Business and Business Marketing

1  INTRODUCTION 1

This study examined the concept of businessto business marketing. The concepts of businessto business marketing are identified and explained in this study, and the application of these concepts is illustrated through a consideration of business tobusiness marketing in the general field of building construction with a more specific focus on commercial building construction.

Defining BusinesstoBusiness Marketing 1

Defining Building Construction and Commercial Building Construction 2

2  BUSINESSTOBUSINESS MARKETING CONCEPTS 4

Businesstobusiness marketing concepts are described and explained in this chapter. These concepts are described and explained in discussions related to the marketing environment for businesstobusiness marketing organizations, market planning analysis for businesstobusiness marketing organizations, buyer behavior, the demand characteristics of markets, and developing a businesstobusiness 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. 2648) 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. 2648), railroads emphasized the development of their product, rather than emphasizing the defining and fulfilling of customer needs and wants. Growthtogrowth patterns in industry evolution are developed, according to Levitt (1975, pp. 2648), through the marriage of productconsciousness with customerorientation. Levitt (1975, pp. 2648) cited E. I. duPont de Nemours & Company, as an example of growthtogrowth evolution. No firm is better known for its research and development program than is duPont. The company is highly productconscious. 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
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Approximate Word count = 9424
Approximate Pages = 38 (250 words per page)

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