742:
25:
879:(Occurring within marketing itself) Companies are looking beyond traditional assumptions and they are adopting new frameworks, theories, models and concepts. They are also moving away from the mass market and the preoccupation with the transaction. Relationships, partnerships and alliances are what define marketing today. The
648:
Despite the differences between business and consumer marketing from a surface perspective being seemingly obvious, there are more subtle distinctions between the two with substantial ramifications. Dwyer and Tanner note that business marketing generally entails shorter and more direct channels of
592:
The internal efficiency of a business entity is the factor by which it prepares a product or service in a cost efficient manner. The external efficiency of a business entity is the factor by which it effectively markets itself so as to utilize the market, in order to retrieve maximum profits from
540:
itself. In relation to marketing today, its history is more recent. Michael Morris, Leyland Pitt, and Earl Dwight
Honeycutt say that for several years business marketing took "a back seat" to consumer marketing. This entailed providers of goods or services selling directly to households through
846:
Despite the stream of leads and undeniable impact of marketing in B2B organizations, a 2021 report by
Statista states that majority of businesses only allocate 5% of their budget towards promotions. By contrast, B2C companies typically spend 5% to 12% of their total revenue towards marketing.
871:
Entrepreneurial revolution. To stay competitive, many companies have downsized and reinvented themselves. Adaptability, flexibility, speed, aggressiveness and innovativeness are the keys to remaining competitive today. Marketing is taking the entrepreneurial lead by finding
782:
Hutt and Speh (2001) note that "business marketers serve the largest market of all; the dollar volume of transactions in the industrial or business market significantly exceeds that of the ultimate consumer market". For example, they note that companies such as GE,
859:
Technological revolution. Technology is changing at an unprecedented pace, and these changes are speeding up the pace of new product and service development. A large part of that has to do with the
Internet, which is discussed in more detail below. Technology and
583:
Professional conferences on business marketing are held every year and courses are commonplace at many universities today. According to Jeremy Kourdi, more than half of marketing majors start their careers in business marketing rather than consumer marketing.
660:, the negotiation process between the buyer and seller is more personal in business marketing. According to Hutt and Speh (2004), most business marketers commit only a small part of their promotional budgets to advertising, and that is usually through
636:
creates demands for castings, forgings, plastic components, steel, and tires. In turn, this creates demands for casting sand, forging machines, mining materials, polymers, and rubber. Each of these growing demands has triggered more demands.
773:
The business market can be convinced to pay premium prices more often than the consumer market with appropriate pricing structure and payment terms. This pricing premium is particularly achievable if it is supported with a strong brand.
704:
While "other businesses" might seem like the simple answer, Dwyer and Tanner say business customers fall into four broad categories: companies that consume products or services, government agencies, institutions and resellers.
597:, in which case an internal market between the co-owned business entities is emergent. Being able to make use of external economies of scale within the same ownership group is actually one of the motivations for creating a
1224:
Valenzuela-Fernandez, Leslier; Merigó, José M.; Johnston, Wesley J.; Nicolas, Carolina; Jaramillo, Jorge
Fernando (2017). "Thirty years of the Journal of Business & Industrial Marketing: a bibliometric analysis".
908:
and search engine optimization services. Metamediaries are companies with robust
Internet sites which furnish customers with multiproduct, multivendor and multiservice marketspace in return for commissions on sales.
765:. In addition the research and decision making process a B2B buyer undertakes will be more extensive. Finally the purchase information that buyers are researching changes as they go through the buying process.
593:
that internal efficiency. So in a B2B market setting, the external efficiencies of the business entities due to conduct trade is vital to the success of the B2B transaction, especially if they belong to the same
1145:
506:
practice of individuals or organizations (including commercial businesses, governments, and institutions). It allows them to sell products or services to other companies or organizations, who either
1181:
Valenzuela-Fernandez, Leslier; Merigó, José M.; Lichtenthal, J. David; Nicolas, Carolina (2019). "A bibliometric analysis of the first 25 years of
Journal of Business-to-Business Marketing".
