Chapter 4 – B2B Markets
Introduction
Business-to-business (B2B) marketing encompasses a wide range of detail and approaches that go beyond the scope of this course. Therefore, you will only be provided an introduction to this area.
But after reading the recommended sections, you will have a good understanding of how B2B and B2C (business-to-consumer) marketing differ as they target different markets and processes. If you work in B2B and deal with these relationships, you will be able to apply this knowledge and conduct further study into those markets and connections.
Readings
4.1 The Characteristics of B2B Markets from Principles of Marketing – H5P Edition (2022).- 4.2 Types of B2B Buyers from Principles of Marketing – H5P Edition (2022).
- All of Chapter 4 (Business Markets and Purchasing Behavior), starting with:
- 4.1 The B2B Market from Principles of Marketing (Albrecht et al., 2023).
Practice Activities
Note: The “Types of B2B Buyers” activity below may not be accessible with a keyboard for those who use assistive technology (such as a screen reader).
References
Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of marketing. OpenStax. https://openstax.org/books/principles-marketing/pages/1-unit-introduction.
Principles of marketing – H5P edition. (2022). BCcampus. https://opentextbc.ca/principlesofmarketingh5p/.
