The document discusses 5 inquiries regarding business-to-business marketing channels. For inquiry 1, distributing through existing distributors and dealers would be most efficient for installing 300 PCs across the country. For inquiry 2, contacting the software customer directly could secure the order, while using a value-added reseller for installation takes advantage of their expertise. For inquiry 3, an area sales manager should contact the new customer directly and introduce distributors later as the relationship develops.

1. Direct or Indirect
Business to Business Marketing

2. Enq. No. 1: Customer: Central Government
In this case we would go for sale through distributors. Since the requirement is for 300 personal
computers which are to be installed across the country in major cities and towns, it can be
handled through the distributor and dealer network quite efficiently. Moreover it is given that
these distributors and dealers deal mainly in PCs and notebooks. Any after sales service can be
handled by the dealers and we can provide the parts support.
Enq. No 2: Software exporter
It is given in the situation that the customer is new and the product required has very slight
variation Hence we can get the order by directly interacting with the customer. However we can
use the Value added reseller (VAR) channel to supply and install the required number of servers
and PCs.. Since the VAR carries only our company’s product, we can trust him to provide proper
after sales service to the customer. We also do not know what channel the MNC competitor
would go for in this deal. Hence as a preemptive measure, it is advisable to go direct to secure
the order, but in order to avoid the time and cost of installing the items we can use the VAR to
meet the customer requirement. Moreover since the installation is to be done in a single location,
it is convenient for the respective VAR to fulfill the requirement.
Enq. No.3 Private Limited
In this case, as the customer is new we can ask the respective area sales manager (ASM) of any
metro city to contact the customer and take the deal for the first time and serve the customer to
his best ability as there is a potential for future business with this customer. In subsequent deals
as the business relationship develops with the customer, the ASM can take the respective
distributor along with him and introduce the distributor to the customer. We have chosen the
distributor channel as it is given that the business of PC servers is increasing through the
distributor channel. In gradual stages the deals can be directly handed over to the distributor and
thus a smooth transition can be done.

3. Enq. No.4 Private firm
Here it is given that the customer is an existing customer who is looking forward to expand his
operations. In this case as the customer requires a total solution encompassing of PC server, PCs,
networking products and software products, it is advisable to give this deal to a system integrator
who can provide the entire solution to the customer. Focusing on the fact that the client is in an
expansion phase, so assigning a reseller (VAR) if needed would also complement the services
we already provide. The VAR being a technocrat may help the expanding customer to meet his
generic I.T demands (say PC, printer etc) on a continuous basis at the same time garner smaller
yet critical incremental revenue over the period from the customer.
Enq. No.5 State Government
In this case the customer has a consultant (who works as an influencer) in deciding which vendor
to order from. So the primary requirement is to prove ourselves as the best firm in order to clinch
this deal. The company can provide the best deal in terms of price and warranty (as the margins
for distributor and dealer can be avoided) if it goes direct in this case and hence get the deal. We
can ask our sales force which is spread across the country for installation of the items. (Example
Lenovo Bulk Deal for MIT and TAPMI)