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
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
