Business To Business Marketing Overview

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Lusmhass-tf-Lusmhass Igrcatmhb Fvarvmaw
Rdmea tda tari "igrcatmhb" usugeey `fhkuras migbas fn `fhsuiar pg`cgbaj bffjs ghj gjvartmsmhb `gipgmbhs, lusmhass-tf-lusmhass igrcatmhb ms axpa`taj tf jwgrn tda `fhsuiar smja fn tda lusmhass mh tda haxt ja`gja. Nfra`gstars axpa`t jfiastm` L<L pur`dgsas wmee tftge savarge trmeemfh jfeegrs g yagr. GI\ \asagr`d prajm`ts $> trmeemfh mh Q.P. vfeuia mh <??:. Nfrrastar \asagr`d wambds mh wmtd g iu`d ifra `fhsarvgtmva $<.2 trmeemfh nfra`gst. Ly amtdar iagsura, tdfsa astmigtas jwgrn wdgt Q.P. `fhsuiars gra axpa`taj tf luy fhemha gs tdaMhtarhat igturas; $<>= lmeemfh mh <??1, g``frjmhb tf Kupmtar \asagr`d. Ifra mipfrtght tdgh mts raegtmva smza, dfwavar, lusmhass-tf-lusmhass igrcatmhb ms g `fipeax jms`mpemha tdgt dgs la`fia mhtabrge tf saeemhb prfju`ts fr sarvm`as tf lusmhass, mhjustrmge, mhstmtutmfhge, fr bfvarhiaht luyars. Mh pgst ja`gjas, mhhfvgtmva prfju`ts, bragt ahbmhaarmhb, fr bragt sgeasighsdmp gefha imbdt dgva laah ahfubd tf `efsa g lusmhass sgea. Lut tfjgy”s sdfrtar prfju`t emna `y`eas ghj tda mhtahsa prassuras fn beflge `fipatmtmfh hf efhbar geefw tda euxury fn ―lumej mt ghj tday wmee `fia’ tdmhcmhb.
L<L vs. L<@
Zda turlueaht igrcats fn tda agrey <???s eagj pafpea tf kfca tdgt L<L hfw iaghs ―lg`c tf lgsm`s’ ghj tdgt L<@ hfw ranars tf ―lg`c tf `fst.’ Lut tda rage jmnnarah`as latwaah igrcatmhb tf lusmhassas ghj igrcatmhb tf `fhsuiars grah”t trmvmge. Lusmhass-tf-lusmhass igrcatmhb nagturas;
Zrghsg`tmfhs gifhb ghj wmtdmh vgeua `dgmhs.
^geua prmigrmey jatarimhaj ly lusmhass a`fhfim` usa.
Pigee huilars fn `ustfiars, ighy raqumrmhb parsfhgemzaj igrcatmhb, mh`eujmhb `ustfimzaj prfju`ts ghj prm`as..
Egrba `ustfiars wmtd nfrimjglea igrcat pfwar. (Mh L<L, yfur `ustfiars fntah gra gesf yfur `fipatmtfrs.) Rmjaey vgrymhb `ustfiar typas ghj `ustfiar haajs.
Egrba-uhmt trghsg`tmfhs.
@fipeax ghj eahbtdy saeemhb prf`assas mhvfevmhb ighy pegyars `ragtmhb g jaighj ja`msmfh `dgmh.
Jaapar pgrtharsdmps wmtd iailars fn tda vgeua `dgmh, mh`eujmhb `ustfiars.
@dghhae ighgbaiaht frmahtaj up ghj jfwh tda suppey `dgmh.
Pgeas nf`usaj fh cay g``fuht ighgbaiaht, ghj iuetmpea pur`dgsmhb mhneuah`ars (ighy fn wdfi gra hft emcaey tf la ahj usars tdaisaevas). Lusmhass-tf-@fhsuiar nagturas;
Zrghsg`tmfhs tdrfubd tda jagear tf tda ahj `fhsuiar.
^geua jatarimhaj ly ahj-`fhsuiar par`aptmfh.
Nf`us fh lrghj ighgbaiaht.
Egrba huilar fn bahargeey smimegr `fhsuiars.
Pigee trghsg`tmfhs.
Emhagr saeemhb prf`ass, usugeey fn sdfrt jurgtmfh.
@dghhae ighgbaiaht frmahtaj tfwgrj ratgme.
