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Business and Business Marketing |
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OUTLINE page 1 INTRODUCTION 1 This study examined the concept of business to business marketing. The concepts of business to business marketing are identified and explained in this study, and the application of these concepts is illustrated through a consideration of business to business marketing in the general field of building construction with a more specific focus on commercial building construction. Defining Business to Business Marketing 1 Defining Building Construction and Commercial Building Construction 2 2 BUSINESS TO BUSINESS MARKETING CONCEPTS 4 Business to business marketing concepts are described and explained in this chapter. These concepts are described and explained in discussions related to the marketing environment for business to business marketing organizations, market planning analysis for business to business marketing organizations, buyer behavior, the demand characteristics of markets, and developing a business to business marketing strategy. The Marketing Environment 4 Economic factors 4
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mpetition from alternatives to railroad transportation led to the decline of growth in their own industry. Levitt (1975, pp. 26 48) contended, however, that, by defining their business as railroading, as opposed to transportation, the railroad executives adopted a product orientation, rather than a customer orientation. As a result, according to Levitt (1975, pp. 26 48), railroads emphasized the development of their product, rather than emphasizing the defining and fulfilling of customer needs and wants.
Growth to growth patterns in industry evolution are developed, according to Levitt (1975, pp. 26 48), through the marriage of product consciousness with customer orientation. Levitt (1975, pp. 26 48) cited E. I. duPont de Nemours & Company, as an example of growth to growth evolution. No firm is better known for its research and development program than is duPont. The company is highly product conscious. The duPont Company, however, never loses sight of the needs and wants of its customers. Research and development is conducted to develop products needed and wanted by duPont's customers, as opposed to the development of a product because duPont is the owner of the process, or is wedded to the product concept.
Levitt
Category: Business - B
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Murphy Enis, DeLozier Woodside, Paelink Nijkamp, World War, United Harriss, Standard Poor's, Determination Design, Nemours Company, Wright Weitz, Marketing Strategy, building construction, business to business marketing, commercial building, commercial building construction, construction industry, building construction industry, real estate, marketing research, business to business marketing commercial, marketing commercial, marketing commercial building, sales person, infrastructure development, marketing concepts, business to business marketing concepts,
 = 9424
 = 38 (250 words per page)
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