...Marketing 160 576767818 BINBIN XI B2B Marketing Business-To-Business, a transaction that occurs between two companies, as opposed to a transaction involving a consumer. The term may also describe a company that provides goods or services for another company. With the development of e-marketing and global competition, B2B (Business to business) marketers are asking whether branding, especially corporate branding, can help improve their competitive position in the new economy (Investorwords.com, 2015). Business-to-business sites will approach the web marketing and website from a different aspect. Business-to-business transactions are laid out on a more personal level consisting of vendor to customer relationships. Competition is high in the B2B market, generally giving way to more haggling about prices. Marketing for a B2B "seller" is designed to differentiate itself from the competition by marketing the value proposition to its target market as one that will save the "buyer" companies a great deal of time and money by automating as much of their supply chain as possible（Baroova，G. 2010）. This is done through the traditional offline methods of advertising, tradeshow, field sales etc. along with websites that provide customer only access to their accounts and inventory. In addition, e-mail marketing and other communications using the supply chain channels is effective. Many business sites drive "those interested in learning more," to register and give their contact...
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...B2B Marketing in a Digital World Today, digital has developed to be the focal subject crosswise over commercial enterprises. Business can no more stand to stay oblivious of the movements happening around, particularly in light of the fact that everybody - prospects, clients, and accomplices are unequivocally grasping digital technologies. Because of the fast selection of mobile devices, regularly expanding push for coordinated effort, expansion of cloud-based service and increasing competition, companies are pushing the limit to drive proficiency through innovation. Businesses today understand that digital is the stage to influence keeping in mind the end goal to pick up accomplishment in a quickly changing financial situation. With digital showcasing, business now has the assets to perform deals and promoting procedures that were already accessible just to big enterprises. Without a call center, small business can connect with viably with different customers, even to clients from any parts of the world regardless of the fact that they don't have physical stores or branches in these areas. Small organizations have almost no assets and even capitalization. This is the reason Digital Marketing gives them a superior and a great deal more financially savvy promoting channel that conveys results Business marketing products and services online measure accomplishment by the rate of approaching activity gets converted into leads, supporters or deals, contingent upon the planned...
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...Business-to-business (B2B) markets products or services to commercial businesses, government bodies and institutions for various purposes including for resale, commercial use or for incorporation in their products or services (Hutt & Speh, 2010). Business-to-consumer (B2C) markets products or services to individual buyers for their own personal consumption (Hutt & Speh, 2010). Although both are selling products and services, there are differences that distinguishes these two types of market from each other, especially when it comes to formulating strategies and marketing activities. Therefore, I agree with the statement. In general B2B is relationship-driven whereas B2C is product-driven. B2B focuses on relationship marketing efforts by retaining loyalty and meeting the needs of buyers while B2C focuses on developing products that fit into specific target markets rather than based on buyer needs. One of the difference is the market structure of both markets. B2B market is niche size. There are relatively few buyers however those buyers are large buyers. B2C market is large in size but consists of small buyers. Also, B2C market is pure competition whereby there are many sellers and buyers in the market. Due to the target market being a mass market, a single buyer or seller does not have much effect on the market. However, the niche size B2B market is oligopolistic competition with very few sellers, hence they are sensitive to each other’s pricing and marketing strategies. Therefore...
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...B2B Marketing Verses B2C Marketing Opportunities Business-to-business (B2B) and business-to-consumer (B2C) marketing is different. Some people think marketing is marketing and whether it is marketing to consumers or marketing to businesses, it is still just marketing to people. E-commerce is rapidly becoming the new frontier of the 21st century. As a business strategy with tremendous potential, is worth taking a close look at what works and why and why it can work. In the today business environment, there is a clear advantage to being on the Web ahead of the competitors and in presenting a high quality image and positive, productive communications through Internet contacts. Advertising by promotional pages is an extremely effective way to highlight a single product and is rapidly becoming the product presentation form preferred. Especially when combined with e-mail or newsletter programs, it offers terrific versatility in adapting your advertising to specific interest groups and retail customers. Promotional pages have been regularly used in print media to introduce a product, but the electronic version can be used and reused for as long as needed without additional printing expense. It is clean, focused, concise, and detailed, is the next best thing to putting a product sample in the consumers hands. Marketing by means of the Internet offers both opportunity and hazards for businesses that choose to operate online. On the opportunity side, the B2B electronic market is an remarkably...