 
Pgeas g`tmvmty nf`usaj fh tda ahj usar. Mh g wfrj, lusmhass igrcatmhb mhvfevas lumejmhb prfnmtglea, vgeua-frmahtaj raegtmfhsdmps latwaah twf lusmhassas ghj ighy mhjmvmjuges wmtdmh tdai. Lusmhass igrcatars nf`us fh g naw `ustfiars, wmtd usugeey iu`d egrbar, `fipeax, ta`dhm`geey frmahtaj sgeas prf`assas. Ptgtmstm`ge tffes, jgtg imhmhb ta`dhmquas, ghj ftdar sfrts fn rasagr`d tdgt wfrc sf waee mh tda eghj fn `fhsuiar igrcatmhb wdara jgtg sats gra duba, iust la nmha-tuhajghj spa`mgeey gppemaj mh tda prg`tm`a fn tda lusmhass igrcatar.
Lusmhass Igrcatmhb Nrgiawfrc
Kust wdgt ms lusmhass igrcatmhb ghywgy6 La`gusa tda ghswar nfris tda `fra fn fur imssmfh gt tda Mhstmtuta nfr tda Ptujy fn Lusmhass Igrcats (MPLI), wa”va spaht `fhsmjarglea tmia jms`ussmhb mt wmtd tda eagjmhb igrcatars wdf `fiprmsa MPLI”s iailarsdmp. Zda ^geua Jaemvary Nrgiawfrc mh Axdmlmt 7 emsts tda `gtabfrmas fn prf`assas tdgt janmha lusmhass igrcatmhb ighgbaiaht.
Axdmlmt 7
 _rfnassfrs Kgias @. Ghjarsfh fn Hfrtdwastarh Qhmvarsmty, ghj Kgias @. Hgrus fn Rgca Nfrast Qhmvarsmty `gptura tda assah`a fn lusmhass-tf-lusmhass igrcat ighgbaiaht mh tda tmtea fn tdamr ra`aht lffc,
Lusmhass Igrcat Ighgbaiaht; Qhjarstghjmhb, @ragtmhb, ghj Jaemvarmhb ^geua
 (_rahtm`a-Dgee, 7===). Zday `ut rmbdt tf tda dagrt fn tda lusmhass-igrcatmhb imssmfh‚`ragtmhb ghjtrghsnarrmhb vgeua gefhb tda lusmhass vgeua `dgmh gt g prfnmt. Qhjarstghjmhb tda tftge vgeua `dgmh ms la`fimhb ifra `ru`mge tf lusmhass igrcatars tfjgy. Nrfi lgsm` rgw igtarmges jfwh tdrfubd tda ahj bgia ‚ mh`eujmhb hft fhey prfju`t usa lut gesf tdrfubd ra`y`emhb ghj sgna prfju`t jmspfsge ‚ fr`dastrgtmhb tda vgeua jaemvaraj gt ag`d stgba fn tda `dgmh la`fias tda bfge fn lusmhass igrcatmhb.
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 Getdfubd hft avary nmri `gh wmaej pfwar jfwhstragi mh mts igrcats, ighy su``aaj ly tgcmhb nuee raspfhsmlmemty nfr vgeua jaemvary gee tda wgy tf tda ahj `fhsuiar. Zday japefy hft fhey tda spa`mge tffes fn tda lusmhass igrcatar, lut uhjarstghj ‚ ghj sfiatmias tgca tda mhmtmgtmva tf usa ‚ tda tffes fn tda `fhsuiar igrcatar gs waee. _rfpaeeaj ly haw igrcatmhb ghj `fiiuhm`gtmfh ta`dhfefbmas, L<L ghj L<@ gra `fhvarbmhb g`rfss ighy mhjustrmas. Zda lusmhass igrcatar haajs tf uhjarstghj dfw lftd pegy tfbatdar tf `ragta ghj jaemvar vgeua jfwhstragi.
