This document provides an introduction to business marketing. It defines business marketing as marketing products and services to other businesses, government bodies, and institutions. Key differences from consumer marketing include derived demand, more personal buyer-seller relationships, shorter distribution channels, emphasis on personal selling, greater web integration, more customization, and smaller customer bases. The document also discusses business customers, classifying goods, demand, myths about marketing, marketing management and planning, relationship marketing, types of relationships, phases of relationship development, and safeguarding relationships.
How can companies use packaging,labeling, warranties,and guarantees as market...Sameer Mathur
This presentation is created as a part of a Marketing internship and is based on Chapter 11- 'Setting Product Strategy" from Kotler book of Marketing Management.
How can companies use packaging,labeling, warranties,and guarantees as market...Sameer Mathur
This presentation is created as a part of a Marketing internship and is based on Chapter 11- 'Setting Product Strategy" from Kotler book of Marketing Management.
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
Effective marketing is a customer focused process. The critical first step is knowing who your customer is and how to position your offering. This workshop will cover how to identify the ideal customer segmentation and position a firm's offering in order to create long term customer value.
A Presentation about the Distribution Strategies (Exclusive, Intensive and Selective distribution).
Cooperating with Mrs. Mengzhen Wan and Mrs. Tao Yi.
Distribution Strategy, Function of Channel Distribution, Marketing Intermediaries, Relationship Marketing in Channels, Types of Marketing Systems, and Non store retailing.
The objective of this presentation is to give everyone a little background about the Marketing Process. Please give us your thoughts and insights about this topic by means of commenting below. Let's interact with each other folks! Thank You and Happy Learning!
organizational market. all the individuals and companies who purchase goods and services for some use other than personal consumption. Organizational markets usually have fewer buyers but purchase in far greater amounts than consumer markets, and are more geographically concentrated.
Product decisions in International Marketing management includes market segment decision, positioning and communication decisions. The term product decision includes product strategy, product planning and product management.
For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAc
Distribution Channel
Management of Distribution Channel
Need of Distribution Channel
Need for Channel Management
Channel Partners and their Functions
Difference between Distributor and Wholesaler
Choice of Distribution System
Distribution Strategy
Factors Affecting Effective Management of Distribution Channels
Channel Conflict
Conflict Resolution
Motivating Channel Members
Selecting Channel Partners
Evaluating Channels
Channel Control
While the right B2B marketing strategy will vary by type of product and industry, we do see distinct trends. The marketer’s challenge is to combine the right mix of programs to build market awareness and fill the sales funnel each month at a low blended cost per lead. With that in mind, we examined the recorded effectiveness of the many online lead generation options. Our experiences are summarized in this B2B marketing strategy infographic.
What key tactics best fit our Marketing Strategy?
What B2B marketing tactics are working now for others, and how well?
Where should we emphasize or deemphasize our marketing focus?
There’s no question that the right marketing strategy for your business will depend on your brand, your business capabilities, your solutions, and most importantly, your market. But knowing the distinct trends can and should influence your marketing priorities.
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
Effective marketing is a customer focused process. The critical first step is knowing who your customer is and how to position your offering. This workshop will cover how to identify the ideal customer segmentation and position a firm's offering in order to create long term customer value.
A Presentation about the Distribution Strategies (Exclusive, Intensive and Selective distribution).
Cooperating with Mrs. Mengzhen Wan and Mrs. Tao Yi.
Distribution Strategy, Function of Channel Distribution, Marketing Intermediaries, Relationship Marketing in Channels, Types of Marketing Systems, and Non store retailing.
The objective of this presentation is to give everyone a little background about the Marketing Process. Please give us your thoughts and insights about this topic by means of commenting below. Let's interact with each other folks! Thank You and Happy Learning!
organizational market. all the individuals and companies who purchase goods and services for some use other than personal consumption. Organizational markets usually have fewer buyers but purchase in far greater amounts than consumer markets, and are more geographically concentrated.
Product decisions in International Marketing management includes market segment decision, positioning and communication decisions. The term product decision includes product strategy, product planning and product management.
