Industrial Marketing / B2B (Business to business)

Business to business marketing refers to the
marketing of products and services to organizations rather than to households or ultimate consumers. Business to business marketing has also been termed variously: industrial marketing, commercial
marketing, institutional marketing, and organizational marketing

The peculiarities of B2B marketing are defined by the customers. The B2B customers often / usually:
- purchase goods and services that meet specific
business needs;
- need emphasis on economic benefits;
- use formalised, lengthy purchasing policies and
processes;
- involve large groups in purchasing decisions;
- buy large quantities and buy infrequently;
- want a customized product package;
- experience major problems if supply fails;
- find switching to another supplier difficult;
- negotiate on price;
- purchase direct from suppliers;
- justify an emphasis on personal selling.
While many B2B buying situations involve a profit-making organization doing business with
other similarly oriented concerns, there are other kinds of organization that have different philosophies
and approaches to purchasing. Overall, there are three main classes: commercial
enterprises, government bodies, and institutions, each of which represents a lot of buying power

Sources:

⠀ Leverick F. (2005). Business to business marketing. In D. Littler (Ed.). The Blackwell Encyclopedia of Management. Marketing (2nd ed., pp. 28-30). Blackwell Publishing (р. 28)

⠀ Brassington, F., Pettitt, S. (2013).Essentials of marketing(3rd ed.). Pearson Education Limited (p. 110).