Business to Business Marketing

Session 2
 Class Exercise
Step 1
For the product that you had chosen as a
group -list the types of customer groups they
could be sold to and the intended use in the
buying organization
What are Business Products?

Key is the
products
intended
use
Classifying Goods for Business Markets

Entering Foundation
Goods Goods

Facilitating
Goods
 Entering Goods
Become part of the finished product
Raw Materials (wheat, coal etc)
Manufactured materials and Parts (component
materials-steel, bronze etc & component parts like
motherboard, fastener etc)
 Foundation Goods
They are capital items include installations
and accessory equipment
Installations major long term investment like
assembly line
Accessory equipment generally less expensive
like PC, photocopy machine etc
 Facilitating Goods
Goods that support the organizational
operation
Supplies (Printer cartridge, repair items etc)
Services (maintenance and repair support and
advisory support)
Categories of Business Market Customers

Producers OEMs

Commercial
Wholesalers
Resellers Retailers

Governments
Municipality State

Unions Civic clubs Churches

Institutions
Foundations Nonprofits Other
 Class Exercise
Step 2
Match the intended use identified in step one
to the type of good classification.
Where in the Supply Chain does your product fit in?

Buyer/Cu
stomer/e
OEM nd user
Direct
Upstream Suppliers
suppliers
How do you assess the rivalry ?

What is your assessment of the

competition in domestic market?

How can your firm get new customers?

Modes of Market Expansion
What is the type of information we can get with HS Code
w.r.t Operating Environment?
Using Trade Map
 Connect the Dots
Facilitating
Product Goods

HS Code

Assessment
NIC
of
Competition
Foundation
Goods

Entering Identifying
Goods new buyers
 Process

Classification as
Product (Type)- Assessment of
Entering/ Identifying new buyers
NIC/HS, Attributes etc. Competition
Facilitating/Foundation
QUESTIONS AND FEEDBACK TO
MRIDULA@XIMB.AC.IN