Managing business- to- business customer relationship

Managing business-to-business customer relationship :

Managing business-to-business customer relationship

B2B concepts :

B2B concepts Business to business marketing associates with five distinct concepts The exchange concept of marketing The turn of production concept The product concept phenomenon of marketing myopia The sales concept

Why B2B is important :

Why B2B is important By being able to manage your procurement processes online and to integrate your processes with all of your buyers and suppliers, you will benefit by having the following: Lower costs Integrated information with all parts of your supply chain Reduced inventory costs, which will allow you to better plan for materials purchasing Streamlined internal processes Optimized resource use Real-time collaborative decisions

The B2B Buyer vs. the B2C Buyer :

The B2B Buyer vs. the B2C Buyer B2B Relationship driven Maximize the value of the relationship Small, focused target market Multi-step buying process, longer sales cycle Brand identity created on personal relationship Educational and awareness building activities Rational buying decision based on business value

The B2B Buyer vs. the B2C Buyer contd. :

B2C Product driven Maximize the value of the transaction Large target market Single step buying process, shorter sales cycle Brand identity created through repetition and imagery Merchandising and point of purchase activities Emotional buying decision based on status, desire, or price The B2B Buyer vs. the B2C Buyer contd.

GE case study: "imagination at work":

GE case study : "imagination at work"

Slide 7:

Their solution has been to develop three campaigns: - Imagination at Work – for general awareness - Healthymagination – for all-things health product related - Ecomagination – for all-things energy product related

Technology solve the human problem :

Technology solve the human problem

Beyond B2B- A New View of the Institutional Market  :

Beyond B2B- A New View of the Institutional Market Marketers who successfully capitalize on the B2i market will enjoy the benefits of improved response rates, higher return on investment, and increased lifetime value. What Is An Institution? What do you think of when you think of an institution? A mental hospital? Correctional facility? Dormitory? Cafeteria food? An elephant in the room?

Institutions And Businesses Are Different:

Institutions And Businesses Are Different

The Institutional Market Is Big And Growing:

The Institutional Market Is Big And Growing Healthcare has grown from 5% of GDP in the 1950s to 16% today. City and County Government budgets can be equivalent to Fortune 1000 companies. Total education funding has increased substantially in recent years at all levels of government, even when accounting for enrollment increases and inflation

Institutions Are Recession Resistant:

Institutions Are Recession Resistant Institutions Are More Stable Than Businesses