640:
As the spending power of citizens increases, countries generally see an upward wave in their economies. Cities or countries with growing consumption are generally growing business markets.
753:
for a business product or service is smaller and has more specialized needs reflective of a specific industry or niche. A B2B niche, a segment of the market, can be described in terms of
1456:
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to put in their cars and also small firms owned by 1–2 individuals who purchase products to run their business. The second category, government agencies, is the biggest. In fact, the
1289:
798:
667:
Both business to business (B2B) and business-to-consumer (B2C) marketing is done with the ultimate intention of making a profit to the seller (business-to-business marketing). In
549:) notes in his research that business marketing has existed since the mid-19th century. He adds that the bulk of research on business marketing has come in the last 25 years.
904:
companies that also function as brokers, or middlemen, in the business marketing world. They charge companies fees to find information on the Web as well as for banner and
892:
According to
Anderson and Narus (2004), two new types of resellers have emerged as by-products of the Internet: infomediaries and metamediaries. Infomediaries, such as
720:
is the biggest single purchaser of products and services in the country, spending more than $ 300 billion annually. But this category also includes state and
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Dwyer and Tanner (2006) say the purchases made by companies, government agencies and institutions "account for more than half of the economic activity in
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go hand in hand. Both are correlated. While technology supports forming organization strategy, the business strategy is also helpful in
621:. Another example would be when items are in popular demand. The underlying consumer demand that has triggered this is that people are
717:
876:, untapped needs and new uses for existing products, and by creating new processes for sales, distribution and customer service.
664:
efforts and trade journals. While advertising is limited, it often helps the business marketer set up successful sales calls.
1111:
855:
According to Morris, Pitt and
Honeycutt (2001), the growth of business marketing is largely due to three "revolutions".
486:
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which requires marketers to have good business intelligence in order to increase response rates. There may be multiple
1529:
1369:
Brown, Duncan and Hayes, Nick. Influencer
Marketing: Who really influences your customers?, Butterworth-Heinemann, 2008
1301:
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Brown, Duncan and Hayes, Nick. Influencer
Marketing: Who really influences your customers?, Butterworth-Heinemann, 2008
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estimated that business-to-business marketers in the United States spend about $ 85 billion a year to promote their
709:
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Malaval: "Strategy and Management of Industrial Brands: Business to Business Products and Services", page 16. 2001
46:
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521:(B2D) marketing. However, business marketing is typically associated with the business-to-business sector.
728:, churches and charities. Finally, resellers consist of wholesalers, brokers and industrial distributors.
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The field of marketing can be broken down into many sections such as business-to-business (B2B) marketing,
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on the purchase decision, which may also have to be marketed to, though they may not be members of the
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communicate and sell it in the fashion that demonstrates its value effectively to the target market.
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position and price to align the product or service with its market, often an intricate balance; and
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B2B A To Z. Marketing Tools and Strategies That Generate Leads For Business-To-Business Companies
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successfully match the product or service strengths with the needs of a definable target market;
580:(1967) and the decision-making unit by Webster and Wind (1972) as the "traditional references".
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1146:"Strategy and Trends in B2B Business: Opportunities and Challenges - A Global Prospective"
805:. The BMA study breaks that spending out as follows (figures are in billions of dollars):
632:
A single consumer market demand can give rise to hundreds of business market demands. The
8:
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Greco, John A. Jr. (June 13, 2005). "Past indicates promising future for b-to-b direct".
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McCarthy, Jerome E.: "Basic Marketing: A Managerial Approach". Homewood, IL: Irwin, 1996
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Business Marketing Management: A Strategic View of Industrial and Organizational Markets
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and IBM spend more than $ 60 million a day on purchases to support their operations.
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approach is out. Companies are customizing marketing programs to individual accounts.
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such as washing machines and computers). Business markets do not exist in isolation.
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them, use them in their products or services, or use them to support their work.
