Chapter 7 - Business Marketing

                            Business marketing is the marketing of goods and services to individuals and organizations for purposes other than personal consumption. An example of this would be the sale of a PC to a college or university. This relates to TRESemmé because if I were to go to a salon to cut my hair or style my hair in any way, most salons carry a TRESemmé products that they use on customer's hair. This is a way of business marketing because the hair salon is letting their customers try out TRESemmé's products in their own stores so it is not personal consumption. This is actually a great way to achieve business marketing.

                     Business marketing on the internet has to do with the use of internet to facilitate activities between organizations. This process is called business-to-business electronic commerce. If someone is curious about using a product from TRESemmé because they are not sure if it works well or not, they can ask their questions online and they will get a reply from another individual on the internet. Another thing they can do is just type up the questions online and find more information about what they are looking for about a certain product from TRESemmé. There are a few websites that talk about this specifically for their target audience on the internet. Shampoo and hair-styling websites are a great source to find out more about TRESemmé's products. Some consumers don't prefer to look things up online, they rather go to the store and ask retailers themselves, but it is all about what the consumer wants. TRESemmé has a Twitter account, which is one of the best social media a company can be part of because it allows people to know more about the company and their new products coming out, it is helpful in maintaining contacts with networks: https://twitter.com/TRESemme

                               Relationship marketing is a strategy that has to do with seeking and establishing partnerships with customers. TRESemmé builds relationships with their customers as much as they can by answering their questions and lowering prices on some of their products. This is important because nowadays consumers have become more demanding and competition has become more intense. TRESemmé's loyal customers are more profitable than those who are price sensitive and have little or no difference among brands or suppliers. Facebook and Twitter is a great course of relationship marketing for TRESemmé, since they don't actually have their own store, they have their products in drugstores or a few supermarkets. A strategic alliance is an agreement between business firms. TRESemmé has an agreement to manufacturers and suppliers since their products are sold in drug stores and supermarkets. This is how TRESemmé makes money, by selling their products in many stores and earning money when someone buys them. 

                   There are 4 major categories of business customers. Producers (includes profit-oriented individuals and organizations that use purchased good and services to produce other products), Resellers (includes retail and wholesale businesses that buy finished goods and resell them for a profit), Governments (include thousands of federal, state, and local buying units), and Institutions (includes schools, hospitals, colleges and universities, churches, etc.). When it comes to TRESemmé, this company follows the producers category because that is how they keep their company alive and going.

                    Demand in a business is derived unlike a consumer demand. Derived Demand is used when organizations buy products to be used in producing their customers' products. When it comes to Purchase Volume, customers buy in much larger quantities than consumers, which can be put into customers who buy products from TRESemmé. TRESemmé puts their products in locations where they know customers will buy their products to make it much easier for them, this has to do with the location of buyers. When it comes to business products, there are different types. TRESemmé's business products are known as supplies because they are consumable items that do not become part of the final product. Most of TRESemmé's products have relatively short lives and are inexpensive compared to other business goods out there.

                       Business buying behavior is the way a business decides to buy from other places. They have five important aspects which are: buying centers, evaluative criteria, buying situations, business ethics, and customer service. In buying centers, there is more than one person involved in a purchase decision. In evaluative criteria, business buyers evaluate products and suppliers against three important criteria: quality, service, and price. In buying situations, business firms, especially manufacturers, must decide whether to make something or buy it from an outside supplier. In business ethics, businesses refer to the moral principles or values that generally govern the conduct of an individual or group. In customer service, business marketers are increasingly recognizing the benefits of developing a formal system to monitor customer opinions and perceptions of the quality of customer service. In order for a company to have their things together, they must follow these five important rules. TRESemmé definitely follows these rules which is why they are one of the most top-selling hair stylist brands around the world.