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Scope and challenge of b2 b marketing
Scope and challenge of b2 b marketing
Scope and challenge of b2 b marketing
Scope and challenge of b2 b marketing
Scope and challenge of b2 b marketing
Scope and challenge of b2 b marketing
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Scope and challenge of b2 b marketing

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Scope and Challenge of B2B Marketing

Scope and Challenge of B2B Marketing

Published in: Business, News & Politics
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  • 1. HBRScope and Challenge of B2BMarketingPresentation by Narayanan Palani, PGDM (Exec)’2011-12
  • 2. Products Sold in industrial markets are usually classified as:• Heavy Equipment• Light Equipment• Systems• Raw Materials• Processed Materials• Consumable Supplies• Components• Services
  • 3. Aspects Distinguishing Industrial Marketing/1• The External Linkages• Derived Demand• Complex Buying/ Selling Process– The influence of the formal organization– The strategic importance of the item beingpurchased– The cost of the item being purchased– The complexity of the need being serviced• Concentrated customer base
  • 4. Aspects Distinguishing Industrial Marketing/2• The Internal Linkages– Emphasis on Technology– High level of customization– Order fulfillment mechanism• Management Challenges• New Product Commercialization• Market Segmentation• Product Policy/Pricing
  • 5. Aspects Distinguishing Industrial Marketing/3• Channels of Distribution– An Industrial marketer will prefer a direct salesforce to external channels when,– There is a manageable number of customers– The purchase value is significant– Customers are concentrated geographically– The sales process is long and complex– Customers require a lot of information andtraining in product use
  • 6. Aspects Distinguishing Industrial Marketing/4• Cross Functional and Interdepartmental coordination:– Large customers may be served by a joint team of sales aswell as technical people– There is a heavy emphasis on teamwork in industrialmarketing• Marketing Social Responsibility:– Increased concern in environmental issues like pollution,waste, global warming– Product design must include creative ways to use recycledparts and components.– Business mission should address the society needs

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