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1267:, University of Portsmouth Working Paper Series, published on 13 September 2005
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572:(2005) as a key academic text on this subject, and works on the Buy Class (see
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Kotler & Pfoertsch: "B2B Brand Management", page 53. Springer Berlin, 2006
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Glynn. Business-to-business Brand Management, Emerald Group Publishing, 2009
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1296:. Marshall Cavendish International Asia Pte Ltd, 2013. 2013. p. 266.
1339:"On the Efficiency of Internal and External Corporate Control Mechanisms"
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Business Market Management: Understanding, Creating, and Delivering Value
741:
262:
237:
129:
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More Great Ideas A Day: 365 more business ideas for each day of the year
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John Fahy and David Jobber, Foundations of marketing, Rogan (2011: p137)
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Morris, Michael H., Pitt, Leyland F., and Honeycutt, Earl Dwight (2001)
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B2B Buyer Decision Map: Problem, solution alternatives, decision support
570:
Business-to-business marketing: relationships, systems and communication
653:
617:. An example would be a government wishing to purchase equipment for a
542:
420:
564:, now publish studies on the subject regularly. A 2005 paper from the
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Business Marketing: Connecting Strategy, Relationships, and Learning
724:. The third category, institutions, includes schools, hospitals and
693:
These are the fundamental principles of the 4 Ps of marketing (the
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537:
1325:"Internal vs. External Economies of Scale: What's the Difference?"
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and retail channels. David Lichtenthal (professor of marketing at
1027:
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99:
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Business Marketing Association (2003) "Marketing Reality Survey"
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1399:"Share of B2B Budgets Devoted To Marketing In The U.S. In 2020"
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610:
507:
104:
1076:. Best Business Books, an Imprint of The Haworth Press, Inc.
897:
533:
530:
267:
247:
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Buyer behaviour in SMEs: Research sponsored by DocumentGENie
1421:"What is an average marketing budget for a small business?"
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International Faculty and Student Multi-Research Consortium
652:
While consumer marketing is aimed at large groups through
38:
The article is confusing and appears to contradict itself.
668:
604:
1062:
Business-to-Business Marketing: A Strategic Approach
1269:Robinson, P. J., Faris, C. W. and Wind, Y. (1967),
587:
1069:
1018:
552:This began to change in the middle to late 1970s.
1516:
794:such as the United States, Canada and France".
679:marketing situations, the marketer must always:
950:Anderson, James C., and Narus, James A. (2004)
1227:Journal of Business & Industrial Marketing
562:Journal of Business & Industrial Marketing
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1052:: CS1 maint: multiple names: authors list (
1010:: CS1 maint: multiple names: authors list (
1072:Fundamentals of Business Marketing Research
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1068:Reid, David A.; Plank, Richard E. (2004).
1028:Hutt, Michael D., Speh, Thomas W. (2004).
986:Dwyer, F. Robert, Tanner, John F. (2006).
487:
473:
34:needs attention from an expert in Business
1183:Journal of Business-to-Business Marketing
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868:. Both play a role in business marketing.
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609:Business markets have derived demand – a
558:Journal of Business-to-Business Marketing
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1271:Industrial Buying and Creative Marketing
975:, Denham Publishing, 2012. p. 8-12
740:
613:in them exists because of demand in the
1112:"Business Marketing | Encyclopedia.com"
1032:(8th ed.). Thomson/South-Western.
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1471:
49:may be able to help recruit an expert.
1445:
1279:, Englefield Cliffs NJ, Prentice Hall
827:Dealer/Distributor Materials -- $ 5.2
1275:Webster, F. E. and Wind, Y. (1972),
821:Publicity/Public Relations -- $ 10.5
712:, such as large auto-makers who buy
18:
1134:Morris, Pitt and Honeycutt, pg. xix
990:(3rd ed.). McGraw-Hill/Irwin.
812:Internet/Electronic Media -- $ 12.5
605:Business and consumer markets (B2C)
13:
815:Promotion/Market Support -- $ 10.9
14:
1541:
1397:Guttmann, A (February 26, 2021).
1409:from the original on 2020-12-03.