For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAc
Distribution Channel
Management of Distribution Channel
Need of Distribution Channel
Need for Channel Management
Channel Partners and their Functions
Difference between Distributor and Wholesaler
Choice of Distribution System
Distribution Strategy
Factors Affecting Effective Management of Distribution Channels
Channel Conflict
Conflict Resolution
Motivating Channel Members
Selecting Channel Partners
Evaluating Channels
Channel Control
While the right B2B marketing strategy will vary by type of product and industry, we do see distinct trends. The marketer’s challenge is to combine the right mix of programs to build market awareness and fill the sales funnel each month at a low blended cost per lead. With that in mind, we examined the recorded effectiveness of the many online lead generation options. Our experiences are summarized in this B2B marketing strategy infographic.
What key tactics best fit our Marketing Strategy?
What B2B marketing tactics are working now for others, and how well?
Where should we emphasize or deemphasize our marketing focus?
There’s no question that the right marketing strategy for your business will depend on your brand, your business capabilities, your solutions, and most importantly, your market. But knowing the distinct trends can and should influence your marketing priorities.
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Content is King! Content is also EVERYWHERE... In your face with emails.. In your social streams, sponsored updates, every new app claims to be a "news feed" but nobody has the time needed to read and sort through EVERY blog post! So why not use automation and dynamic apps to filter the internet based on your preferences allowing you to be more productive and read the stuff that is important to you and share that with your community! That is my focus and here are 6 of the tools I use to do this!
"Use Automation to give you more time to be human on social!" - Brian Fanzo
"Listen to your community!
Dynamically find and curate content!
Add your insights & give your followers a reason to follow you!" - @iSocialFanz
Ponencia de la 1ª jornada de marketing industrial de Madrid, IndusMarketing.
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Building an effective product strategy (Early stage start-ups) - UX India, 2013Pankaj Saharan
Presentation by Pankaj Saharan in UX India 2013 Conference held at IIM Bangalore, India.
Topic: Building an effective product strategy (Early stage start-ups)
Three metaphors in B2B content marketing and how they can lead you astray. Content Marketing is guided by the language we use to describe our activities. So metaphors can really shape our thinking. Three in particular are widely used and can be misleading.
Un travail effectué par Soufiane AL KHATIRI et Fadel IDBRAIM, Option "Manager de Plateformes Offshoring" sur le Sourcing et le Supplier Relationship Management (Logistique)
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presented by Rob Bentley and Paul Reiman of Hewitt Associates at the TrueConnection 2008 Sales Performance Management Conference, hosted by Callidus Software
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What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
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effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Business Valuation Principles for EntrepreneursBen Wann
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
2. What is Business Marketing?
Products or services to other companies,
government bodies, institutions, and other
organizations
Also products and services that facilitate their operations
Purchases in industrialized countries account for
more than half of the economic activity
Makes business marketing extremely important
3. Key Differences
Demand for industrial products driven by primary demand
for consumer goods (derived demand)
Nature of buyer-seller relationships (more personal)
Shorter distribution channels (many direct)
Emphasis on personal selling
Greater web integration (communication backbone)
More customization
More complex buying process
Smaller customer bases
4. Business Marketing vs. Consumer
Marketing
Buyer-Seller Relationships
Consumer markets tend to have less personal relationships
between buyers and sellers
Buyer relationships focus on Lifetime Value of the customer
Emphasis on Personal Selling
Greater Web Integration
5. Other Key Differences
Demand for industrial products driven by primary demand
for consumer goods (derived demand)
Nature of buyer-seller relationships (more personal)
Shorter distribution channels (many direct)
More customization
More complex buying process
Smaller customer bases
6. Business Customers
Users
Original Equipment Manufacturers (OEMs)
Industrial Distributors
Government
Institutions
Can you provide examples of each?
7. Business Markets
Original Equipment Manufacturers (OEM)—When
a company purchases a product or service to be
included in its own final product
General Motors, Bosch, IBM, Thyssen-Krupp Elevator
Users
The final consumer
Business can also be users
8. Classifying Goods for
the Business Market
Entering Goods Foundation Products
-Raw Materials - Accessory
Equipment
- Manufactured
Materials -Capital Equipment or
installations
- Component Parts
Facilitating or
MRO Items Can you provide examples
of each?
- Facilitating
Supplies
- Business Services
9. Demand
Business marketers must recognize derived
demand:
Derived demand is the theory that demand for products and
services is derived from the demand for their customers’
products and services
– For example, the demand for wood floor treatment from Bill’s
Floors and More is derived from the demand for new homes,
which puts down hardwood floors
Derived demand can cause demand to swing wildly, called
volatility.