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... |PV Technologies Inc: Were they asleep at the Switch? | | |What could be the reasons for the unfavorable evaluation of PV technologies by Greg Morgan? | | |Evaluate alternative course of action available to PVT to gain favorable evaluation by Solenergy for the Barstow | | |Project? | | |What short term and long term policies and processes should PVT develop and implement to effectively improve its | | |marketing programs? | |3 |Kunst 1600 | | |What are the major, quantifiable value and price elements associated with the Kunst 1600? | | | | | |What additional value placeholders, elements not presently quantified, merit consideration in your value model? | |...
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...Session 01 Introduction to Business Marketing Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 Agenda B2B perspective Differences between consumer and business marketing Types of customers Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 1 Reading Business Marketing Management: B2B (Hutt, Speh) – Chapter 1: A Business Marketing Perspective Industrial Marketing (Krishna K Havaldar) – Chapter 1: The Nature of Industrial Marketing – Chapter 2: Understanding Industrial Markets and Environment Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 B2B Perspective Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 2 B2B Marketing Industrial Marketing Business Marketing Organizational Marketing Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 Business Markets Markets for products and services – Bought by • Businesses, Government Bodies and Institutions – For • Incorporation – Raw materials, ingredients, sub-assemblies… • Consumption – Stationery, housekeeping services, security services, fuel… • Use – Machinery, forklift trucks, computers, air-conditioners, furniture, cars… • Resale Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 3 Business Marketing (B2B Marketing) Many definitions… – Marketing activities of an organization which has exchange relationships...
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...Unit 5 – Content Marketing Business-to-Business marketing - MKT301 For the unit 5, we are to discuss why Content Marketing has become the new rage of B2B marketers. I wanted to start out with a definition of B2B Content Marketing that made the most sense to me, let us call it a dumbed-down explanation. Here is my favorite: “Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.” (Pulizzi, 2012) Though the definition is a couple years old now, I still think it is relevant. It is not necessarily about putting out information YOU want to promote, but constantly adding information (content) that your target market (buyers of your product) are looking for and interested in so they have a connection to your company and look to you when researching and sourcing new products. I found it interesting that there are so many tactics, ways to get out your content, for B2B marketers to utilize. Here is a great infographic: [pic] Reference: Pulizzi, J. (2013, October 1). 2014 B2B Content Marketing Research: Strategy is Key to Effectiveness. Retrieved from http://contentmarketinginstitute.com/2013/10/2014-b2b-content-marketing-research/ It is no surprise...
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...MKT675 B2B Marketing Professor Manning B2B MARKETING AUDIT FINAL TEAM PROJECT The purpose of the B2B Marketing Audit is to apply the B2B Marketing principles that you learned during the semester into an overall Marketing Audit. This will be prepared for a specific B2B business selected by your team. The audit will allow you to examine and evaluate your chosen firm’s level of knowledge and sophistication with the use of the B2B Marketing Strategies, Principles and specific tools learned in class. With this in mind the team should attempt to include as many of the relevant “B2B Marketing Big 5 (differences from B2C marketing) ” categories in your analysis. Students will form into groups of 3 members and work on the project as a team. You are encouraged to do this assignment on one of the team members firms (if they are a B2B company), or a B2B business of your choice. The presentation will remain confidential. If your team has concerns about doing the audit on one of the team member’s firm please speak with me. If the company selected is large, it is best to focus on just one business unit or product line. The presentation should last a total of 20 minutes with 10 minutes Q&A. Suggested number of PowerPoint slides is 20 slides. Please supply a copy of your powerpoints (2 or 3 slides per page is fine) on the day of the presentation. Outline 1.0 Executive Summary/Situation Analysis: Introduce your company (or Strategic Business unit within the company) and...
