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  • University Of Cape Town (UCT)
  • Marketing (BUS2010F)
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Summary Bus2010F Week 11

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2022/2023 Written for academic year
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University Of Cape Town (UCT)
Course
Marketing (BUS2010F)
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Summary of 10 pages for the course Marketing at UCT (Bus2010F weeks 1-12)

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WEEK 11

Lecture 28

Understand the marketplace




B2B Marketing

The set of strategies and processes by which firms create value for customers and build
strong customer relationships in order to capture value from customers in return, for any
business transaction between a professional seller (representing a selling company) and a
professional buyer (representing a buying company).

Is Kellogg’s a B2B transaction?

, Types of B2B Customers
• Private sector firms
Ø OEMs (original equipment manufacturers)
Ø Industrial Distributers (channel members and facilitators)
Ø Industrial End-User
• Government Agencies
• Institutions

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May 27, 2023
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2022/2023
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