Lec 15- Understanding Organizations as Customers-3
Summary
TLDRThis video script delves into the intricacies of business marketing, focusing on developing effective marketing programs and managing B2B relationships. It covers transitioning from product to solution selling, enhancing services, building B2B brands, overcoming price pressures, and managing communications. The module also explores the unique aspects of institutional and government markets, offering insights into the dynamics of supplier and buyer relationships and the importance of trust, credibility, and reputation in business dealings.
Takeaways
- 📈 **Developing Business Marketing Programs**: The script emphasizes the importance of creating effective business marketing strategies that transition from product-focused to solution-oriented approaches.
- 🤝 **Managing B2B Relationships**: Understanding and classifying buyer-seller relationships is crucial for managing corporate trust, credibility, reputation, and operationalism in business.
- 🛠️ **System Selling**: The concept of system selling, where a single supplier provides a total problem solution, is highlighted as a key marketing tool, especially in industrial marketing strategy.
- 🔄 **Transition to Services**: There's a clear trend in business where products are transitioning into services, with companies like Rolls-Royce offering long-term repair and maintenance contracts for added value.
- 💼 **Enhancing Services**: High-quality services are being added to product offerings to provide greater value and establish closer ties with customers, as seen with companies like Adobe Systems.
- 🏢 **Building B2B Brands**: The significance of brand recognition in business-to-business marketing is underscored, with brands like ABB undergoing rebranding to strengthen their market position.
- 💬 **Overcoming Price Pressures**: Various strategies are discussed to counter price-oriented buyers, including user framing, total cost of ownership, and emphasizing the value of services.
- 📊 **Economic Value Analysis**: A tool for monetizing the functional benefits of a company's offering is introduced, which helps communicate the value proposition to customers more effectively.
- 🌐 **Managing Communication**: The role of online communication, including SEO and social media, in B2B marketing is highlighted, with examples of companies leveraging these channels for better performance.
- 🤔 **Understanding Buyer-Supplier Relationships**: The development of relationships between business partners is influenced by factors such as availability of alternatives, supply importance, and market dynamism.
- 🏦 **Institutional and Government Markets**: Specific features of institutional and government buying practices are discussed, including the preference for lowest bidder contracts and the need for detailed guidelines for suppliers.
Q & A
What is the main focus of Module 15 in the 'Introduction to Marketing Essentials' course?
-Module 15 focuses on developing effective business marketing programs, managing B2B relationships, understanding buyer-seller dynamics, and managing corporate trust, credibility, reputation, risk, and operationalism in business.
What is the difference between individual customers and organizational customers?
-Individual customers are single consumers making purchases for personal use, whereas organizational customers are entities such as businesses or institutions that make purchases for commercial, industrial, or institutional use.
What is the concept of 'system buying' and how did it originate?
-System buying is a practice where business buyers prefer to purchase a total problem solution from one seller. It originated with government purchases of major weapon and communication systems, where prime contractors were responsible for assembling the systems from subcomponents provided by second-tier contractors.
How do technology giants like HP, IBM, Oracle, and Dell adapt to the shift to cloud-based services?
-These technology giants are transitioning from specialists to One-Stop shops, providing the core technology necessary as businesses shift to the cloud, often by adding systems selling as a marketing tool.
What is 'system contracting' and how does it benefit both the supplier and the customer?
-System contracting is a single supplier providing the buyer with all its maintenance, repair, and operating (MRO) requirements during the contract period. It benefits the customer by reducing procurement and management costs and offering price protection, while the seller achieves lower operating costs due to steady demand and reduced paperwork.
How does Rolls-Royce enhance its services to provide greater value to customers?
-Rolls-Royce enhances its services by offering long-term repair and maintenance contracts for its jet engines, which not only provides a source of profit but also gives customers peace of mind and predictability.
What is the significance of the subscription model in the context of digital marketing businesses like Adobe Systems?
-The subscription model eliminates the need for constant persuasion for users to upgrade to newer versions, as upgrades happen automatically. It also increases revenue as companies can sell support services to their cloud customers.
