BUS-M 407 Business-to-Business Marketing
This course addresses the unique challenges that organizations and marketers face when marketing goods and services to business and organizational customers (B2B). Businesses make decisions differently than consumers and thus should be treated differently in order to achieve successful outcomes. For example, Amazon makes the majority of its profit from B2B transactions (as opposed to consumer transactions). And yet, the way Amazon interacts with its business customers is vastly different than the way it interacts with it consumer customers. Course topics include identifying and selecting appropriate customer segments, buyer behavior, product development, channel management, pricing analysis, and promotion.