"Selling B2B" video clip from MKT 6120: Marketing Management

Video Clip from MKT 6120 Marketing Management (Prerequisites: MKT 1201 or equivalent)
This course provides a strategic framework for organizational marketing decisions. From this managerial perspective, the student will explore the marketing process, concepts and customer focused processes. The course will also analyze marketing tools and understand their importance to managers. These tools include including market research, competitor analysis and the consumer analysis. This course offers a combination of marketing principles and marketing management within a study of the relationship between the marketing mix, the changing business environment and the overall corporate strategy. (3 credit hours)

Check out our MBA Mondays blog post on this lesson: http://www.calmu.edu/blog/selling-b2b/

Transcript of the Lesson

Let's take a look at businesses. Business-to-business. You know what, this is a great opportunity. Most people think about selling and producing products to consumers. Well that's a good market and, you know, the consumers actually in the United States drive about 70% of the economic value of the economy. But ultimately, if you really want to look for opportunities in the future, let us try to figure out how you can get into and service what's called the B-to-B, the B number 2 B, world. Business-to-business, there's tremendous opportunities there. And what you want to take a look at is, whose businesses?

Businesses are companies that you are involved in yourself or it could be big companies, small companies. It could be the government that's considered a business, or falls into this category. Same thing with institutions. Maybe you are dealing with schools, hospitals and so on. So what are they buying or selling? So what does a hospital sell to another business or what products or services do you maybe want to sell to a hospital? Obviously if you are 3M, you are selling tapes, and bandages and the like to hospital chains. That's a business-to-business purchase. If you are into computers, or projectors for example, you may be selling that from a company over to another company.

Big difference, and a few of the things you want to take a look at here are businesses that are buying products from another business; they are looking for several things. They are looking for high quality and also good service. Price isn't the number one thing; they are looking to see out of this product or service, are they getting the results that they're looking for?

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