BUSINESS TO BUSINESS MARKETING Name: Course: Institution: Date: Table of Contents Introduction 3 The Sales Force and Value creation 4 Retention Engagement Theory (RET) 5 Service Dominant Logic 5 Construal-level theory 6 Cultural models of value perception and experiences 6 Conclusion 11 References 13 Introduction Business is an integral part of life since it ensures that customers obtain the services and products they want and need…
Blocker et al., (2012) asserts that the sales force is the driving force that plays an integral part of ‘translating customers’ voice back into the firm’. Needless to say that without an apt sales force, the business is deemed to fail. Thus on that premise, this paper strives to shed light on the importance of the sales force to promote service delivery by SPSL, identify available options regarding organization of this sales force, give a critical evaluation of the extent to which relationship available and business networks likely to enable SPSL to establish a new office and discusses in details the differences between business to business and business to consumer marketing elucidating merits and demerits. This is believed to enable the company to maintain the B2B relations by providing satisfactory services to both businesses and consumers. This is of great importance since Blocker and associates reiterated that the sales force are in a suitable position to not just recognize and manage individual customer profitability and cost, but they too play an integral part in influencing repeat purchase, increase share-spending as well as shape numerous strategic outcomes that could help firms appropriate greater value. The Sales Force and Value creation As aforementioned salespeople play an integral role in the growth and development of any business since they are the one often in touch with the customer. Researches on business have often times dominated on the how to increase sales by increasing customer satisfaction, trust and loyalty, yet, the sales force which plays a pivotal role in any business have received limited research, (Blocker et al.,p.5,FitzHugh & Piercy 2009). Blocker and their team remarked that even theories regarding customer value such as axiology, mean-end theory, the service profit chain and the social exchange have all neglected the salespeople. They therefore highlight that the sales force is the heart of the business has they define customer requirements, deploy products as well as supporting the deployment of effective business strategies they employ. Kaufmann and Roesch (2012) also remarked that for the emerging marketing firms (EMFs) to gain a competitive market advantage, they need to explore how they can pursue building and deployment of marketing capabilities, which Blocker and associates offered that the sales force is tin a prime position to do that. Peter and Havey as lead directors of SPSL need not only to improve the general marketing expertise of the sales force but also to identify and improve specific marketing expertise of the salespeople that will enable the firm to tailor its resources appropriately to the demands, habits and characteristics of their target group in that country,(Kaufmann &Roesch,p.11). In the quest to expound the importance of the sales force strategic place in the business to business marketing, Blocker and his group (p.8-10) discussed the following theories regarding salespeople and business that may be of importance for the SPSL firm to employ in its sales force. Retention Engagement Theory (RET) They postulated that RET engages on retaining customers by offering valuable services and products, thus value was proposed as the ‘motivational force experience’ where desired or undesired forces such as positive or ...
Cite this document
(“Business to business marketing Essay Example | Topics and Well Written Essays - 2750 words”, n.d.)
Retrieved from https://studentshare.net/marketing/94062-business-to-business-marketing
(Business to Business Marketing Essay Example | Topics and Well Written Essays - 2750 Words)
“Business to Business Marketing Essay Example | Topics and Well Written Essays - 2750 Words”, n.d. https://studentshare.net/marketing/94062-business-to-business-marketing.
This essay explores the supplier as the price makers in geographic market segmentation. A supplier is able to charge different prices for products and services in different regions and countries. Here the supplier refers to different types of middle man of any business i.e. they can be the producer or can be the wholesaler and may be the distributors and the preproduction supplier can also be.
ethod which is performed in between two businesses. Therefore, business-to-business marketing is a procedure between the different business houses such as the manufacturers, wholesalers and retailers. Triangle Creative Ltd is an advertising agency which was founded by David Thorpe and Angela Brown in the year 1998.
line marketing, direct marketing, website developments and public relations. Their reputation has enabled them to attract clients mostly through word-of-mouth recommendation. Most of their clients are from the small and medium sized enterprises located in and around Cambridge.
The business report suggests a focus on online marketing services for client businesses, as well restructuring other marketing services such as advertising to be low cost and affordable to clients through adopting a more flexible pricing structure. In addition, the report suggests an improvement in word of mouth marketing of the business through leveraging it using social media, taking clients feedbacks and using these as testimonials on the company website as well as for newer inquiring customers, and through getting business clients to actively talk about TCL by organising marketing training sessions or conferences aimed at showing businesses how to meet their marketing needs in the curren
Business-to-business describes about the commerce transactions between two businesses. It can be occurred between a wholesaler and a manufacturer or between a retailer and a wholesaler. The other contrasting terms of B2B are B2C and B2G (Schneider, 2011, p.229).
These may include use of websites, brochures, and mailing (Armstrong & Kotler, pp. 23-29, 2008). The basic aim of using these marketing techniques is to achieve higher and higher sales, thus, making it all the more important for company’s success. This also emphasizes the importance of communication techniques, so much, so that the researches show that a good product can miserably fail if not advertized properly.
Through demarcation and effective market segmentation, it becomes possible to effectively allocate the Company’s forces to specific market segments. According to Hutt and Speh (2000:7) a market segment may be
o the fact that various individuals and groups are engaging in similar business, providing similar products and services hence necessitating that a lot of effort is put towards retaining the existing customers as well as attracting new ones. This is necessary for business
The researcher states that implementation of either B2B or B2C mode of marketing will allow SPSL to constantly target multiple markets and will mitigate the potential of stringent business competition and various other economic and financial concerns. One of the biggest consequences of B2B is high marketing and advertising costs.
13 Pages(3250 words)Essay
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Essay on topic Business to business marketing for FREE!