Marketing Debate

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What Makes Business-to-Business Marketing Different?

Take a position: Business-to-business marketing requires a special, unique set of marketing concepts and principles.

Business-to-business marketing (often referred to as B2B) is the development and marketing of services and products to business, governmental, and institutional markets at the local, national, or international level, rather than private retail consumers (Reference for BusinessEncyclopedia of Business, 2nd edition)

There are various distinctions in business-to-business marketing from other types of marketing. Some different points are mentioned as below:

• Relationship driven • Maximize the value of the relationship •
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B2B Sales rely heavily on personal interactions
Unlike sales to consumers, B2B marketing doesn’t happen through tightly controlled and communications like television commercials or other mass media but through one-to-one customer relationship building, through personal interaction. B2B company demands for sophisticated sales management and an educated, knowledgeable, trained staff whose words and actions can have strong influence in the B2B buyers.

B2B Marketing starts on the inside
Most people working within a B2C company have little actual contact with the customer. However, in B2B, countless people within the company, not just marketing staff, have access to and interact with the customer. All of those people need to understand the brand, live the brand, and deliver the brand every day. Therefore, the B2B marketer’s first job is to market internally and align others in order to create brand ambassadors.

In conclusion, Business-to-business marketing requires a special, unique set of marketing concepts and principles. Many B2B companies have succeeded in Vietnam by knowing well their prepositions, strong business value, great relationship driven, knowledgeable workforce, well understanding of customer base. The case of Canon, Panasonic and local companies like T&A communication have made these points right.
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