2nd
Do you now understand what a business market is?
What do you think might be the difficulties for the B2B marketer?
What might occur strategically across the various business markets?
3rd
WANT TO HAVE A PROFESSIONAL WRITER WORK ON THIS PAPER? CLICK HERE TO ORDER THIS PAPER
What types of secondary sources, publications etc might you consider using to obtain these ‘segmentational’ patterns of behaviour and needs.
YOU CAN WRITE A BIT ABOUT THEESEꜜ
1.Refereed academic journal,non-refereed academic journal
2.Professional Journal
3.Books
4.Trade journal
4th
Do you agree with ‘Winds’ model – if so why? – if not why? Offer your own Critical Evaluation of “Winds” model !!!!(see attached document)
5th Do you agree or disagree with Peter Druker at the beginning of Topic 5 and have you changed your mind at all at the end of the Topic 5?? Discuss?
Peter Druker the eminent American management guru wrote back in 1955:
"There is only one valid definition of business purpose and that is to create a customer. It is the customer alone who determines what a business is for it is the customer and customer alone who, through being willing to pay for goods and services, builds a company; the customers are the foundation of a business, and keep it in existence.
It is not just the one customer but the range of customer who builds business and it is not the one off transactional customers but the long term relationship customers who give business hope stability and long term wealth. It is this portfolio of customers that bring diversity to a company but also stretch it and develop it through long term associations and partnerships encouraging the company to move away from ‘one off’ unpredictable customers and on towards valued customers.
We must remember that CRM offers an all encompassing strategy to replace older methods and engage a company in the requirements of today’s market-places and customers but that CRM is not a quick fix, the buying of some expensive over sold software, but indeed a complete overhaul of the company affecting the organisation itself and the culture and structure preparing the company throughout to build relationships with its customers and to develop those long term partnership that deliver long term value.
Relationship Marketing started in the depths of the Japanese Keiretsu System in Japan many companies are closely linked within the “Value Chain” The Keiretsu System only operates on verbal agreements and not contracts. The Keiretsu System breeds tremendous trust, loyalty and business growth and functions very well.
WANT TO HAVE A PROFESSIONAL WRITER WORK ON THIS PAPER? CLICK HERE TO ORDER THIS PAPER
Learning Outcomes for this Topic
By the end of this topic successful students will be able to:
Discuss the importance of Customer Relationship Management and Marketing.
Indicative Content: Building long term buyer relationship
6thTaking your own experience and knowledge of business can you recognise any area of advanced technology used in a B2B business that you know?
7th Do you think that TV advertising is of any real value to companies operating in business market? Discuss? The answer is no and yes
8th
a. Identify what deception could be undertaken in the area of B2B marketing communications – if possible offer some examples?
b. How could a B2B company become involved in unethical pricing?
Additional info for q.8th
Pricing is ethical where the buyer voluntarily pays the agreed price
Pricing is ethical when both parties have equal information
Pricing is ethical where there is no exploitation of buyer’s essential needs
Pricing is ethical where everyone has equal access to both goods and services regardless of the ability to pay
We often hear ethics defined as “the way we do things around here
Ethics – an academic view:
If Ethics are the principles that define Right and Wrong
Ethical thinking divides logically into two as well
9th
Define and explain: ‘The System of Value?’ Illustrate you answer with an example
Topic is about supply chain and the learning outcomes are:
Distinguish between the challenges of B2B as opposed to B2C marketing.
Discuss the importance of customer relationship management
Discuss the integral role of quality assurance in customer relationship management.
10th
a. What is the impact of perishability on both the management and marketing of a service business?
b. What are the 10 criteria that affect customer perception of service quality?
c. How might we differentiate service quality, from product quality
11th
a. Why do you think that attitude to risk and change is important - what part does it play in the strategic marketing process?
b. What do you think the strategic intent of two companies that you know/of your own choice?
12th
Who are your customers, and what do they really want? Knowing the answer to this question can help you to keep your customers longer, sell them more products over time - and increase your profits by between 75–95%. Given that the potential rewards are so great, what can you do today to dramatically lower your rate of customer departures?
As the subject is business to business marketing, so I guess you have to think as you would be in the position of a distributor or a dealer for a product. I add additional info:
1. Selling more to existing customers is 5 to 15 times less expensive than acquiring new customers (less advertising, less direct mail costs…and much less time);
2. Loyal customers will often refer you to their family, friends and colleagues, further reducing the time and cost of acquiring new customers and closing new business; and
3. Every time you lose a customer it takes time - and effort - to find a replacement. So how can you reduce your customer departure rate? By keeping your customers happy!!!!!!. The key to keeping your customers happy is to know what they want, and then find the product that provides them the best possible value - that’s it.
No comments:
Post a Comment