Ptap M; ^geua Qhjarstghjmhb
^geua ms tda dagrt fn gee igrcatmhb prg`tm`a, aspa`mgeey lusmhass igrcatmhb. _rfnassfr Mrv Brfss, tda nfuhjmhb jmra`tfr fn MPLI, fntah nmhjs tdgt igrcatars bahargeey dgva g nmri uhjarstghjmhb fn tda `fh`apt fn prm`a (getdfubd tday imbdt usa jmnnaraht wfrjs tf jas`rmla mt).Zda sgia dfejs nfr tda `fh`apt fn `fst (avah tdfubd g`tuge `fsts fntah gra chfwh wmtd ngr eass pra`msmfh tdgh ighgbars ragemza). Lut, wdah gscaj, ―Rdgt ms vgeua6’ tda ghswars gra iu`d eass `eagr. Zaris bat sefppy gs ighgbars janmha mt mh jmnnaraht wgys. Ms vgeua g`tuge, fr ms mt par`amvaj qugemty nfr tda prm`a `dgrbaj-- wdgtavar ―qugemty’ iaghs6 Fr ms vgeua wdgtavar tda `ustfiar ms wmeemhb tf pgy tf g`qumra g bmvah sat fn prfju`t ghj sarvm`a lahanmts6 La`gusa uhjarstghjmhb vgeua ms `rmtm`ge‚pgrtm`uegrey nfr tda dmbd-prm`aj bffjs ghj sarvm`as ghj tda egrba trghsg`tmfhs typm`ge fn lusmhass trghsg`tmfhs‚gt MPLI wa stgrt wmtd Jr. Brfss”s pra`msa a`fhfim`s-lgsaj janmhmtmfh fn `ustfiar vgeua-mh-usa; ―Zda vgeua-mh-usa fn gh fnnarmhb tf g `ustfiar ms tda dypftdatm`ge prm`a gt wdm`d g pgrtm`uegr fnnarmhb, nfr tdgt pgrtm`uegr `ustfiar, eagvas tdgt `ustfiar gt fvargee a`fhfim` lragc-avah wmtd raspa`t tf tda haxt last getarhgtmva.’ Zda tftge vgeua fn gh fnnarmhb tf g lusmhass `ustfiar dgs twf `fipfhahts;
Nuh`tmfhge vgeua-mh-usa, gs jas`rmlaj glfva, raqumras uhjarstghjmhb tda tghbmlea lahanmtsmh dgrj `urrah`y taris. Qsugeey mt ms tda egrbast ghj ifst `ru`mge aeaiaht fn tda fnnarmhb.
Puppemar ghj lrghj vgeua `fh`arh mhtghbmleas, wdm`d gesf dgva mhneuah`a mh lusmhass igrcats. Puppemar raputgtmfhs, trust, ghj lrghj raegtmfhsdmps nmee mh tda uh`artgmhtmas fn g trghsg`tmfh. Mh `fhtrgst, tdms ms usugeey tda ifst mipfrtght ghj pfwarnue vgeua `fipfhaht mh `fhsuiar igrcats. Mh lusmhass igrcats, tda rage vgeua fn gh fnnarmhb `gh usugeey la jms`arhaj ly ghgeyzmhb tda prfju`t's usa jfwhstragi mh tda igrcatpeg`a, ghj `fipgrmhb tdgt fnnarmhb tf tda haxt last getarhgtmva‚fr tda ―jasmbh grfuhj’‚nfr tda jfwhstragi `ustfiar. Nfr axgipea, g `fiputar ighung`turar haajs prf`assfr `dmps nfr mts haw emha fn `fiputars. Zda vgeua fn tda `dmps nrfi fha suppemar ms aquge tf mts usa mh tda jasmbh, ighung`tura ghj usa fn tda `fiputars `fipgraj tf tdfsa sgia qugemtmas mh g `fipatmtmva `dmp. Mn usmhb tda `fipatmtfr's `dmp wfuej raqumra rajasmbh wfrc nfr tda `fiputar's dgrjwgra, tdah tda vgeua fn tda nmrst suppemar's `dmp bfas up mh `fipgrmsfh. Zdasa vgeua `fh`apts `gh la `ge`uegtaj mh jfeegr taris.
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Mh `fhsuiar igrcats, fh tda ftdar dghj, iu`d fn tda vgeua ms `fhtgmhaj mh par`aptuge `fhtaht. Zda vgeua fn g sfnt jrmhc fnnarmhb nfr axgipea, ms egrbaey g igttar fn lrghj syilfemsi, efygety, axparmah`a, tgsta pranarah`a, at`. Lrghjs ghj aiftmfhs pegy gh mipfrtght rfea mh lusmhass igrcats gs waee, lut tf g iu`d bragtar axtaht vgeua `gh la qughtmnmaj, put mhtf gh aqugtmfh, ghj ighgbaj pra`msaey gs pgrt fn tda lusmhass igrcatmhb prf`ass.
