Business Management Essay

347 words - 2 pages

B2B Marketing
Module 1
A Perspective of B2B Marketing

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Introduction

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Facts
• Proportion of pure B2B firms ~ 30%
• Share of B2B transactions ~ 46% of GDP

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Nature
• Customer is an organisation  Organisational
marketing?
▫ Enterprises
 Users
 OEMs
 Dealers & distributors

▫ Institutions
▫ Government

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The B2B-B2C dichotomy
• Differences in
▫ Market structure
▫ Buying behaviour
▫ Marketing practices

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Market Structure
• Demand
▫ Derived vs. direct

• Volatility of demand
▫ Greater

• Elasticity of demand
▫ Less elastic vs. more ...view middle of the document...

low

• Degree of interactivity
▫ High vs. low

• Formal, written rules
▫ Common vs. uncommon

Contd.

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Marketing Practices
• Selling process
▫ Systems vs. product

• Personal selling usage
▫ Extensive vs. limited

• Promotion
▫ Customer-specific vs. mass marketing

• Branding
▫ Limited vs. extensive

• Market research
▫ Limited vs. extensive

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Marketing Practices
• Use of relationships
▫ Extensive vs. limited

• Web integration
▫ Greater

• Segmentation
▫ Rudimentary vs. sophisticated

• Product complexity
▫ Greater

Contd.

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Customer Value Proposition
• Particular set benefits that matter most to target
customers
• Demonstrate the value of this superior
performance
• Communicate to convey a sophisticated
understanding of the customer’s business
(process, priorities)

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Supply Chain
Upstream Suppliers
Tier I Suppliers
Auto Manufacturers

Dealers
Business / Individual Buyers

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Classification of Goods
• Entering
▫ Raw materials – farm products, natural products
▫ Manufactured materials & parts

• Foundation
▫ Installations
▫ Accessories

• Facilitating
▫ Supplies / MRO items
▫ Services

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Planning
Finance &
Accounting

HR

Service

Business
Marketing

Operations

Purchase

Logistics

R&D

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