Why is building a strong corporate brand important in B2B marketing?
-A strong corporate brand provides assurance of product quality, making it easier to justify purchases to stakeholders. It also helps in establishing trust and can be a key differentiator in the marketplace.
How can companies counter requests for lower prices in B2B transactions?
-Companies can counter price requests by demonstrating the total cost of ownership, highlighting superior services, showcasing supplier knowledge and ability to improve customer time to market, and using economic value analysis to monetize the functional benefits of their offerings.
What is the role of communication in managing B2B relationships?
-Communication is crucial for informing business customers about the benefits of offerings, coordinating activities with collaborators, and moving into the online space using SEO, SEM, social media, webinars, and other digital tools to connect with buyers.
How do institutional and government markets differ from other B2B markets in terms of purchasing practices?
-Institutional and government markets often require suppliers to submit bids and may award contracts to the lowest bidder, with allowances for quality or timely completion. They also involve more paperwork, public review, and bureaucracy, with a focus on cost justification and past performance.
Outlines
📚 Module 15: Understanding B2B Marketing Strategies
This paragraph introduces Module 15, focusing on developing effective business marketing programs. It discusses the transition from product to solution-oriented marketing, managing B2B relationships, and addressing the unique aspects of institutional and government markets. The importance of systems selling, where businesses prefer a total problem solution from a single seller, is highlighted. The concept of 'turnkey solutions' is explained, where the seller provides a complete, ready-to-use system. Additionally, the paragraph touches upon system contracting, where a single supplier is responsible for all maintenance and operational requirements during the contract period, and the role of technology giants like HP, IBM, and Oracle in this transition.
🛠 Enhancing Services and Building B2B Brands
The second paragraph delves into the strategic and financial importance of services for B2B firms, using Rolls-Royce as a case study to illustrate how companies can establish closer ties with customers through long-term repair and maintenance contracts. It also discusses the bundling of services by technology firms for improved customer satisfaction and increased profits, with Adobe Systems as an example of transitioning to a cloud-based subscription model. The paragraph further explores the significance of branding in B2B marketing, using ABB and Emerson Electric as examples of companies that have strengthened their global market positions through rebranding and unified brand identities.
🤝 Managing B2B Relationships and Economic Value Analysis
This paragraph examines the dynamics of buyer-supplier relationships in B2B markets, emphasizing the importance of vertical coordination to create more value for both parties. It discusses how factors such as the availability of alternatives, supply importance, supply complexity, and market dynamism influence these relationships. The concept of economic value analysis is introduced as a tool to monetize the functional benefits of a company's offerings, such as performance and reliability. The paragraph also covers various strategies to overcome price pressures, including economic value analysis, improving communication of benefits, and demonstrating the total cost of ownership.
💼 Trust, Credibility, and Reputation in B2B Partnerships
The fourth paragraph focuses on the critical aspects of building trust, credibility, and reputation in B2B relationships. It explains that corporate trust is based on factors such as perceived competence, integrity, and personal interactions, while corporate credibility is influenced by expertise, trustworthiness, and likeability. The paragraph also discusses the challenges of safeguarding against opportunism and the risks associated with specific investments in company-specific training, equipment, and procedures. It highlights the role of joint ventures as a means to signal a higher level of commitment in collaborative relationships.
🏛 Navigating Institutional and Government Markets
This paragraph addresses the unique features of institutional markets, such as schools, hospitals, and prisons, which are characterized by low budgets and captive clients. It discusses the procurement practices of government organizations, which often involve bidding processes that favor the lowest bidder, with some exceptions for quality and timely completion. The paragraph also touches on the challenges faced by multinational companies operating in Europe, where national favoritism can impact the bidding process. It concludes with an overview of efforts by the European Union to remove such biases and the various reforms aimed at simplifying contracting procedures and increasing transparency in government procurement.
🌐 Conclusion: Effective Business Marketing Strategies
The final paragraph summarizes the key points of Module 15, which include developing effective business marketing programs by transitioning from product to solution-oriented approaches, enhancing services, building B2B brands, overcoming price pressures, and managing communications. It also recaps the discussion on managing B2B relationships and the special considerations for institutional and government markets. The paragraph concludes by acknowledging the source material for the module and thanking the audience, signaling the end of the presentation.
