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Transactions between companies.

Ex: Avant Tecno buys steel components from suppliers – a B2B transaction.

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Transactions where businesses sell directly to consumers.

Ex: A student buying shoes from a sports store is a B2C transaction.

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Benefits customers gain compared to costs. Ex: Fuel-saving machines create customer value by reducing costs.

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Difference between total value and total cost.

Ex: Machine saves €90,000, costs €15,000 → perceived value €75,000.

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Sum of all benefits a product provides.

Ex: Automated packing machine’s value equals labor costs it replaces.

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Demand depends on customer’s own sales. Ex: If tractor sales fall, demand for fuel tanks also falls.

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Market dominated by few sellers.

Ex: Only few companies make farm tractors → oligopoly.

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How demand reacts to price changes.

Ex: Bolt prices rising won’t reduce car makers’ demand (inelastic).

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Group of professionals involved in purchase. Ex: Purchasing, finance, and production managers join decision-making.

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Showing product functions to customers.

Ex: Kemppi shows welding machine software in a demo.

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Dividing market into groups with similar needs.

Ex: HoseCut targets manufacturers with advanced IT systems.

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Decisions based on business logic.

Ex: Company buys a welding robot because ROI is 8 months.

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How a product is perceived vs. competitors. Ex: HoseCut positions its machines as high-quality, easy-to-use.