B2B versus B2C Marketing - Major Differences Along the Supply Chain of Fast Moving Consumer Goods (FMCG)
Seminar paper from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3 (A), Anglia Ruskin University (Ashcroft International Business School), language: English, abstract: This work identifies, analyses and evaluates major differences along the supply chain between business-to-business (B2B) marketing and consumer marketing (B2C) in terms of companies involved in the production and trade of fast moving consumer goods (FMCG). This work focuses on the marketing-mix concept, external aspects of marketing and examines aspects concerning the competitive environment. This work mainly focuses on marketing activities along the supply chain of the brand SCHWARTAU. SCHWARTAU is a brand of food products (marmalade) by the company SCHWARTAUER WERKE GmbH. The company is located in Bad Schwartau, Germany and sells its products all over Europe with focus on Germany and mainly other Western European countries.
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51 million Advertising Appendices Figure Armstrong 1991 Aust B2B and B2C B2B relationships B2C market consumer B2C promotion bargaining power branding strategies Business site marketing Business-to-Business Marketing buyers carrier of information chain of FMCG companies involved Competition on B2B consumer behaviour consumer goods FMCG corporate branding corporate family branding Customer Decision Making Units distribution channel fast moving consumer Financial Times Prentice food retail companies Germany http://www.inventoryops.com/dictionary.htm Huettner important Indirect distribution industrial marketing influence on sales influences on B2B integrated solutions Internet Intervening organisation Investment goods marketing Koelzer Kotler and Armstrong Low context culture Lueth major differences manufacturer marketing activities marketing is mainly marketing of FMCG marketing the package markets SCHWARTAU example penetration strategy perceived value PEST-Environment Piontek Prentice Hall pricing strategies products ingredients purchasing reverse auctions sales promotion SCHWARTAU products SCHWARTAUER WERKE SCHWARTAUER WERKE’s bargaining sold supermarket suppliers supply chain management terms of FMCG Units DMU whole value chain Wright