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Ch 6: Business Marketing and Marketing Research

About This Chapter

Watch business marketing video lessons and learn the basics of marketing, marketing research and more. Each lesson is accompanied by a short multiple-choice quiz you can use to check your understanding of these topics.

Business Marketing and Marketing Research

Without marketing it can be very difficult to make a business successful. Marketing can encompass everything from well thought-out campaigns to customers telling others about your products. Marketing can be simple, complex or anything in between. As you'll learn in our lessons, marketing also encompasses much more than just creating some advertisements.

When exploring business marketing, you'll come across the terms B2B and B2C. These stand for business-to-business and business-to-customer, respectively. Our lessons will explain each concept to you and help you to identify the differences. You'll also discover the challenges of each type of marketing.

Marketing includes a variety of terms and concepts. It can be easy to get confused with so much information coming at you. Let our lessons explain everything to you in a clear and concise manner. You'll learn about producers, resellers, governments and institutions. Our lessons will also cover terms, such as new buy, modified rebuy and straight rebuy. Walk away with a complete understanding of all these terms. Know what they mean and how they apply to business marketing.

Marketing research will be defined for you in our video lessons. You'll study the definition, purpose and role of research in developing your marketing strategy. Lessons will also cover how to establish a marketing research project. Watch our lesson explain step-by-step how to put together a productive project. Thanks for watching!

5 Lessons in Chapter 6: Business Marketing and Marketing Research
B2B vs. B2C: How Business Marketing Differs from Consumer Marketing

1. B2B vs. B2C: How Business Marketing Differs from Consumer Marketing

A business-to-business sales situation has numerous key differences from a business-to-consumer situation. Marketing managers must develop a business selling strategy and be aware of the five different aspects of business buying behavior compared to consumer buying.

Business Marketing: Producers, Resellers, Governments & Institutions

2. Business Marketing: Producers, Resellers, Governments & Institutions

In this lesson, you will learn about the four different business markets and what makes them different from each other. You will learn how each business market typically buys goods and services and why it is important for marketers to be able to distinguish between these types of markets.

Business Buyers: New Buy, Modified Rebuy, Straight Rebuy

3. Business Buyers: New Buy, Modified Rebuy, Straight Rebuy

A business-to-business sales situation has numerous key differences from a business-to-consumer situation. Marketing managers must understand how a basic buying center works and the different types of rebuy situations.

Marketing Research: Definition, Purpose and Role in Marketing Strategy

4. Marketing Research: Definition, Purpose and Role in Marketing Strategy

If you're a business owner, you need to know your clientele. Watch this lesson to understand the purpose and role of marketing research strategy in an overall marketing plan. This might be just the info you need!

How to Establish a Marketing Research Project

5. How to Establish a Marketing Research Project

Most consumers don't realize how much behind-the-scenes research and analysis goes into the marketing of a product. With millions of dollars at stake, marketers must use information available to formulate a key marketing plan, decision or change in strategy.

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