This document provides an overview of business-to-business marketing. It discusses how B2B marketing has evolved into its own discipline separate from consumer marketing. Key aspects of B2B marketing covered include the nature of B2B customers and products, characteristics of B2B markets, the organizational buying process, market sensing, collecting customer information, and globalization trends such as outsourcing. Effective B2B strategies require understanding customer needs and creating superior value through products and services. Successful implementation depends on team motivation and assessment of goals.
Business marketers rely on segmentation for marketing efficiency and effectiveness. This presentation explains how to segment business markets, the key segmentation variables, how segmentation aids prospecting efforts, how to create personas, and how clean data makes segmentation easier.
Business marketers rely on segmentation for marketing efficiency and effectiveness. This presentation explains how to segment business markets, the key segmentation variables, how segmentation aids prospecting efforts, how to create personas, and how clean data makes segmentation easier.
Segmentation, Targeting and Positioning (STP)RitikaSingh267
STP -
1. Segmentation - Market segmentation is the process of
dividing a target market into smaller, more
defined categories.
It segments customers and audiences into
groups that share similar characteristics
such as demographics, interests, needs, or
location.
2. basis of segmentation - a) Demographics b) Geographic c) Psychographic d) Behavioral e) Benefit segmentation.
3. Advantages of segmentation - Helps distinguish one customer group from another within a given market.
Facilitates proper choice of target market.
Facilitates effective tapping of the market.
Helps divide the markets and conquer them.
Helps crystallize the needs of the target buyers.
Makes the marketing effort more efficient and economic.
4. Examples -
5. Effective market segmentation - Measurability (In terms of size and purchasing power)
Accessibility (Reached and served through suitable means of distribution of promotion)
Substantiality (Large and profitable)
Differentiability (Clearly distinguishable)
Action ability (To be effective makers of segmentation should be compatible with the manpower, financial and managerial resources)
6. Targeting - Targeting is a strategy that breaks a large market into smaller
segments to concentrate on a specific group of customers
within that audience.
Instead to trying to reach an entire market, a brand uses target
marketing to put their energy into connecting within a
specific, defined group within that market.
7. Targeting strategy - Undifferentiated Strategy
Concentrated Strategy
Differentiated Strategy
Micro – marketing Strategy
8. Mckinsey matrix
9. Positioning - Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness.
10. Why positioning? - To create a distinct place of product & service or corporate in the minds of customer.
To provide a competitive edge to a product or an attempt to convey attractiveness of the product to the target market.
To give the target market reason of buying our product/service and then formulation of all strategies according to the customer perception.
11. Strategies of positioning
12. Final steps of framework - Symbolic positioning
Functional positioning
Experiential positioning
13. example of coca cola vs pepsi
Pharmacies serve consumer, business, and government markets. Each market requires different marketing strategies. This presentation describes what pharmacists need to know about B2C, B2B, and B2G marketing.
Whats Going On? Communication: What Hurts & What Worksguestbac1308
How often do you face communication situations you don’t like or want? Situations that leave you feeling angry, hurt, frustrated, humiliated? If you don’t want to be striking out or sucking it up, if you don’t want to be an ass or a doormat, if you’d like to be able to handle even the most difficult situations with class and style you can be proud of (and other people will admire) - explore 'what's going on' and 'what we can do about it' at suemaree.com - loads of information for free, buy the book, contact Sue-maree for speaking engagements - keynotes, workshops & seminars at corporate, school & community events: web: suemaree.com email: suemaree@suemaree.com phone: +61 416 187834
Segmentation, Targeting and Positioning (STP)RitikaSingh267
STP -
1. Segmentation - Market segmentation is the process of
dividing a target market into smaller, more
defined categories.
It segments customers and audiences into
groups that share similar characteristics
such as demographics, interests, needs, or
location.
2. basis of segmentation - a) Demographics b) Geographic c) Psychographic d) Behavioral e) Benefit segmentation.
3. Advantages of segmentation - Helps distinguish one customer group from another within a given market.
Facilitates proper choice of target market.
Facilitates effective tapping of the market.
Helps divide the markets and conquer them.
Helps crystallize the needs of the target buyers.
Makes the marketing effort more efficient and economic.
