9609 · 3.1.4
Consumer and industrial marketing flashcards
Revision flashcards for Cambridge 9609 Consumer and industrial marketing (syllabus 3.1.4). Flip, recall, then mark a real past-paper question.
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B2C marketing?
Business to consumer — final users buy for personal use.
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B2B marketing?
Business to business — firms buy inputs, equipment, services for operations.
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B2B buyer characteristics?
Fewer customers, larger order values, longer decision cycles, expert buyers.
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Derived demand?
B2B demand depends on consumer demand for final product (e.g. steel for cars).
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B2C promotion emphasis?
Mass media advertising, brand image, emotional messaging.
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B2B promotion emphasis?
Personal selling, trade shows, technical literature, negotiations.
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Relationship marketing in B2B?
Long-term contracts, trust, after-sales support critical.
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Link to 3.1.7 CRM?
CRM especially valuable in B2B for managing key accounts.
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What is Business-to-Consumer (B2C) marketing?
The process of selling products and services directly between a business and individual consumers who are the end-users of its products or services.
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What is Business-to-Business (B2B) marketing?
The marketing of products or services to other businesses and organisations. These products are often used to support the organisation's operations or as components in their own products.
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What is a 'buying centre' in a B2B context?
A group of people within an organisation who are involved in the buying decision process. It includes users, influencers, buyers, deciders, and gatekeepers.
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What is 'derived demand'?
A key B2B concept where the demand for an industrial product (e.g., steel) is dependent on the demand for a consumer product (e.g., cars). If consumer demand for cars falls, the business demand for steel will also fall.
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Give two examples of promotional methods specific to B2B marketing.
1. Personal selling by a dedicated sales team. 2. Attending and exhibiting at industry-specific trade shows and exhibitions.