Management & Marketing no. 2/2011

PARTICULARITIES OF THE COMPETITIVE ENVIRONMENT IN THE BUSINESS TO BUSINESS FIELD

Ştefan Claudiu CĂESCU,
Academy of Economic Studies, Bucharest

Ionel DUMITRU,
Academy of Economic Studies, Bucharest

Abstract. Any product traded on the consumer goods market, in its evolution from raw material to finished products undergoes a series of successive transactions on the business to business market. On the business to business market, the competitive environment and the marketing mix are essentially different than those on the business to consumer market, under the aspect of the instruments used to analyse the marketing environment and the product, price, distribution, and promotion policies. The objective of this article is by considering the importance of business to business marketing in the design, manufacturing and sale of any product, to review the particularities of the competitive environment in the B2B field under the aspect of conceptual definition, business market particularities and the implications that these particularities bring on the specific marketing mix.

Keyword: business to business, business market, derived demand, organizational customers, organizational marketing.

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