BUSINESS MARKETING

	Origins of business marketing. In the broadest sense, the practice of one purveyor of goods doing trade with another is as old as commerce itself. As a niche in the field of marketing as we know it today, however, its history is more recent. In his introduction to Fundamentals of Business Marketing Research , J.	Business marketing vs. consumer marketing. Although on the surface the differences between business and consumer marketing may seem obvious, there are more subtle distinctions between the two with substantial ramifications.Dwyer and Tanner (2006) note that business marketing generally entails shorter and more direct channels of distribution
	Who is customer in a B2B Sale? While "other businesses" might seem like the simple answer, Dwyer and Tanner (2006) say business customers fall into four broad categories: companies that consume products or services, government agencies, institutions and resellers	B2B Marketing Strategies. B2B Branding is different from B2C in some crucial ways, including the need to closely align corporate brands, divisional brands and product/service brands and to apply your brand standards to material often considered “informal” such as email and other electronic correspondence.
	How big is business marketing? Among its members are marketing communications agencies that are largely or exclusively business-to-business-oriented. For example, they note that companies such as GE, DuPont and IBM spend more than $60 million a day on purchases to support their operations.	What’s driving growth in B2B Marketing? Companies are customizing marketing programs to individual accounts. First is the technological revolution. Technology is changing at an unprecedented pace, and these changes are speeding up the pace of new product and service development.
	The impact of internet. The Internet has become an integral component of the customer relationship management strategy for business marketers. Dwyer and Tanner (2006) note that business marketers not only use the Internet to improve customer service but also to improve opportunities with distributors.	13C

The impact of the Internet

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	The Internet has become an integral component of the customer relationship management strategy for business marketers. Dwyer and Tanner (2006) note that business marketers not only use the Internet to improve customer service but also to improve opportunities with distributors. 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 Google and Yahoo , are search engine 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 pop-up ads and search engine optimization services. Metamediaries are companies with robust Internet sites that furnish customers with multiproduct, multivendor and multiservice marketspace in return for commissions on sales. With the advent of b-to-b exchanges, the Internet ushered in an enthusiasm for collaboration that never existed before--and in fact might have even seemed ludicrous 10 years ago. For example, a decade ago who would have imagined Ford, General Motors and DaimlerChrysler entering into a joint venture? That's exactly what happened after all three of the Big Three began moving their purchases online in the late 1990s. All three companies were pursuing their own initiatives when they realized the economies of scale they could achieve by pooling their efforts. Thus was born what then was the world's largest Internet business when Ford's Auto-Xchange and GM's TradeXchange merged, with DaimlerChrysler representing the third partner. While this exchange did not stand the test of time, others have, including Agentrics , which was formed in 2005 with the merger of WorldWide Retail Exchange and GlobalNetXchange, or GNX. Hutt and Speh (2001) note that such virtual marketplaces enable companies and their suppliers to conduct business in real time as well as simplify purchase processes and cut costs.Agentrics serves more 50 retailers around the world and more than 300 customers, and its members have combined sales of about $1 trillion.
Origins of business marketing.		5e
Business marketing vs. consumer marketing.
Who is customer in a B2B Sale?
B2B Marketing Strategies.
How big is business marketing?
What’s driving growth in B2B Marketing?
The impact of internet.
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