1290:"Business-To-Business Marketing"
929:Business-to-government marketing
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710:original equipment manufacturers
588:Internal and external efficiency
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1273:, Boston, MA., Allyn and Bacon
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924:Business-to-consumer marketing
919:Business-to-business marketing
818:Magazine Advertising -- $ 10.8
799:Business Marketing Association
797:A 2003 study sponsored by the
536:with another may be as old as
529:The practice of a purveyor of
1:
1195:10.1080/1051712X.2019.1565142
1144:Chauhan, Gyan; Anbalagan, C.
1097:
731:
944:
809:Trade Shows/Events -- $ 17.3
708:The first category includes
7:
912:
36:. The specific problem is:
10:
1546:
768:
623:consuming more electricity
576:) by Robinson, Farris and
568:refers to Fill and Fill's
547:Zicklin School of Business
524:
411:Promotional representative
1530:Marketing by target group
1479:
1239:10.1108/JBIM-04-2016-0079
850:
1064:, Sage Publications Inc.
792:industrialized countries
566:University of Portsmouth
777:
406:Promotional merchandise
391:Out-of-home advertising
180:Account-based marketing
1504:Business-to-government
888:Impact of the Internet
866:technology development
836:Telemarketing -- $ 2.4
746:
697:) first documented by
644:Vs. consumer marketing
215:Horizontal integration
954:, 2nd Edition, 2004,
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519:business-to-developer
517:(B2C) marketing, and
401:Product demonstration
253:Corporate anniversary
1525:Business-to-business
1489:Business-to-business
1484:Business-to-consumer
1116:www.encyclopedia.com
971:Blaney, Bill (2012)
934:Industrial marketing
839:Directories -- $ 1.4
824:Direct Mail -- $ 9.4
763:decision making unit
554:Academic periodicals
515:business-to-consumer
416:Visual merchandising
346:Behavioral targeting
220:Vertical integration
200:Influencer marketing
47:WikiProject Business
1162:on 1 September 2015
619:nuclear power plant
366:In-game advertising
356:Display advertising
232:Promotional content
1473:Business marketing
803:goods and services
747:
699:E. Jerome McCarthy
500:Business marketing
449:Marketing research
386:Online advertising
376:Native advertising
371:Mobile advertising
323:Sex in advertising
140:Consumer behaviour
16:Marketing practice
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956:Pearson Education
862:business strategy
722:local governments
627:household devices
497:
496:
459:Consumer research
340:Promotional media
328:Underwriting spot
303:Product placement
283:On-hold messaging
273:Loyalty marketing
190:Product marketing
185:Digital marketing
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351:Brand ambassador
288:Personal selling
278:Mobile marketing
258:Direct marketing
243:Ambush marketing
210:Annoyance factor
195:Social marketing
145:Consumer culture
125:Brand management
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718:U.S. government
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634:demand for cars
625:(by using more
615:consumer market
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170:Segmentation
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89:Key concepts
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44:for details.
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1233:(1): 1–17.
759:influencers
662:direct mail
263:Franchising
238:Advertising
205:Attribution
130:Co-creation
1519:Categories
1431:2023-07-31
1261:Rogers, B.
1121:2023-10-27
1098:References
906:pop-up ads
749:Often the
732:Strategies
654:mass media
543:mass media
421:Web banner
308:Propaganda
115:Activation
79:Management
1247:0885-8624
1211:169087808
1203:1051-712X
1048:cite book
1006:cite book
945:Footnotes
939:Marketing
701:in 1960.
658:retailers
504:marketing
381:New media
313:Publicity
165:Promotion
150:Dominance
70:Marketing
42:talk page
1407:Archived
1403:Statista
1309:6 August
1263:(1967),
1166:3 August
913:See also
833:-- $ 3.8
560:and the
538:commerce
438:Research
293:Premiums
248:Branding
175:Strategy
40:See the
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851:Growth
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714:gauges
611:demand
508:resell
298:Prizes
160:Ethics
105:Retail
1207:S2CID
1160:(PDF)
1149:(PDF)
898:Yahoo
531:goods
502:is a
268:Label
1311:2015
1298:ISBN
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1168:2015
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