4. Examples -
5. Effective market segmentation - Measurability (In terms of size and purchasing power)
Accessibility (Reached and served through suitable means of distribution of promotion)
Substantiality (Large and profitable)
Differentiability (Clearly distinguishable)
Action ability (To be effective makers of segmentation should be compatible with the manpower, financial and managerial resources)
6. Targeting - Targeting is a strategy that breaks a large market into smaller
segments to concentrate on a specific group of customers
within that audience.
Instead to trying to reach an entire market, a brand uses target
marketing to put their energy into connecting within a
specific, defined group within that market.
7. Targeting strategy - Undifferentiated Strategy
Concentrated Strategy
Differentiated Strategy
Micro – marketing Strategy
8. Mckinsey matrix
9. Positioning - Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness.
10. Why positioning? - To create a distinct place of product & service or corporate in the minds of customer.
To provide a competitive edge to a product or an attempt to convey attractiveness of the product to the target market.
To give the target market reason of buying our product/service and then formulation of all strategies according to the customer perception.
11. Strategies of positioning
12. Final steps of framework - Symbolic positioning
Functional positioning
Experiential positioning
13. example of coca cola vs pepsi
Pharmacies serve consumer, business, and government markets. Each market requires different marketing strategies. This presentation describes what pharmacists need to know about B2C, B2B, and B2G marketing.
Whats Going On? Communication: What Hurts & What Worksguestbac1308
How often do you face communication situations you don’t like or want? Situations that leave you feeling angry, hurt, frustrated, humiliated? If you don’t want to be striking out or sucking it up, if you don’t want to be an ass or a doormat, if you’d like to be able to handle even the most difficult situations with class and style you can be proud of (and other people will admire) - explore 'what's going on' and 'what we can do about it' at suemaree.com - loads of information for free, buy the book, contact Sue-maree for speaking engagements - keynotes, workshops & seminars at corporate, school & community events: web: suemaree.com email: suemaree@suemaree.com phone: +61 416 187834
Branding begins with the consistency of presentation that becomes the identity of a company. This session comprises deep study of business to business branding.
Week 8 OverviewPrinciples of Marketing MRKT 310 .docxphilipnelson29183
Week 8 Overview
Principles of Marketing
MRKT 310
Our last week is all about some special topics. We would be remiss by not addressing them in a principles course so that your learning outcome will include a broader picture of the marketing discipline. Perhaps we’ve even piqued your interest in becoming a marketing major!
Special Topics in Marketing
B2B, MIS and Marketing metrics
8.1 The characteristics of Business-to-Business (B2B) markets
8.2 Types of B2B buyers
8.3 Buying centers
8.4 Segmenting B2B customers
8.5 Types of B2B offerings
8.6 Stages in B2B selling process and B2B buying situations
8.7 Marketing Information Systems
8.8 Predicting, monitoring and measuring marketing strategies
Our special topics include:
A brief overview of Business-to-Business marketing showing you both how it is the same as Business-to-Consumer marketing, but pointing out those few concepts unique to B2B situations.
We also need to introduce you to Marketing Information Systems. We have stressed throughout the course the importance of marketing research and the compilation of data on consumers, competitors and the environments. A good place to store all this data is in a well designed and functional MIS system that can generate management reports marketers can use to monitor trends, customers and performance. We won’t be covering the basics of marketing research as you should have been exposed to the research process in a prior statistics course.
Lastly, the best marketing plans are useless if they don’t include ways to assess their effectiveness; so we will take a short look at financial performance metrics and plan performance metrics.
8.1 Characteristics of B2B markets
More products sold in B2B than B2C markets
Business products can be very complex
Complex buying dynamics at organizations
Requires more personal selling
Based on derived demand
More fluctuations in demand
Special Topic 1: Most marketing careers are likely to begin in a B2B environment as those marketing activities comprise the bulk of marketing budgets worldwide.
A basic notion that makes B2B different from B2Cd is the concept of derived demand. In other words, a B2B marketer would have nothing to market if it wasn’t needed for some other product. This is why when consumer spending goes down, the effect is widespread in terms of businesses hurt and people losing jobs that seem totally unrelated to the lost revenues of the product no longer being bought.
Differences between Business-to-Consumer markets and Business-to-Business markets
Here’s a handy chart that outlines the major differences between B2B and B2C for easy reference.
8.2 Types of B2B buyers
Everyone BUT the end user
Producers
Resellers
Governments
Institutions
Understanding B2B buyers is pretty simple — everyone but the end user, that would be a B2C buying situation as we have been discussing throughout the course before this week. Many students .