B2B Marketing
B2B Marketing
B2B Marketing
Sameer Karna
BUSINESS MARKETING
IS MARKETING OF GOODS AND SERVICES TO:
Companies
Government Bodies Institutions (i.e. hospitals)
FOR
B2B Market
Greater Greater
B2C Market
Smaller Smaller
Number of buyers
Size of individual buyers Location of buyers Buyer-seller relationship Nature of channel Buying influences
Fewer
Larger Concentrated Closer More direct Multiple
Many
Smaller Diffuse More Impersonal Less direct Single/Multiple
Type of negotiations
Use of reciprocity Use of leasing Key promotion method
More complex
Yes Greater Personal Selling
Simpler
No Less Advertising
Governmental organizations
Institutions
brochures, web sites, trade shows are used rather than traditional mass media.
BUYER-SELLER RELATIONSHIPS
Often more complex than in consumer market.
Confirmation/Payment Tracking delivery (Fedex, UPS, Dell, ) Return/refund Repair/Recall Product information Sales vs Marketing Technical support
an extended period
buy).
2 days after registration e-mail sent offering phone assistance and 5
satisfaction survey asking about quality of service from driver and picker (e.g. item quality and substitutions). Two-weeks after first purchase - Direct mail offering tips on how to use service and 5 discount on next purchases intended to encourage re-use of online services. Generic monthly e-newsletter with online exclusive offers encouraging cross-selling Bi-weekly alert with personalised offers for customer. After 2 months - 5 discount for next shop Quarterly mailing of coupons encouraging repeat sales and crosssales
extended period
Dormancy detected Reactivation e-mail with survey of how the
customer is finding the service (to identify any problems) and a 5 incentive. A further discount incentive is used in order to encourage continued usage to shop after the first shop after a break.
Source of profit B2C 15% B2B 85% (servers, storage products, network switches & services) No middlemen 4 days of inventory & factory direct shipment Offering customers choice & control (order tracking) Challenges Saturated market of online buyers Not able to reach non-internet buyers Increasing competition
THANK YOU