• Business-to-business (B2B) marketing: process of buying and selling goods or services to be used in the production of other goods and services, for consumption by the buying organization, or for resale by wholesalers and retailers.
• Involves manufacturers, wholesalers, retailers, and service firms that market goods and services to other businesses but not to the ultimate consumer.
• The distinction between a B2B and a B2C transaction is not the product/service itself; rather, it is the ultimate purchaser and user of that product or service.
• Ex: selling jeans to an industrial supply firm, which then sold them to a custodial firm whose employees would wear them on the job, the transaction would be a B2B transaction because the jeans are being purchased and used by a business rather than by an individual household consumer.