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summary of Business Marketing 2nd year - Artevelde University of Applied Sciences - business management

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summary of business marketing at the artevelde college. study: marketing - business management. No book in this lesson. summary contains everything for the exam

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  • December 28, 2023
  • 68
  • 2023/2024
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CHAPTER 1: INTRODUCTION B2B MARKETING
What’s in a name? – Business Marketing

Business marketing or B2B (business-to-business) marketing are marketing activities
(marketing of products or services) of an organisation towards other organisations
=> building, maintaining, and expanding relationships with other businesses B2B

Marketing aims to create added value for businesses that implements its
products of services. B2B Marketing seeks to convert this added value into - leads
- sales opportunities
- and turnover for profit-focused companies


B2B marketing
Definition - the practice of individuals, or organizations, including commercial businesses,
governments and institutions, - facilitating the sale of their products or services to other
companies or organizations - that in turn resell them, use them as components in products
or services they offer, or use them to support their operations


Top B2B Brands – global




Characteristics of B2B markets
The market

,The buying process




The demand (1/3)
• Based on derived demand: demand for product/service is determined by the demand
for consumer goods/services on the B2C market
- e.g. increased demand for Encyclopedia books –> increased demand for paper
- e.g. increased demand for steel -> increased demand for steel workers (labour)
Demand in business markets is highly driven by developments in consumer markets
• Based on joint demand: demand for product/service is interdependent on each other
- e.g. more electric cars sold -> increased demand for charging stations (joint)
- e.g. more printers sold -> increased demand Printers & Ink


The demand (2/3)
• Demand in business markets is price inelastic: a change in price causes a smaller %
change in demand => because there are few alternatives e.g. if price of petrol falls
30%, but demand for petrol only decreases 10%
• Most B2C goods/services are price elastic: a change in price causes a bigger % change
in demand
- 2 exceptions:
 Giffen goods are essential goods (rice, potatoes, milk) Demand stays high when
prices increase (no ready substitute)
 Veblen goods are goods for which demand increases as the price increases due to
its exclusive nature and appeal as a status symbol (yachts, fine wines)


The demand (3/3)
• Fluctuating demand: a small change in demand by consumers can have a big effect
throughout the chain of businesses that supply all the goods and services that
produce it
• Therefore in B2B:
- Need for market data, data analyst
- Budgeting & forecasting
- Account management

,Similarities between B2B & B2C
• Both require investing in marketing and advertising
• Both require good customer service & a customer-centric sales process
• Both require digital presence
• Each model creates value
• Brand image is an essential element in both models
• Both models can have online and offline sales
• A single company can operate in B2B and B2C segments


Distribution channels
Direct channel




Indirect channel

, Wholesaler vs Distributor




Hybrid channels
• Hybrid channels are a mix of direct and indirect channels: the manufacturer partners
with intermediaries but still controls customer contact
- e.g. brand promotes products online but doesn’t deliver them directly to customers.
Instead, they nominate authorized distributors



B2B Buyers
Business marketing are marketing activities of an organisation towards other organisations

• Commercial businesses (industry & services)
• Resellers
• Governments (local/national/supra-national)
• Institutions

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