This is a complete summary of MNM2604
Business to Business Marketing 3rd Edition
CHAPTER 1 from the prescribed textbook. This
can be used for assignments, examinations or
while you are waiting for your textbook.
Undergrad2024
BUSINESS TO
BUSINESS
MARKETING
CHAPTER 1 SUMMARY
, Business to Business Marketing. 3rd Edition – Chapter 1
Business to Business Marketing. 3rd Edition
Summary Chapter 1
Defining the business-to-business (B2B) marketing concept
Business-to-business (B2B) markets are known as industrial markets. In this market businesses purchase
products and services from other businesses for one of the following purposes:
• To make other products and services; for example, the furniture shop buying wood to make furniture.
• To resell to other business users or consumers; for example, airlines buy bottled juice to sell to
passengers.
• To conduct the firm’s operation; for example, universities buy office supplies and electronic office
equipment for use in the faculty offices.
The goal of B2B marketing is for a seller to communicate with decision makers at the organisation, rather
than the end consumer. The decisions that businesses make are based largely on the achievement of
profit — and to maximise the bottom line. The primary focus of the B2B client is the return on investment.
Types of B2B customers or buyers
Resellers (intermediate market)
Resellers are businesses that sell goods and services produced by other companies without materially
changing them. They include retailers and wholesalers. It is an organisation or individual that purchases
products or services from another business to sell them to a third party for profit, rather than consuming
the products or services themselves. Resellers serve as purchasing agents for their customers, buying
products they believe will appeal to their market. They must decide what product assortments to carry,
which vendors to buy from, and what price terms to negotiate.
1/8
Business to Business Marketing 3rd Edition
CHAPTER 1 from the prescribed textbook. This
can be used for assignments, examinations or
while you are waiting for your textbook.
Undergrad2024
BUSINESS TO
BUSINESS
MARKETING
CHAPTER 1 SUMMARY
, Business to Business Marketing. 3rd Edition – Chapter 1
Business to Business Marketing. 3rd Edition
Summary Chapter 1
Defining the business-to-business (B2B) marketing concept
Business-to-business (B2B) markets are known as industrial markets. In this market businesses purchase
products and services from other businesses for one of the following purposes:
• To make other products and services; for example, the furniture shop buying wood to make furniture.
• To resell to other business users or consumers; for example, airlines buy bottled juice to sell to
passengers.
• To conduct the firm’s operation; for example, universities buy office supplies and electronic office
equipment for use in the faculty offices.
The goal of B2B marketing is for a seller to communicate with decision makers at the organisation, rather
than the end consumer. The decisions that businesses make are based largely on the achievement of
profit — and to maximise the bottom line. The primary focus of the B2B client is the return on investment.
Types of B2B customers or buyers
Resellers (intermediate market)
Resellers are businesses that sell goods and services produced by other companies without materially
changing them. They include retailers and wholesalers. It is an organisation or individual that purchases
products or services from another business to sell them to a third party for profit, rather than consuming
the products or services themselves. Resellers serve as purchasing agents for their customers, buying
products they believe will appeal to their market. They must decide what product assortments to carry,
which vendors to buy from, and what price terms to negotiate.
1/8