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...B2B Marketing Plan of FedEx 1.0 Introduction According to Hutt and Speh (2004), Contemporary businesses operate in an environment that gets fiercely competitive by the day. To deal with this intensity of rivalry the typology of business networks has experienced extensive changes. One of the marked changes that businesses are undertaking is a change in marketing techniques. In an era where switching costs are low making customer loyalty to be shaky, old marketing strategies are no longer efficient. To attain a competitive edge and to attain sustainability, companies are being forced into the aspect of not only concentrating on current customers but actively looking for prospective customers. These changes in organizational buying and selling behaviour can be explained by the concept of B2B marketing. The goal of this paper therefore is to write an managerial report on B2B communication at FedEx. To achieve this goal it is imperative by understanding the fundamentals of B2B marketing. The second section will be a brief overview of the company in question, FedEx. This will be followed by the crux of the report an exploration of B2B marketing at FedEx. The paper will then be concluded by a summary of the major points covered. 2.0 Fundamentals of B2B Marketing Business to business branding hereinafter referred to simply as B2B is a marketing terminology that is used to describe a multi layered commercial strategy between businesses. Biemans (2010) explains that B2B...
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...B2b market globally. After considering the different ways in which our economy can be improved, we can understand the current state of the economies by analyzing the marketing strategies that are undertaken by business houses in a nation. Marketing strategies will help the business grow in volume and hence is an essential element for an enterprise to survive. When a certain industry is under tough competition, that is if there are multiple players competing for the same prize there shall be an increasing successful marketing industry providing these services. The profits and growth of the marketing industry - be it online, viral or one to one, reflects on the mood of the economy. Today, China has an online market place that has also catered to international business called 'Alibaba.com'. The USA has various sites like Alibaba (B2B & B2C site) named Ryze that is similar to alibaba but also includes networking in it's gamut. India has various sites, the most popular (popular not successful) is indiamart.com. Comparing the worthiness of these sites - Alibaba.com takes first position among all. US sites come second and the rest follow. Why do you think Alibaba.com, a site born in China that caters to the world needs is so massively successful while their counterparts remain to be content with a smaller share? The reasons lie in the economic development of the respective nations. China, a post communist regime turned democrat is the home to alibaba. The world...
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...------------------------------------------------- Marketing 741 SECTION 8am/9:30am/11am/2pm Target Market Selection Should HubSpot cast a wide net or narrow their focus? Effectively argue that HubSpot should narrow their focus using frameworks we have discussed, as well as points from the case. The company is now facing with customers with diverse needs and preferences. In fact there are customers with different preferences and also competitors that provide services to different segments. These segments can be categorized as small companies, large companies, business to business and business to customers. The services that must be offered to each of these segments should be different considering their different needs. For example, the price should also be different to comply with the offered services and the degree of required interaction between the company and its customers. The channel of approaching could also be different. For example, Should HubSpot target B2B or B2C customers? -Use a mix of qualitative (strategic) and quantitative (CLV, market potential) facts to argue your point. Do not restate points from the case, but use them to support your decision. -Will this group be receptive to the product? I.e., is HubSpot providing value to these segments? Is there competition in this market? Is HubSpot well positioned to serve these customers? Are there any other outside forces we should consider? Based on the facts that presented in the case the company should address B2B customers. Focusing...
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...MBA 5501-12K-2, Advance Marketing UNIT I CASE STUDY Question/Prompt: How is building a brand in a business-to-business context different from doing so in the consumer market? Building a brand is important to both business-to-business (B2B) and business-to-consumer (B2C) market. Many people think brand building, a marketing activity, is the same in both market, you are still marketing to people. The difference is the nature of the transaction. Buying a product for yourself and buying one for your company are very different process, very different emotional experience. In B2B market, the goal of any transaction is to help the company to stay profitable, competitive and successful (Murphy, 2008). When the purchase affects a company’s operation, the risk of a wrong decision is so high that they need to trust the brand even before they study the specification of the product. According to Overby (2014), a contributing writer of CMO.com, when she interviewed senior vice president of Newark Element14, what the prospects care about the most is that how well the seller understands their needs, their difficulties and how fast and how well this seller’s solution can solve. In other words, to gain trust, the seller has to show the prospects that they know their business, their needs, and their industry. All these only can be done in a long-term relationship building process and “after all, B2B purchaser are buying the supplier along with the product or service” (Donaldson & Rominger, 2009...
