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vsMARKETING B2B & B2CVictor GavronschiMarketing Summer School Cluj-Napoca /2012
Despre mine2       Marketing Manager           Inter Cars Romania       Membru & Project Manager           IAA YP Cluj...
Rezumat3       Ce este B2B si B2C?       Diferente intre marketingul B2B si B2C?       Targetare / Segmentare – importa...
B2B & B2C4    B2B- Business to business   B2C- Business to consumer       Relatie comerciala         Relatie comerciala ...
Marketing B2B / B2C5    Marketing B2B                   Marketing B2C       Accent pe relatie              Accent pe tra...
6    Sursa: www.intersectionconsulting.com
Targetare7       Stabilirea publicului tinta in mod specific           De ce?             Comunicare   eficienta       ...
Segmentare8       Divizarea publicului tinta in segmente specifice           Cand?             In   functie de omogenit...
Branding9       Brand: emotiile / trairile / sentimentele clientilor        in raport cu firma in cauza, implicit cu     ...
Diferenta in raport cu produsul /10     serviciul oferit?
Focus?11     Marketing B2B           Marketing B2C        Continut               Avantaje / Beneficii        Profitabil...
Strategia de produs12        Caracteristici / Avantaje / Beneficii        Stoc / Portofoliu        B2C:            Foc...
Strategia de pret13     Tipologii de preturi in B2B:      Pret de lista      Pret cu discount      Pret unic / “special...
Strategia de promovare14        Instrumente similare utilizate in ambele         domenii: advertising, direct marketing, ...
Strategia de distributie15        Principala diferenta consta in tipologia         canalelor de distributie utilizate    ...
Constructia unei actiuni de16     marketing        Etape:            Analiza (situatie vânzări / cercetare de marketing)...
Cateva exemple de marketing17     B2B        IC Journal / Info Proton            Publicatie periodica ce cuprinde: actiu...
Cateva exemple de marketing18     B2B        EXPO Inter Cars         Eveniment B2B- destinat partenerilor         de bus...
Si nu in ultimul rand…19        Fiti indrazneti! (marketingul e de multe ori un         proces de trial-and-error)      ...
Rezolvare20               3       2           1                   4               Sursa: “Gandirea laterala”- Edward de Bono
KEEP CALM                                                 AND                                               BUILD         ...
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Marketing B2B & (vs) B2C

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Transcript of "Marketing B2B & (vs) B2C"

  1. 1. vsMARKETING B2B & B2CVictor GavronschiMarketing Summer School Cluj-Napoca /2012
  2. 2. Despre mine2  Marketing Manager  Inter Cars Romania  Membru & Project Manager  IAA YP Cluj  Consultant Marketing & Trainer Certificat  Mentor – program POSDRU UBB 2010&2011
  3. 3. Rezumat3  Ce este B2B si B2C?  Diferente intre marketingul B2B si B2C?  Targetare / Segmentare – importanta  Branding in B2B / B2C  Exemple practice  Cateva sfaturi…
  4. 4. B2B & B2C4 B2B- Business to business B2C- Business to consumer  Relatie comerciala  Relatie comerciala intre contractuala intre 2 o entitate juridica si o entitati juridice persoana fizica  Parteneri de afaceri  Vanzatori / furnizori  Clienti / consumatori  Numar mare de tranzactii / Numar  Numar scazut de redus de clienti tranzactii / Numar mare de clienti
  5. 5. Marketing B2B / B2C5 Marketing B2B Marketing B2C  Accent pe relatie  Accent pe tranzactie /  Caracter personal produs  Public tinta restrans  Caracter general  Retea distributie /  Public tinta vast forta de vanzari  Puncte de desfacere /  Cumparatori Merchandising “sofisticati”- ghidati de  Cumparatori ghidati ratiune de emotie
  6. 6. 6 Sursa: www.intersectionconsulting.com
  7. 7. Targetare7  Stabilirea publicului tinta in mod specific  De ce?  Comunicare eficienta  Lipsa targetarii?  Costurimai ridicate (productie, distributie)  Mesaj general fara efect
  8. 8. Segmentare8  Divizarea publicului tinta in segmente specifice  Cand?  In functie de omogenitatea publicului  De ce?  Eficientizare costuri / mesaj  Identificare nise  Cum?  Variabile demografice  Variabile geografice  Variabile psihologice / comportamentale
  9. 9. Branding9  Brand: emotiile / trairile / sentimentele clientilor in raport cu firma in cauza, implicit cu produsele sau serviciile acesteia.  Cuprinde: logo, slogan, culori, angajati, sediul firmei, asocierea cu alte concepte / branduri / idei, cultura organizationala etc. “Your brand isn’t what you say it is. It’s what they say it is.” Marty Neumeier
  10. 10. Diferenta in raport cu produsul /10 serviciul oferit?
  11. 11. Focus?11 Marketing B2B Marketing B2C  Continut  Avantaje / Beneficii  Profitabilitate / catre client Eficienta / Productivitate
  12. 12. Strategia de produs12  Caracteristici / Avantaje / Beneficii  Stoc / Portofoliu  B2C:  Focus- beneficii  B2B:  Focus- caracteristici / disponibilitate
  13. 13. Strategia de pret13 Tipologii de preturi in B2B:  Pret de lista  Pret cu discount  Pret unic / “special”  Termenul de plata- caracteristic pietei B2B In faza de “declin” a produsului:  Pret de lichidare  Pret forfetar
  14. 14. Strategia de promovare14  Instrumente similare utilizate in ambele domenii: advertising, direct marketing, Social Media, content marketing etc.  B2C: comunicare in masa  B2B: comunicare directa / tintita (deseori personalizata)
  15. 15. Strategia de distributie15  Principala diferenta consta in tipologia canalelor de distributie utilizate  Marketing B2C:  Focus: punctele de desfacere (online / offline)  Marketing B2B:  Focus: pregatirea fortei de vanzari
  16. 16. Constructia unei actiuni de16 marketing  Etape:  Analiza (situatie vânzări / cercetare de marketing)  Stabilire public tinta / segmentare  Stabilire resurse si obiective de atins (SMART)  Stabilire mecanism actiune si planificare  Stabilire tehnici de comunicare  Implementare / derulare actiune  Control si analize post-actiune
  17. 17. Cateva exemple de marketing17 B2B  IC Journal / Info Proton  Publicatie periodica ce cuprinde: actiuni de marketing ale companiei; informari corporate; articole tehnice; prezentari de produse; noutati din lumea auto etc.
  18. 18. Cateva exemple de marketing18 B2B  EXPO Inter Cars Eveniment B2B- destinat partenerilor de business ai companiei Inter Cars  Furnizori  Clienti  VIP Club Actiune de fidelizare- sistem de acumulare puncte
  19. 19. Si nu in ultimul rand…19  Fiti indrazneti! (marketingul e de multe ori un proces de trial-and-error)  Fiti creativi! (think outside the box)
  20. 20. Rezolvare20 3 2 1 4 Sursa: “Gandirea laterala”- Edward de Bono
  21. 21. KEEP CALM AND BUILD YOUR MARKETING CAREER!21 Va multumesc! www.victor-gavronschi.com victor.gavronschi@gmail.com 004 0751 879 113
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