Marketing Helping Buyers To Buy. Chapter 13. Goals. Define Marketing 4 Ps (Product, Price, Place, Promotion) Marketing Research Environmental Scanning Marketing Tools: Market Segmentation Relationship Marketing Study of Consumer Behavior B2B and Consumer Markets. Define Marketing.
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4 Ps = Marketing Mix
Computer 'R Us
Buy at Computers ‘R Us
B2B markets are larger than consumer markets
B2B markets tend to be geographic concentration (Silicon valley)
B2B buyers are thought to be more rational
B2B sales tend to be direct sales
Personal selling, more than advertising
Buyers are trained
Products can be very technical and require a lot of customization
Negotiations are the normBusiness-to-business (B2B)