Introduction
As consumers, we are quite familiar with the consumer market and the channels that they operate under. Although the question that needs to be asked is whether business-to-business markets distinguishes itself from the consumer market? Does the approach to consumer markets differ in any way?
Business-to-business markets operate under considerably more channels than the consumer market, ultimately the demand of the consumer is crucial if business-to-business markets were to be successful. Products would start out as raw materials and then the process of extraction would begin, there are a number of channels that may need to exist before the consumer could pick the product off the shelf. The packaging and distribution are important factors in this process. This whole process is called the chain of derived demand, everything is pulled through as a result of the demand for the product.
Businesses that operate within the business-to-business markets purchase the materials with the objective of adding value, so they can ultimately move the product down the chain until the finished product reaches the general consumer. Marketing is reliant on the profitable satisfaction of needs, and both markets depend on the principle of delivering the right product to the right people, and at a right price.
Although there is evidence to suggest that there exist some similarities, it would be wise to also point out the factors that differentiate the two markets. Business-to-business marketing concentrates on meeting the needs of other businesses, the demand for the products made by these businesses is likely to be driven by consumers.
The factors that need to be further examined within both these markets include the importance of rel...
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Marketing creates a healthy competition with other competitors which enables the company to remain in good relationship with the customers.
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In business-to-business companies, the company is seeking out a smaller, focused target market. B2B companies usually offer something to other businesses that help another company to increase productivity or offer another benefit that the company will need. Therefore, the company must target a smaller group of companies that will have a demand for this product. The target market can increase after some level of success has been achieved. However, because of the focus on relationships throughout the marketing strategy, smaller target markets are easier to approach and to continue building and nurturing that business relationship.
Although the goal of B2B marketing is to convert prospects into customers, the process is longer and more involved. A B2B company needs to focus on relationship building and communication using marketing activities that generate leads that can be nurtured during the sales cycle. B2B companies use marketing to educate various players in the target audience because the decision to purchase is usually a multi-step process involving more than one person. For example, the goal of an email campaign for B2B is to drive prospects to the web to learn about your products and services.
Profit Marketing objectives of marketing are usually to let potential clients in the target market know about the product or service and how it can benefit them, with a view to selling it in exchange for money. The corporation keeps the money, and the customer enjoys the product or service that they bought. Profit marketing also focuses on developing new markets for existing products or identifying markets for new product lines. The major difference between the marketing of the two types of corporations is the fulfillment of the customer need. The for profit marketing customer has a need that he fulfills by the purchase of the goods or services and may measure sales, the number of customers, or...
Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
The second market structure is a monopolistic competition. The conditions of this market are similar as for perfect competition except the product is not homogenous it is differentiated; thus having control over its price. (Nellis and Parker, 1997). There are many firms and freedom of entry into the industry, firms are price makers and are faced with a downward sloping demand curve as well as profit maximizers. Examples include; restaurant businesses, hotels and pubs, specialist retailing (builders) and consumer services (Sloman, 2013).
For a marketing orientated business, the findings from any research will be put to use primarily to aid the business in satisfying the needs and wants of its customers; this type of business has become more popular since 1970, where prior to this business’ were production orientated (until the 1950’s) where the business was concerned with improving its distribution methods, and product orientated (until the 1960’s) where the business’ main concern was the product rather than the satisfaction of the customer. The idea of a marketing orientated business has been explored by Fahy and Jobber (2012) who concurred that a market orientated business is one that considers its customers and the external environment to be an intricate part of the business; This type of business will explore the different aspects of the external environment, and take from its observations ways in which it can continue to trade in an effective, profitable way. A marketing orientated business will also use its findings to help it take advantage of any opportunities in a market and to lessen any threats that could arise.... ... middle of paper ... ... 4th Ed. -.
In all reality, all businesses will, in some way shape or form, complete all of the marketing activities, even if completing these activities is not their main goal. (Dlabay 2006.) These marketing activities are product, place, price, and promotion. A business tool called that marketing mix takes all of these activities and puts them together in a way that can be used to help improve a business’s marketing strategy. Product is what the company is selling; Place is where the consumer will obtain this product; Price is what the consumer will pay for the product; Promotion is any type of communication that is intended to remind, inform, or persuade. (Dlabay 2006.) The marketing mix and the four P’s describe very well what business marketing is all about.
With the rise of the economy, consumers have become more and more knowledgeable on selecting their favourable product as a result the organization cannot focus on what it sells but on the side focus on what the customer wants to buy.
"Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas." (Dibb et al 2001, p1)
Robert, F. Dwyer, and John F. Tanner. (2006): “Business Marketing: connecting strategy, relationship and learning” McGraw-Hill Education, 3rd edition. Page 71
The are two basic categories of business conducted over the internet, Business-to-Customer (B2C) and Business-to-Business (B2B), and they share one common key aspect - use of Internet technologies to manage all aspects of the business.
Only decades ago, it was the producers in the market who were in control of the market and the markets demand. while Its safe to say the power has been shifted significantly throughout the years, the factors that influence consumer behaviour, how these factors are utilized and the impression given to customers regarding
Business to Business Application is the relationship between to businesses or companies. It is used to perform financial and commercial transactions over...