bfbm(12-2016) business to business marketing
TRANSCRIPT
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TYPE1. B 2 C2. B 2 G3. B 2 B4. F 2 B5. F 2 C6. B 2 E7. C 2 C8. G 2 C9. P 2 P
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OVERVIEW1. Business Marketing Definition
2. B2B Marketing Mix
3. B2B Marketing Communications
4. Size of Business Marketing
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1. BUSINESS MARKETING DEFINITION
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B2B DefinitionA 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.
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Business to Business Commerce.
When one business sells to another business rather than to an end user.
This term usually is used in connection with sales: B2B sales or B2B Sales reps.Any business providing products / services / information for any other business can be called business 2 business or B2B.
B2B Definition
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BUSINESS - TO - BUSINESS (B2B)Commerce transactions between businesses - a manufacturer
and a wholesaler, or between a wholesaler and a retailer
Business-to-consumer (B2C); business-to-government (B2G)
Volume of transactions much higher than the B2C
transactions
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BUSINESS - TO - BUSINESS (B2B)Supply chain - transactions involving sub
components or raw materials
Automobile manufacturer - buying tires, glass
for windscreens, and rubber hoses, etc.
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Communication and Collaboration
Using social media to connect with one another
"B2B" Communication
BUSINESS - TO - BUSINESS (B2B)
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BUSINESS MARKETINGIndividuals, or organizations (commercial
businesses, governments and institutions), facilitating sale of products or services to other companies or organizations
Industrial marketingBusiness-to-Business marketingB2B marketing
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BUSINESS MARKETINGTook a back seat to consumer marketingChange in the 1970 sCourses at many universities More marketing majors begin their careers in Business
marketing today than in Consumer marketing
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BUSINESS MARKETING VS. CONSUMER MARKETING
Business marketing shorter and more direct channels
of distribution
Consumer marketing aimed at large groups through
mass media and retailers
Negotiation between the buyer and seller more
personal in business marketing
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Solution
BUSINESS MARKETING
Product
AccessPlace
ValuePrice
EducationPromotion
4 P’s of marketing (Marketing Mix)
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1. Unique2. Diversity3. Align Corporate Brand4. Vision / Mission / Goals / Objective5. Feasibility6. Knowledge 7. Checklist8. Results
IMPORTANCE OF BUSINESS MARKETING
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GOVERNMENT AGENCIES
REGIONAL/STATE AND
LOCAL GOVERNMENTS
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INSTITUTIONSSchools
Hospitals and nursing homes
NGOs
Charities
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MEANINGFUL DIFFERENCES BETWEEN B2B AND B2C MARKETING
A B2C sale to a "Consumer" i.e. a single person who pays for the transactionA B2B sale is to a "Business“ i.e. organization or firm - multiple decision makers
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Characteristic B2B Market B2C MarketSales volume Greater Smaller
Purchase volume Greater Smaller
Number of buyers Fewer Many
Size of individual buyers Larger Smaller
Buyer-seller relationship Closer More Impersonal
Buying influences Multiple Single
Type of negotiations More complex Simpler
Key promotion method Personal Selling Advertising
B2B VERSUS B2C MARKETING
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2. B2B MARKETING MIX
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B2B MARKETING MIXUniqueComplexity of business products and servicesDiversity of demandDiffering nature of the sales itself
(fewer customers buying larger volumes)Broken down beyond the original 4 P’s
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B2B BrandingDifferent from B2C
Align Corporate Brands, divisional brands and
product/service brands
Apply brand standards to “informal” material such as email
and other electronic correspondence - large scale compared
with B2C
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3. B2B MARKETING COMMUNICATIONS
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Support organizations' sales effort
Improve Company profitability
Advertising, public relations, direct mail, trade
show support, sales collateral, branding, and
interactive services
B2B MARKETING COMMUNICATIONS
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MARKETING VS. COMMUNICATIONSTraditionally, marketing and communications had been entirely different functions that each had their own departments.
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MARKETING VS. COMMUNICATIONSMarketing focused on issues such as customers, sales, and brand
awareness.
Communications (often called public relations or external relations)
dealt with everyone else in the outside world with whom the company
interacted, such as the government, community, media, and financial
analysts.
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Today, however, more and more companies are combining Marketing and Communications under a single department (often called "marketing communications" or "marcom") to become more efficient and ensure that all messages are consistent among all audiences and across all channels.
The key to understand: Publish and transmit unified, integrated messaging on and across all online and offline marcom channels including websites, social networks, advertising campaigns, online content, news releases, product brochures, and sales catalogues.
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4 SIZE OF BUSINESS MARKETING
Customer Lifecycle
Refer
Know
Like
TrustTry
Buy
Repeat
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THE BUSINESS MARKETING ASSOCIATION
Trade organizationMarketing communications agencies largely or exclusively B2B-
orientedB2B Marketing ProfessionalsCertification programs, research services, conferences, industry
awards and training programs
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WHAT'S DRIVING GROWTH IN B2B MARKETING?
THREE “REVOLUTIONS”1. Technological - unprecedented pace, Internet; hand-in-hand with
business strategy 2. Entrepreneurial - adaptability, flexibility, speed, aggressiveness and
innovativeness 3. Marketing - new frameworks, theories, models and concepts -
relationships, partnerships and alliances; customizing marketing programs
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REVIEW1. Business Marketing Definition
2. B2B Marketing Mix
3. B2B Marketing Communications
4. Size of Business Marketing
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Thank You