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Today, two of the most compelling issues facing B2B marketers today is how to not only reach buyers but how to get buyers engage
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Reaching and Getting Buyers Name Institution October 1, 2012 Reaching and Getting Buyers Market sustainability is a significant aspect of modern market. It is evident that marketers in the current competitive business environment are more concerned with customer sustainability than acquisition of new markets (Hirshleifer, J., Glazer & Hirshleifer, D, 2005).
The price of commodities is the basic tool that marketers use to promote their products among buyers. However, prices of commodities are constrained by the cost of production and other expenses that may not be under the control of a business. This indicates that B2B marketers have to set the most competitive prices for their products. In this case, competitive price relates to the sales expectations of the customers. For instance, manufactures who sell their products wholesalers and retailers have to dispose their product at a competitive price. In this case, competitiveness refers to the final retail price or the marked price of the products at the retail outlets. In addition, competitive prices are subject to the prices of other related products or products that are of similar quality. Unlike dealing with the consumer, B2B customers are concerned with the extra value they achieve from the purchase. Successful B2B marketing is therefore, determined by the extra value added to the product or brought to the market. Thus, sustainability of B2B customers depends on the ability of the marketer to add extra value to the products. Companies can increase the value of their products without necessarily adjusting their prices through various ways (Muhammad, 2011). ...
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