Because business markets are only concerned with the price of their business purchases

Because you will likely have a career selling to other businesses

Because business marketing principles are significantly different than consumer marketing principles

Because more money is spent on  B2B markets than B2C markets and most career opportunities are B2B

more people are involved in the RFP process.

more the price of the item is important.

longer it takes for the sale to be made.

less time it takes to make a purchase decision

public relations.

sales promotion.

professional selling.

advertising.

fluctuating demand.

primary demand.

derived demand.

joint demand.

institutions

resellers

producers

government

consumers, deciders, and influencers

users, consumers and human resources

users, influencers, gatekeepers

accounting, finance and users

B2B markets share many of the same segmentation bases with B2C markets.

Selling to other businesses is fraught with unethical practices since most purchases require some kind of bribery.

B2B markets don’t need to be segmented because they are only interested in lowest price for the best quality in all purchases.

B2B markets are irrational in their purchasing decisions.

proposal evaluation

Search for potential suppliers

Need recognition

Invitation to submit bids

a process of systematizing primary market research.

a way to manage the vast amount of information to turn it into useful information for decision making.

software designed to accumulate industry data.

the data a company gathers on consumers to track their behaviors.

data mining

analytics software

intranet

marketing intelligence

Infiltrating the competitor with one of your own employees wearing a hidden microphone

Scanning newspapers, trade magazines, economic data

Reverse engineer competitor products

Asking friends who use a competitive product to check out  competitors’ websites

Just before a product or service offering is launched

When deciding on which target markets to pursue with a new offering

When the research will answer questions not available in existing data and the benefits of having those answers outweighs the cost of the research

At the beginning of the new product development process

break-even analysis

balance sheet

return on investement or return on marketing investment

profit and loss statement

Because customers with a high  lifetime value can influence other customers to purchase the product.

Because low  lifetime value customers can be dropped

Because the company can plan on reaching more customers with similar characteristics

Because the higher the customer lifetime value is the more the company should focus on meeting their needs

Dashboards allow managers to see performance data in real time and quickly make changes, if needed, to improve the performance.

Dashboards merge financial metrics with performance metrics.

Dashboards make decisions about modifications needed to marketing activities

Dashboards relieve managers of the responsibility of monitoring data