bfbm(12-2016) business to business marketing

TYPE1. B 2 C2. B 2 G3. B 2 B4. F 2 B5. F 2 C6. B 2 E7. C 2 C8. G 2 C9. P 2 P

OVERVIEW1. Business Marketing Definition

2. B2B Marketing Mix

3. B2B Marketing Communications

4. Size of Business Marketing

1. BUSINESS MARKETING DEFINITION

B2B DefinitionA transaction that occurs between two

companies, as opposed to a transaction involving a consumer.

The term may also describe a company that provides goods or services for another company.

Business to Business Commerce.

When one business sells to another business rather than to an end user.

This term usually is used in connection with sales: B2B sales or B2B Sales reps.Any business providing products / services / information for any other business can be called business 2 business or B2B.

B2B Definition

BUSINESS - TO - BUSINESS (B2B)Commerce transactions between businesses - a manufacturer

and a wholesaler, or between a wholesaler and a retailer

Business-to-consumer (B2C); business-to-government (B2G)

Volume of transactions much higher than the B2C

transactions

BUSINESS - TO - BUSINESS (B2B)Supply chain - transactions involving sub

components or raw materials

Automobile manufacturer - buying tires, glass

for windscreens, and rubber hoses, etc.

Communication and Collaboration

Using social media to connect with one another

"B2B" Communication

BUSINESS - TO - BUSINESS (B2B)

BUSINESS MARKETINGIndividuals, or organizations (commercial

businesses, governments and institutions), facilitating sale of products or services to other companies or organizations

Industrial marketingBusiness-to-Business marketingB2B marketing

BUSINESS MARKETINGTook a back seat to consumer marketingChange in the 1970 sCourses at many universities More marketing majors begin their careers in Business

marketing today than in Consumer marketing

BUSINESS MARKETING VS. CONSUMER MARKETING

Business marketing shorter and more direct channels

of distribution

Consumer marketing aimed at large groups through

mass media and retailers

Negotiation between the buyer and seller more

personal in business marketing

Solution

BUSINESS MARKETING

Product

AccessPlace

ValuePrice

EducationPromotion

4 P’s of marketing (Marketing Mix)

1. Unique2. Diversity3. Align Corporate Brand4. Vision / Mission / Goals / Objective5. Feasibility6. Knowledge 7. Checklist8. Results

IMPORTANCE OF BUSINESS MARKETING

GOVERNMENT AGENCIES

REGIONAL/STATE AND

LOCAL GOVERNMENTS

INSTITUTIONSSchools

Hospitals and nursing homes

NGOs

Charities

MEANINGFUL DIFFERENCES BETWEEN B2B AND B2C MARKETING

A B2C sale to a "Consumer" i.e. a single person who pays for the transactionA B2B sale is to a "Business“ i.e. organization or firm - multiple decision makers

Characteristic B2B Market B2C MarketSales volume Greater Smaller

Purchase volume Greater Smaller

Number of buyers Fewer Many

Size of individual buyers Larger Smaller

Buyer-seller relationship Closer More Impersonal

Buying influences Multiple Single

Type of negotiations More complex Simpler

Key promotion method Personal Selling Advertising

B2B VERSUS B2C MARKETING

2. B2B MARKETING MIX

B2B MARKETING MIXUniqueComplexity of business products and servicesDiversity of demandDiffering nature of the sales itself

(fewer customers buying larger volumes)Broken down beyond the original 4 P’s

B2B BrandingDifferent from B2C

Align Corporate Brands, divisional brands and

product/service brands

Apply brand standards to “informal” material such as email

and other electronic correspondence - large scale compared

with B2C

3. B2B MARKETING COMMUNICATIONS

Support organizations' sales effort

Improve Company profitability

Advertising, public relations, direct mail, trade

show support, sales collateral, branding, and

interactive services

B2B MARKETING COMMUNICATIONS

MARKETING VS. COMMUNICATIONSTraditionally, marketing and communications had been entirely different functions that each had their own departments.

MARKETING VS. COMMUNICATIONSMarketing focused on issues such as customers, sales, and brand

awareness.

Communications (often called public relations or external relations)

dealt with everyone else in the outside world with whom the company

interacted, such as the government, community, media, and financial

analysts.

Today, however, more and more companies are combining Marketing and Communications under a single department (often called "marketing communications" or "marcom") to become more efficient and ensure that all messages are consistent among all audiences and across all channels.

The key to understand: Publish and transmit unified, integrated messaging on and across all online and offline marcom channels including websites, social networks, advertising campaigns, online content, news releases, product brochures, and sales catalogues.

4 SIZE OF BUSINESS MARKETING

Customer Lifecycle

Refer

Know

Like

TrustTry

Buy

Repeat

THE BUSINESS MARKETING ASSOCIATION

Trade organizationMarketing communications agencies largely or exclusively B2B-

orientedB2B Marketing ProfessionalsCertification programs, research services, conferences, industry

awards and training programs

WHAT'S DRIVING GROWTH IN B2B MARKETING?

THREE “REVOLUTIONS”1. Technological - unprecedented pace, Internet; hand-in-hand with

business strategy 2. Entrepreneurial - adaptability, flexibility, speed, aggressiveness and

innovativeness 3. Marketing - new frameworks, theories, models and concepts -

relationships, partnerships and alliances; customizing marketing programs

REVIEW1. Business Marketing Definition

2. B2B Marketing Mix

3. B2B Marketing Communications

4. Size of Business Marketing

Thank You