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Business to Business Marketing - Term Paper Example

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Business to Business Marketing

The paper tells that the Business to Business marketing is rigidly structured in nature, i.e. it is less flexible in comparison to the Business to Consumer market. As the consumers, in this context, are business people having higher bargaining power, the company who is involved in this section needs to put more effort to attract the customers. To attract the customers, personal selling is more preferable rather than advertisement in this type of marketing, as the organizations rarely pay attention to the advertisement. The customers in this context are mostly organizations themselves and tend to know the very marketing trick which stands as one of the reasons to avoid advertisement. Here, the intermediates have no role to play as it mostly involve with direct selling or direct channels to its customers. It is worth mentioning here that relationship made with the customers is usually long lasting and very complex in nature which plays a significant role in the Business to Business marketing. Competition level experienced is high in this process due to which the organizations dealing with Business to Business operations attempt in establishing effective and interdependent relationship with its customers so as to secure its position in the market. Goods which are produced for Business to Business marketing are very different from those goods which are produced for general consumers in the market. This is because the need of the goods and the customers themselves are very different in both the cases, but the intention remains same i.e. selling the products and attaining significant customer satisfaction. Various ways are being followed for the purpose of classifying these types of goods (Brennan & et. al., 2010). They are as follows: Entering Goods In this context, finished goods of one organization tend to become raw material of other organization. For instance, aluminum can be used by the company, which is producing electronic products, as raw materials (Brennan & et. al., 2010). Here, finish goods of one company is the raw material of the other which are necessary as the resources used by the later organization to manufacture its product. Foundation Goods Foundation goods are those goods which are used by other organizations (customers) as a support for making their own goods. This includes goods which are installed or used as accessories by the other organization, such as car producing company uses tyre manufactured by other companies (Brennan & et. al., 2010). Here, tyre has not been used as the raw materials but the part of the finished goods as a much necessary substance. Facilitating Goods Goods which are purchased by the company with an intention to achieve its goals and objectives are known as facilitating goods. These goods are not used in manufacturing purpose by the purchasing company. For instance, BPO ...Show more

Summary

From this research it is clear that Business to Business marketing needs to impress those customers who are determined and focused on their needs. The involvement of customers in B2B marketing is not for own needs, but is because of the organizational needs…
Author : devonte15
Business to Business Marketing essay example
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