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...market whose scope is purely domestic to a more complex market dimension- The business to business market. (B2B). Fast moving consumer goods (FMCGs) are those products with a short shelf life as a result of the high frequency with which they are sold and also because some of them are easily perishable. One major characteristic of FMCGs is that they sell fast at a relatively low cost. Examples of these products include perishable foods such as meats, fruits, vegetables and baked foods; Fast selling goods such as soft drinks, alcohol, processed and prepackaged foods as well as toiletries etc. These goods are bought frequently due to their essential nature in the daily life of consumers. (Erdoğan and Taymaz ,2005). Of interest to a marketer is a clear understanding of the characteristics of this type of goods and the FMCGs market in general. FMCGs market involves a high volume of goods per day for example. This is due to the fast moving nature as well as the essential of the goods. Some of them are have to be bought by consumers on a daily basis. As a result, the companies dealing with these goods have an extensive distribution network in order to reach as many consumers as possible. The stock turnover is also high. Profit margins are relatively small due to the nature of the goods dealt with in this type of business. BUSINESS TO BUSINESS Business to Business (B2B) is type of commerce transaction that exists between businesses, such as between manufacturers and wholesalers...
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...INTRODUCTION The idea or concept of Business to Business (B2B) marketing has existed for centuries but for a long time it had been ignored and remained in the shadows of the more traditional Business to Consumer (B2C) marketing (Pitt & Honeycutt, 2001). It is over the last two decades has more light been shone on this important phenomenon- where businesses trade with other businesses, governments and Institutions . It is essential to first and foremost understand that B2B marketing cannot exist in isolation, the existence of B2B and B2C markets are in many ways dependent on each other for its survival and growth, a single demand for a B2C product such as a car gives rise to millions of B2B market demands such as aluminum, leather, steering systems, engines, etc (derived demand). Furthermore a failure in one market will have significant detrimental impact on the other. This essay however aims to identify the differences that exist between the two markets and how multinationals such as Hewlett-Packard (HP) implement separate marketing strategies based on the distinctions that exist within the market and their consumers. PRODUCT DIFFERENCE (standardized vs. complex) Hewlett Packard (HP), famous for its laptops, desktops and printers and storage devices sells its products in both markets. The B2C market it operates is more standardized and less complex that its B2B counterpart. Large groups of individual customers exist whose specifications for the products are more or less...
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...MARKET IN B2B ENVIROMENT: Understanding the B2B Dynamics Seminar Report ii ABSTRACT With the rise of globalization and saturated local markets, many companies started chasing international opportunities that would help them expand to new countries and increase their brand recognition around the globe. One of the challenges that companies face while entering a new market is defining the right price and pricing of their offering to be competitive and successful in the market. In B2B area, there are not any wide research on pricing issues that companies face in the markets that they are planning to enter and the effects of business relations on pricing. This paper focuses on market entry strategies and market entry modes, the fundamentals of pricing in a new market and the differences of B2B and B2C pricing. The study covers market entry modes and its impact on profitability, value creation in B2B area and the key aspects of pricing behaviour while entering a new market. This study in general provides a framework for implementing the right pricing strategy while entering new markets and defining the right pricing behaviour in B2B environment. This framework enables companies to understand the dynamics of B2B environment covering buyer-supplier and distributors relations and providing pricing models for companies to be a competitive player. Tamur, O. iii PREFACE This paper discusses the concepts of pricing and pricing behaviour in a new market in B2B environment...
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