BUSINESS MARKETING ENVIRONMENT

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Presentation transcript:

BUSINESS MARKETING ENVIRONMENT CHAPTER 1 BUSINESS MARKETING ENVIRONMENT

The Business Market Business --------->Business------->Consumer Greater total sales Professional buying Multiple buying influence Complex negotiation Reciprocity Leasing Emphasis on personal selling

Characteristics of Business Demand Derived demand Inelastic demand Fluctuating demand Joint Demand Concentrated customer base-small customer base

Internal Linkages in Business Market Emphasis in technology Innovation High level of customization Product standardization Order fulfillment mechanism Standardization

BUSINESS GOODS AND SERVICES Major equipment Accessory equipment Fabricated and Component parts Processed materials Maintenance, Repair, and Operating Suppliers Raw materials Business services

BUSINESS CUSTOMERS Commercial Enterprises Government Organizations Channel members OEM User-customers Government Organizations State City Local Institutions-hospitals, schools, churches

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