Essay on Marketing Debate

4257 Words Jul 11th, 2012 18 Pages
MARKETING DEBATE 1:

What Makes Business-to-Business Marketing Different?

Take a position: Business-to-business marketing requires a special, unique set of marketing concepts and principles.

Business-to-business marketing (often referred to as B2B) is the development and marketing of services and products to business, governmental, and institutional markets at the local, national, or international level, rather than private retail consumers (Reference for BusinessEncyclopedia of Business, 2nd edition)

There are various distinctions in business-to-business marketing from other types of marketing. Some different points are mentioned as below:

• Relationship driven • Maximize the value of the relationship •
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Corporate Brands are usually more Important
Corporate brands are usually more important to B2B buyers than product brands. The B2B buyers place on the corporate brand drives and completes the actual purchase decision. “Can I believe in this company? Can I trust them? Will they deliver what they promise?”. In today’s competitive market, B2B buyers are more conscious about the deliverable commitment of B2B companies.

More People are Involved in the B2B Purchase-Decision Process
Most business purchases have multiple parties in the purchasing organization influencing the decision-making process such as purchasing department, administration department, accounting department, management or even end-users. Therefore, you must identify and reach multiple parties in multiple tiers within the prospect’s organization with messaging that resonates to each individual’s interests and concerns—for example, the "economic buyer" concerned with ROI (Return of Investment) – Accounting persons, the "technology buyer" concerned with performance – IT persons, and the “end-user” concerned with ease of operation – operational persons.

B2B Requires Different Channel Strategies
For many B2B organizations, the “seller-to-end-user” relationship is not exclusive or direct. Many B2B companies must also market to distributors, dealers, independent representatives ect,. Panasonic, who entered into

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