Business Marketing - samenvatting - 2025

Chapter 1: Introduction to
Business-to-Business (B2B)
Marketing


1.1 What Is B2B Marketing?
1.1.1 Definition of B2B Marketing

Business-to-Business (B2B) marketing refers to the marketing of products and services from
one business to another. Unlike Business-to-Consumer (B2C) marketing, where companies
sell directly to individual consumers, B2B marketing focuses on organizational customers
who may use the products for:

 Manufacturing other products
 Reselling them
 Supporting their internal operations (e.g., IT services, logistics)

1.1.2 Core Goal of B2B Marketing

The primary aim is not just selling but:

 Building, maintaining, and expanding long-term relationships
 Delivering added value to professional customers
 Turning added value into leads, opportunities, and revenue




1.2 Key Characteristics of B2B Markets
1.2.1 Market Characteristics

 Fewer customers: B2B firms typically have fewer but larger clients.
 Large order sizes: Purchases often happen in bulk.
 Geographic concentration: Industrial zones or urban hubs.
 Close relationships: Trust and reliability are central.

,1.2.2 Buying Behavior

 Rational and logical: Based on ROI, efficiency, functionality.
 Involves multiple people: Often decided by a DMU (see Chapter 2).
 Long sales cycles: Due to complex negotiation and evaluation.




1.3 Types of Demand in B2B
1.3.1 Derived Demand

The demand for B2B products is driven by demand in consumer markets (B2C).
Example: More smartphones sold → more microchips needed.

1.3.2 Joint Demand

Two products are used together; demand for one affects the other.
Example: Printer and ink cartridges.

1.3.3 Fluctuating Demand

A small change in consumer demand leads to a large shift in industrial demand. Known as the
accelerator effect.

1.3.4 Inelastic Demand

Price changes do not significantly affect demand.
Example: If the price of steel increases, car manufacturers still buy it.




1.4 Price Sensitivity in B2B vs. B2C
1.4.1 Price Inelasticity in B2B

 Fewer alternatives available
 Products often essential for production
 Long-term contracts and fixed pricing

,1.4.2 Price Elasticity in B2C

 Many alternatives
 Substitutes available
 Consumers react quickly to price changes




1.5 Implications of B2B Market
Characteristics
1.5.1 Need for Market Insights

 Data analysts required for budget forecasting and market research

1.5.2 Strategic Focus

 Strong account management and customer service needed
 B2B brands invest in branding, online presence, and multi-channel strategies

1.5.3 B2B vs. B2C Similarities

 Both need marketing investment
 Both value customer service
 Both can operate in physical and digital environments
 Both require strong brand positioning




1.6 Distribution Channels in B2B
1.6.1 Direct Channels

 Manufacturer → Customer
 Controlled customer relationship
 Common in complex or customized products

1.6.2 Indirect Channels

 Manufacturer → Intermediary → Customer
 E.g., via wholesalers or distributors

, 1.6.3 Hybrid Channels

 Combination of direct and indirect
 Example: A brand promotes its products online but delivers via certified dealers.




1.7 Differences Between Wholesalers and
Distributors
Criteria Wholesaler Distributor

Target Satisfies retailers Satisfies manufacturers

Exclusivity Non-exclusive Often exclusive

Geographic Limits Few Often regional limits




1.8 Types of B2B Buyers
1.8.1 Commercial Businesses

 Purchase goods to use in production or service delivery
 Subcategories:
o Industry: Manufacturers, construction firms, etc.
o Services: Transport companies, law firms, agencies


1.8.2 Resellers

 Buy to resell for a profit
 Example: wholesalers, retailers, value-added resellers

1.8.3 Governments

 Buy on local, national or supranational level
 Often regulated and tender-based procurement
 Example: defense, education, infrastructure

1.8.4 Institutions

 Non-profit organizations