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Introduction to Business-to-Business Marketing

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Fundamentals of Business-to-Business Marketing

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Abstract

This chapter describes the main characteristics of business-to-business markets, including value chain systems and derived demand and how these affects marketing management in firms. Four types of business-to-business markets are distinguished: production goods; capital goods; system technologies; and business services. The final section describes the main dimensions of business-to-business marketing that are addressed in the subsequent chapters.

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Notes

  1. 1.

    Cf. Sect. 1.4.

  2. 2.

    Cf. Chap. 2.

  3. 3.

    Cf. Chap. 4.

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Author information

Authors and Affiliations

  1. Freie Universität Berlin, Berlin, Germany

    Michael Kleinaltenkamp

Authors
  1. Michael Kleinaltenkamp
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Correspondence to Michael Kleinaltenkamp .

Editor information

Editors and Affiliations

  1. Freie Universität Berlin, Berlin, Germany

    Michael Kleinaltenkamp

  2. European School of Management and Technology, Berlin, Germany

    Wulff Plinke

  3. The University of Sydney, Sydney, New South Wales, Australia

    Ian Wilkinson

  4. Freie Universität Berlin, Berlin, Germany

    Ingmar Geiger

Exercises

Exercises

  1. 1.

    What are the similarities and differences between different types of business-to-business markets?

  2. 2.

    What is the central problem in the marketing of production goods?

  3. 3.

    What is the central problem in the marketing of investment goods?

  4. 4.

    What is the central problem in the marketing of system technologies?

  5. 5.

    What is the central problem in the marketing of services?

  6. 6.

    How do customization and standardization differ and how are they related?

  7. 7.

    Explain the term “customer integration.”

  8. 8.

    What effects do market and industry standards have on the buying behavior of buyers and on the marketing activities of suppliers?

  9. 9.

    What does the “order-penetration point” mean and, if it changes, what consequences does it have for a product or service supplier?

  10. 10.

    What are the components of problem solutions in the business-to-business sector?

  11. 11.

    How does the mix of components comprising a problem solution have for a supplier’s marketing activity?

  12. 12.

    Explain the three types of product qualities.

  13. 13.

    What effects do each type of product attribute have on the buyers’ purchasing behavior?

  14. 14.

    How do the different types of product qualities affect supplier’s marketing activities?

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Kleinaltenkamp, M. (2015). Introduction to Business-to-Business Marketing. In: Kleinaltenkamp, M., Plinke, W., Wilkinson, I., Geiger, I. (eds) Fundamentals of Business-to-Business Marketing. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-12463-6_3

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