Nigeria's free digital learning hub. Videos, lecture notes, practice questions and leaderboards aligned with CCMAS, NBTE, NCCE, WAEC, NECO, IJMB and JAMB curricula.
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Nigeria's free digital learning hub. Videos, lecture notes, practice questions and leaderboards aligned with CCMAS, NBTE, NCCE, WAEC, NECO, IJMB and JAMB curricula.
Marketing · 200 Level · Second Semester
MKT 212 Business to Business Marketing is a 200 Level course in the Marketing department, taught in the Second Semester. On La-Net Hub you can watch all 10 recorded lectures for free, grouped into 10 series, read the course lecture note online or download it as a PDF, and test yourself with practice questions.
The foundations of how organizations market products and services focus on the principles and processes used to identify customer needs and deliver value effectively. Marketing begins with research to understand target audiences, followed by the development of strategies involving product design, pricing, promotion, and distribution—often referred to as the marketing mix. Organizations aim to create awareness, attract customers, and build long-term relationships through branding, advertising, and customer engagement. These foundations also emphasize competition, innovation, and responsiveness to market trends, ensuring that products and services remain relevant and appealing. Overall, marketing serves as a bridge between organizations and consumers, driving sales, growth, and customer satisfaction.
Industrial buying behaviour and buyer characteristics refer to the decision-making processes and traits of organizations when purchasing goods and services for production, operations, or resale. Unlike individual consumers, industrial buyers are typically more rational, structured, and focused on factors such as cost, quality, reliability, and long-term value. The buying process often involves multiple participants—such as managers, engineers, and procurement officers, each influencing decisions based on their roles. Buyer characteristics may include organizational size, budget constraints, industry requirements, and relationships with suppliers. Overall, industrial purchasing is more complex and formalized than consumer buying, emphasizing strategic planning, negotiation, and efficiency in meeting organizational goals.
