Role & Scope of B2b Marketing

B2B mar mark keti eting ng  role & sco scope pe Session 2-3

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nee d to understand the scope of Why do we need b2b? 

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To initiate ini tiate the t he thinking process in the mind of a b2b manager There are several classifications of products, competition and market combinations that make up the business environment. Such understanding can assist the marketer to understand various types of customers, their perception of value and how competitors will try to create superior value.













Classifying Goods for the Business Market

Classifying industrial goods by the following questions: How does the good or

Source: Adapted from Philip Kotler, Marketing Management: Analysis, Planning, and Control, 4th ed. (Englewood Cliffs, N.J.: Prentice-Hall,













Types 

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of B2B B2B cus custo tomer merss - OEM OEMss

They purchase purchase goods to incorporate them into goods they produce and sell to the customers. Exampl Ex amples es  Maruti, Maruti, Samsu Samsung, ng, HP Industrial marketers (suppliers to OEM ) spend the major part of their resources approaching, learning about and targeting these customers. OEM suppliers also do B2C marketing through their













End Users 

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Manufacturers that purchase goods and services for consumption, either as supplies, capital goods or materials for incorporation into their products such that the identity of the purchased product is lost. Example Example  Apollo Tyres Tyres for Tata Tata Steel Steel OEMs / End users are attempting to place some responsibility of the quality of their products with their



























Institutional 

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Customers

Organizations Organizations that buy product and services servic es essentially for their internal consumption. No conversion is done on the purchased product and internal customers consume them.













Government 

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Ministries Central Government organizations organizations Defence Defence sector

Units













Competition buyers 

Selling of excess excess capacity to competitors.

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Selling of specializ spe cialized ed technology / patents to













Organized Retailers 

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Big volumes Centralized Centralized decision making with defined













Cross-promotion customers 

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Companies buying lots of finished products for helping their own promotions such as: Pharma



























Component parts and manufactur manufactured ed materials











































































































































































Direct Marketing and B2B 

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Internet-based nternet-based

direct marketing can be used in combination with postal mail and telephone Similar to direct mail, on web we can combine graphics and text Micro-segmentation













Illus llustr trati ation on

- Hewl Hewlet ettt Packa Packard rd closes closes the Payment Gap in B2B E-Commer E-Commerce ce

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HP payment solutionseamless electronic B2B payment ±

Two

components are preintegrated and provide end-to-end automation 

Embedded options t hat establish rules to facilitate direct debit payment options ±

Buyer accounts

±

Purchasing limits













Hewlett Packard Closes the Pa Payment Gap in B2B E-Commerce ( cont.) cont.) 

HP payment solution ±

±

The integrated system

reduces cost of:

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Order processing

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Contract administration

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Customer Customer service

Captures and analyzes information t hat allows company to offer unique purchasing experience













Web Hosting and Other Services 

Business hostinghosting is popular for SMEs; large businesses need more advanced services ±

±

Dedicated serverassigned for specific purpose or customer Free Web hosting is an attractive option for small start-ups 

Provider company company inserts a banner ad on their site













inanciall Financia 

B2B Services Ser vices

Payments ±

Electronic letters of credit 

Benefits to seller ±

±

±

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Credit risk reduced Payment Payment highly assured Political/country Political/country risk ri sk reduced

Benefits to the buyer















Order Fulfillment, Logistics, and Supply Chain Services Illustration : UPS Logistics Group Suppl

hain management



ransportation Transportation

services













Order Fulfillment, Logistics Logistics,, cont.) and Supply Chain Services ( cont.) 

Parts distribution ±

Comprehensive returnand-repair



EC solutions ±

Logistics services Web-based Web-based businesses













Order Fulfillment, Logistics, cont.) and Supply Chain Services ( cont.) 

Call center services ±

±

Customer care Communications (call center

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Solutions for EC initiatives ±

Tracking systems Product return systems













Marketing and Advertisement 

Communication methods used by offline marketers Specialt trade sh













Online Data Mining Services 

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Clickstr Clickstream eam datada datadata ta collecte collected d by monitoring what people do online Analyzed and mined to produce useful















Directory Services &













Other B2B Services

Role & Scope of B2b Marketing

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