Marketing, Business to Business Marketing Term Paper

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In the case of industrial products, as is the example with AANX, the contract between the purchaser and the seller will need to include elements such as the seller's capacity to deliver a certain amount of the supplied parts over a period of time, as well as quality limits for these.

The case of AANX had an additional requirement, because of the restricted access to the e-marketplace and many other industries most likely practice this approach as well, so as to protect data and information: the need for privacy. This was provided by the fact that the e-market was a private one, with access given only to members of the Australian automotive industry and the suppliers part of the production process.

The figure above presents the different e-marketplace situations that can occur, depending on the total number of buyers and sellers participating in the process. The marketplace model, present as a model with numerous sellers and numerous buyers is the one that is representative for AANX. However, it is important to mention that this is a marketplace with a numerous, yet limited number of sellers and buyers, depending on the number of players in the automotive industry who will conduct business this way and those that are given access to the network.

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As we can see, Ford Motors in Australia is involved at different levels in the B2B activity, each different from the B2C actions it performs on the Australian market. First of all, it acts as a seller in B2B activities with medium, small, corporate or government companies for example. In this sense, it uses its website to provide the necessary information and initial technical support. On the other hand, it is active in an e-marketplace that reunites part suppliers with automotive clients as a buyer, purchasing advantageous parts from suppliers......

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