10. Demand (cont’d)
Demand elasticity—the percentage change in sales
relative to the percentage change in price
As price goes up, consumers will look for alternatives, and
sales will go down.
Inelastic demand—sales is not greatly affected by
price
11. Myths about Marketing
More sales equals more profits
Any customer is a good customer
Build a better mousetrap and the world will buy it
Macro markets are more profitable than niche
markets
12. Marketing Management & Planning
Marketing Management encompasses all the
decisions involved in designing and executing
marketing plans to implement the marketing
concept.
What is the marketing concept?
13. Marketing Management & Planning
Environmental Analysis
a Competition - Customers
a Channels - Controls
a Company
Establish Objectives
Strategy
Tactics and Programs
r Product - Price
r Promotion - Place
Implement, Control & Evaluate
Feedback loops throughout the process
14. Think About It
How would marketing telephone services to
businesses (for example to University of Toledo) be
similar and different than marketing them to
consumers?
17. What is Relationship Marketing?
Longer time horizon
High switching costs
Large investment (procedures & assets)
Focus on technology or vendor as opposed to
product or person
Higher importance: strategic, operational &
personal
Collaborative exchange
18. Types of Relationships
One time market transaction
t market exchange with no expectation of future transactions with
each other
Functional relationships
i series of one time market exchanges linked together over time
Relational partners
e long term business relationship in which a buyer and seller have a
close/trusting interpersonal relationship
Strategic partnerships
r long term business relationships in which partners make significant
investments to improve the profitability of both parties in the
relationship
19. Type of Relationship Exercise
Think about a specific relationship that you have
with a professor, a friend, a cousin, and an older
relative who is not a parent.
For each relationship is it functional, relational or
strategic?
How did this relationship get to be this quality?
20. Relationships
Transactional relationships (spot exchange) = one time
exchange
l i.e.: a freight service offering standard boxcars to any shipper
Customer Relationship Management (CRM)
n Systems that focus on collecting and storing data to evaluate
customers and performance
r Makes sales reps’ jobs easier!
’ Typically in software
http://www.netsuite.com/portal/home.shtml
http://www.act.com/
22. Awareness
The buyer and seller consider the other as an
exchange party
No real interaction
23. Exploration
The interaction between buyers and sellers occurs
b Probing and testing
Initial purchases may take place at this stage
This is where the bargaining and communication
take place
24. Expansion
During this phase, one
party has made a request
to alter some aspect
p Customization occurs
c Expectations and norms
are developed
The buyer usually
becomes committed to
this particular seller
25. Commitment
Contracts, agreements, or orders are signed
The two organizations become business partners
and resolve any conflicts that may occur
26. Dissolution
Termination of the advanced relationship
27. Safeguarding Relationships
There are many ways to keep relationships healthy, safe, and
profitable
a Supplier verification—efforts to obtain evidence of supplier
capabilities and commitment
Dependence balancing—having relationships with other
exchange partners, (just in case…)
s Relational contracts—contracts that define continuous planning,
adjusting and resolving conflicts
s Vertical integration—bringing a function or technlology into the
firm
i.e. buying out a supplier
Editor's Notes
For example, if you market to a school or college, they buy a plethora of things in order to keep the institution operating. Note, that business marketing is NOT the same as consumer marketing. They differ in many areas, including the channels of distribution, web integration, and complexity of buying processes.
It is absolutely important for relationships to be strong in Business Marketing. Without the ability for the seller to know the buyer, it is impossible to design customized products and services that enhance the LTV. This is rarely the case in Consumer Markets. Remember that in the end there is ultimately, (well for the most part, we guess), an end consumer that uses a particular product or service. Therefore, all products designed to every business along the way must ultimately follow the demand of the end consumer.
Note, although the user is the consumer of a product, it may be a company (GM) that uses the product in another business process
Take a look at the derived demand section in your book.
It is very common for many organizations to fall into some of these traps. For example, is GM trying to “catch the mouse,” or are they trying to build a better mousetrap?
