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Business Marketing Perspective & Organizational Buyer Behavior

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Business Marketing Perspective & Organizational buyer behavior

The Business marketing or Industrial marketing is the marketing of goods and services to commercial enterprises, governments, and other nonprofit institutions for use in the goods and services that they, in turn, produce for resale to other industrial customers. By contrast, consumer goods marketing are the marketing of goods and services to individuals and family units for personal consumption and to wholesalers and retailers in consumer goods distribution systems. What consumers buy, they use for themselves or for consumption by members of a family. Individual customers buy to support the profit-making or nonprofit functions in which the organization is engaged.
To understand some of the major differences between business-to-business and consumer marketing, it is useful to think of the industrial marketing system as consisting of two key linkages. The first is the external interface between the marketing/sales function of the producer and the end user. The second is internal interface between the producer’s marketing/sales and production functions. While each of these linkages has considerable complexity, the two sets of linkages serve as convenient handles to explore the major differences between business-to-business and consumer marketing.
Given the distinguishing characteristics of both the internal and the external linkages, the formulation and execution of the marketing mix poses different challenges in industrial markets than in consumer markets.
Market selection and development: Since technology plays such an important role, a key function in industrial markets is customer education and market development. As with consumers, industrial customers might not, a priori, express appreciation or enthusiasm for an untested new product, and it is the marketer’s responsibility to demonstrate a…...

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