Business To Business Marketing Assignment Report

BUSINESS TO BUSINESS MARKETING 0
BUSINESS TO
BUSINESS
MARKETING
System04121
3/31/2020

BUSINESS TO BUSINESS MARKETING 1
Case 1
Answer 1: the current Business to Business (B2B) and
Business to Consumer (B2C) customers of Nynas
product (Bitumen) and explain their characteristics.
Bussler (2013) maintains that marketing business to business (B2B) primarily implies
selling products and services to organizations, government agencies and others who use them
to generate their own goods and services. Nynas 'B2B clients include organizations and
associations, who invest in the introduction of a new road building programme. Members
include a team of experts, analysts and administrators who decide on matters relating to the
commodity, contractual and supply specifications of bitumen (Brennan, & Croft, 2012).
Other B2B customers included: Locals use bitumen to surface floors for a housing
department, carriers that are purchasing the bitumen injection need the commodity to repair
cracks on the major roads in the region, and carriers like Tarmac who need bitumen also
purchase this commodity in a ready-to-use fashion (Sima, 2013).
Chiu et al, 2014 (85-114) reported that commercialization of goods and services to the
final user of such items is ultimately the outcome of the industry for consumers (B2C). B2C's
goods customers include, for example, contractors, Regency Mews Properties who purchase
polymer enhanced balm asphalts used as waterproofing membranes and the everyday
customers engaged in the regular re-purchase of the drug.

BUSINESS TO BUSINESS MARKETING 2
Answer 2: the type of business market(s) procuring
Nynas product, and explain their buying process?
According to Armstrong et al. (2015), markets for the procurement of bitumen for
absorption, use, usage, and / or resale apply both to local and foreign markets. The local
business demand for the commodity of Nynas includes: state bodies and local government
entities such as local road surveyors and city councils who purchase the commodity for
constructing residential floors and fixing city highways, companies participating in open
markets or who offer the bitumen to local whalers’ and distributors. The international
business market includes the European market for bitumen-based products (Cortez &
Johnston, 2017).
Answer 3 analyse and explain the buying situations of at
least three business customers of Nyna.
To Nyna clients, there are specific buying conditions. There is the immediate re-buy
circumstance in which businesses buy Nyna's bitumen and repurchase the stock immediately.
Most Nyna customers engage in the daily reconstitution of the drug, with minimal contacts
between Nyna and the consumer in the automated reconstitution phase.
The second procurement scenario requires new challenges to procure a bitumen
component, in order to evaluate and fix the problems with the existing equipment
manufacturer; parties are engaged in the intense re-evaluation of many possible options and
the implementation of the purchasing cycle. In this scenario there is a modern road building
program and structured tendering processes are in effect, and severe fines are levied for
delayed delivery and defective goods. The project requisites, the mutual commitments of the
two sides and the latest technologies to be implemented in software distribution and
implementation shall be decided by teams from all groups, i.e. the Nyna and scheme

BUSINESS TO BUSINESS MARKETING 3
management. In addition, several people, including supervisors, professional support team
members, design, accounting, and logistics personnel, would be active in the purchase phase.
The other purchasing scenario includes changed re-buying where consumers reassess
different choices with respect to their vendors and the disparity in the implementation of
technology in the commodity. In this situation, Nyna receives midnight calls from surveyors
of the carriageways who find cracks on the main roads and can want to use bitumen from
Nyna to fix the issue (Lacka, & Chong, 2016).