Relationship Marketing is an interesting because in a sense, the way that we do marketing today, especially in the business-to-business domain, is essentially almost exclusively relationship marketing. In other words, one needs to question the meaningfulness of the concept, if it’s almost synonymous with marketing. Can you think of any examples where there is NO relationship? Firms want repeat business, customers buy because they have familiarity with the product brand so they feel connected to it … by definition these have some component of relationship. It is only the PURE transaction that has no relationship: no prior knowledge, history, and no expectation of any future interaction at all. Yet, it is very valuable to spend some time thinking about relationship marketing because it does reflect our orientation today … it changes the fundamental nature of marketing if we want the customer to come to us with some prior knowledge, some idea of what to expect, if we want to assure that we have a possibility for future interaction.
Relationship Marketing assumes that we are working toward an on-going interaction with our customer. If we are trying to establish a longer time horizon then we need to determine which customers we are willing to invest in. In true relationship with customers, we may find that we become so dependent on one another that we it would be harder to change to another customer, or for the customer to another supplier. This happens because there has been investment in one another and often this is determined on the basis of the technology or the vendor’s overall capability rather than the individual product or a particular personal relationship. When this happens, these relationships become strategically important, as well as operationally and personally important to those involved. The nature needs to be win-win or collaborative or the relationship won’t be sustainable. For example, take a look at Land’s End as a customer. Land’s End is a business and it works very closely with it’s suppliers. Suppliers who want to market their products to Land’s End must meet certain requirements. First, Land’s End needs certain capability and specifications. Next, Land’s End requires all of its suppliers to use a common technology that provides for inventory interface, tracking and so forth. However, Land’s End is willing to invest in the suppliers … if a it wants a particular supplier it may help to support the start up costs of the technological platform. The supplier has to be willing to invest the time and change in process to get the new system up to speed. This example can show how the exchange has to be viewed as longer in time horizon, bigger investment, a focus on the total vendor and the technology, and higher importance.
There are really three types of relationships. One time market transaction is where there is no relationship and represents one extreme anchor on a continuum from no relationship to complete immersion, which might be anchored by vertical integration. In between we can flow from functional relationship to strategic partnership in varying degrees. Let’s take the Schmidt School of Professional Sales as an example. The Schmidt School partners with businesses to benefit both, and has a variety of different types of relationships. Let’s look at Marathon. The Schmidt School has provided a number of students to Marathon over a number of years. Marathon continues to come and recruit our students, and the Schmidt School is delighted to have students placed in internships and full time positions with Marathon. However, we maintain a functional relationship with Marathon. It exists for a series of transactions over time, but there is no further relationship development. Sales faculty don’t know its recruiters and they don’t know us. There is no investment, financially or otherwise, between the two firms. Contrast this to 3M. At one time 3M was much like Marathon. Yet the recruiter was so impressed with our students that he sought the faculty out to find out more about what we were doing. We began to have lunch when he would be in town and meet him occasionally at conferences. He offered to speak in classes. We moved to relational partners. Then one day at lunch, he said to two of us, “we need to figure out how to move UT from this functional relationship with our higher ups to a strategic relationship.” We began to plan. The director went to HQ in Minneapolis. 3M gave us some scholarship money. We eventually advanced to where we are today with UT being a 3M Frontier Partner and 3M supporting a room in the new building and being a corporate partner in the Schmidt School.
Try to think about the questions above.
Relationships between buyers and sellers are at the center of modern sales theories. By building relationships with customers, as a seller, you can move away from one-time, transactional marketing and towards business on a consistent basis, which will make you more profitable as a marketer and as a salesperson. Strategic partnerships are becoming more and more popular as organization work together in more research and development efforts to come out with the latest and greatest technologies around the world.
Your text includes a great discussion of the stages that business firms tend to go through. There is no requirement that firms continue along the continuum. A firm may stop at awareness or expansion or commitment and stay there indefinitely. Make sure to take a special look at exhibit 2-4 on page 43 of your text.
Remember that a relationship can end or stay in a current stage indefinitely
Many relationships continue for long amounts of time. For example, it is doubtful that the relationship between McDonalds and Coca-Cola will dissolve anytime soon. Coca-Cola products are the only beverages sold in most McDonalds
Relationships between buyers and sellers are necessary in today’s world. Although it is nice to be able to trust your business partner, these are ways of preventing the relationship from going south and maintaining profitability.