Business to Business Marketing

Presented To: Presented By:

Ms. Farah Israt Tania Name:
Lecturer ID: 1903020803613
Marketing Discipline MBA
Premier University 30th Batch
Characteristics of Business Marketing
 Nature and Size of Customers:
Number of customers in business markets is
small. 80 per cent of the output is sold to 20
per cent of customers, who may number fewer
than a dozen. Therefore, every customer is
important.
 Complexity of Buying:
Most business purchases involve large sums of
money, and affect the operation and
profitability of the company.
 Economic and technical choice criteria:
Usiness buying is often made on econand technical
criteria because buyers have to justify their purchases to
other members of the organization who have very specific
interests in the product being bought.
 Risks:
In industrial markets, buyers and sellers enter into
contracts before the product is made.
 Buying to specific requirements:
Usiness buyers design product specifications and ask
suppliers to make their products to meet those
specifications.
 Reciprocal buying:
In some situations, buyers may demand that sellers
buy some of their products in return for securing the
order.
 Derived demand:
The demand for business goods are derived from
the demand for consumer goods.
 Negotiation:
Because of the existence of powerful buyers and
sellers, and the size and complexity of business
buying, negotiation is important.
Business Product Strategy