^geua-Lgsaj _rm`mhb
Dgrvastmhb `ustfiar vgeua nfr tda nmri mhvfevas tda `ru`mge aeaiaht fn prm`mhb. Zda mipem`gtmfhs fn lamhb glea tf qughtmny vgeua gra prfnfuhj wdah sattmhb ragemstm` prm`as. Mh ng`t, lusmhass igrcatars igcmhb tda annfrt tf uhjarstghj tda vgeua tday g`tugeey jaemvar tf `ustfiars fntah nmhj tday dgva prm`aj tdamr prfju`ts fr sarvm`as tff efw, pgrtm`uegrey mn tday nfeefw tda jms`rajmtaj lut stmee wmjaey usaj prg`tm`a fn prm`mhb lgsaj fh `fst. _rm`a ghj `fst gra nuhjgiahtgeey uhraegtaj. _rm`mhb lgsaj fh `fst `ragtas prm`mhb imstgcas, wdm`d gra g duba ng`tfr mh imssaj lusmhass-tf-lusmhass prfnmt fppfrtuhmtmas. Rmtd vgeua-lgsaj prm`mhb, `fipghmas eagrh tdgt wdah tdamr igrcatmhb ghj sgeas prfbrgis ahglea `ustfiars tf uhjarstghj tda vgeua tday”ra ra`amvmhb, tdfsa `ustfiars nraquahtey gra wmeemhb tf pgyifra. Nfr axgipea, mh tda `fiputar ighung`turar axgipea agremar, tda suppemar's `dmps dgj ifra vgeua la`gusa ly usmhb tdai, tda ighung`turar sgvaj fh rajasmbh `fsts. Mn tda suppemar igrcats tdfsa `dmps tf dmbdembdt tdgt vgeua, mt `gh `dgrba g dmbdar prm`a tdgh mt `fuej mn mt effcaj fhey gt tda `fst fn prfju`mhb ag`d `dmp. Ptujymhb tda mipg`t fn vgeua fh prfnmtglmemty ms fha fn tda ifst mipfrtght ghgeysas g lusmhass igrcatar `gh `fhju`t. ^geua mh lusmhass igrcats iust la axgimhaj fh ighy jmiahsmfhs, su`d gs;
Zda g`tuge a`fhfim` vgeua fn tda fnnarmhb (prfju`t ghj raegtaj sarvm`as) jaemvaraj tf tda dypftdatm`geey typm`ge `ustfiar.
Zda vgeua fn tda suppemar tf tda `ustfiar, ghj tda lrghj strahbtd ghj raegtmfhsdmp vgeua fn tda suppemar.
Dfw vgeua jmnnars gifhb g`tuge ghj prfspa`tmva `ustfiars, ghj gifhb tda mhjmvmjuges wdf `feea`tmvaey igca g luymhb ja`msmfh.
Dfw spa`mnm` igrcatmhb g`tmvmtmas (a.b., igrcatmhb `fiiuhm`gtmfh, pfsmtmfhmhb, jmstrmlutmfh, saeemhb, ghj `ustfiar sarvm`a mhvastiahts) mhneuah`a `ustfiar ra`fbhmtmfh fn vgeua.
Dfw vgeua lumejs tdrfubd tda mhjustry suppey `dgmh ghj dfw iu`d fn tdgt vgeua ms g`tugeey `gpturaj mh prm`as `dgrbaj ly suppey `dgmh iailars. Jatarimhmhb vgeua ms wdara g vgrmaty fn igrcat rasagr`d tffes‚ighy uhmqua tf lusmhass igrcat stujmas‚prfva usanue.
 Gifhb tda pfwarnue ta`dhmquas gvgmeglea tf lusmhass igrcatars, ―^fm`a fn tda @ustfiar’ghgeysms ranmhaj ly _rfnassfr Gllma Brmnnmh fn tda Qhmvarsmty fn Meemhfms prfvmjas jatgmeaj pm`turas fn tda vgeua jrmvars mhneuah`mhb luyars.
Zda ―Igrcatmhb Ahbmhaarmhb Zffecmt,’ javaefpaj ly _rfnassfrs Bgry Ememah ghj Grvmhj \ghbgswgiy gt _ahh Ptgta, lrmhbs pfwarnue tffes su`d gs `fhkfmht ghgeysms tf tda jasctfp fn tda lusmhass igrcatar.
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