Mindmap
Keywords
💡Business Marketing Program
💡B2B Relationships
💡System Selling
💡Turnkey Solution
💡Maintenance, Repair, and Operating (MRO)
💡Total Cost of Ownership (TCO)
💡Economic Value Analysis (EVA)
💡Brand Architecture
💡Institutional Markets
💡Government Procurement
💡Opportunism
Highlights
Introduction to Module 15 focusing on understanding organizations as customers and the two types of entities: individual and organizational customers.
Explaining the development of an effective business marketing program and managing B2B relationships through understanding buyer-seller dynamics.
The transition from product-focused to solution-oriented business strategies, emphasizing system buying and the role of prime contractors.
The concept of system contracting, where a single supplier provides maintenance, repair, and operating requirements during the contract period.
The importance of services in B2B marketing, with examples like Rolls-Royce's long-term repair and maintenance contracts for jet engines.
Technology firms bundling services for improved customer satisfaction and profits, illustrated by Adobe Systems' transition to cloud-based subscriptions.
The significance of building B2B brands for peace of mind and justifying purchases, exemplified by Swiss-based ABB's rebranding project.
Emerson Electric's global brand consolidation to leverage its brand name while selling locally, aligning with a new global brand architecture.
Countering price-oriented buyers through user framing, total cost of ownership, and emphasizing superior services over competitors.
Economic value analysis as a tool to monetize the functional benefits of a company's offering, such as performance and reliability.
The role of marketing communication in B2B markets, including online presence, SEO, social media, webinars, and digital marketing.
Makino's use of industry-specific webinars to build relationships with end-user customers and improve marketing efficiency.
Adopting B2C marketing practices in B2B to build brand recognition, as seen in Xerox's integrated communication campaign.
Managing B2B relationships through vertical coordination, focusing on creating value for both parties beyond simple transactions.
The importance of corporate trust, credibility, and reputation in building long-term B2B relationships and ensuring healthy cooperation.
Managing institutional and government markets, addressing their specific features such as low budget, captive clients, and public review.
Government procurement practices, including the preference for the lowest bidder and the move towards online purchasing and e-procurement.
Strategies for companies selling to the government, such as establishing separate government marketing departments and providing strong communications.
Conclusion summarizing the module's key points on developing business marketing programs, managing B2B relationships, and understanding institutional and government markets.
Transcripts
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introduction to marketing Essentials now
we will talk about module 15.
now as you can see from this slide
module 13 14 and 15 we are
trying to understand organizations as
customers so there are two types of
entities that act as customers one is a
individual customer and then there are
organizational customers
so this is part three of that and we are
we are in module 15.
in this module we will explain how to
develop effective business marketing
program
how to manage B2B Relationships by
understanding buyer seller relationships
classifying buyer sellers relationship
and then managing corporate trust
credibility reputation risk and
operationalism in the business
we will also explain how to manage
institutional and government markets
so these two are together we are
coupling them as organization markets
so all although we will talk about them
separately to start with business to
business marketers are using every
marketing tool at their disposal to
attract and retain customers
they are embracing systems selling
adding valuable services to their
product offerings employee customer
reference programs and also utilizing a
wide variety of offline and online
communication and branding activities so
now there there is a transition there is
a change from products to Solutions
so we will now try to understand this
transitioning from product to Solutions
so many business buyers prefer to buy a
total problem solution
from one seller
and this practice is called as system
buying
which originated with government
purchases of major weapon and
communication systems the government
solicited bids from Prime contractors
that if awarded the contract became
responsible for bidding out and
assembling the systems subcomponents
from second tier contractors
the prime contractor then provided a
turnkey solution
so called because the buyer simply had
to turn one key to get the job done
sellers increasingly recognize that
buyers like to purchase in this way and
many have added systems selling as a
marketing tool
technology Giants such as HP IBM Oracle
Dell are all transitioning from a
specialist
to competing One-Stop shops that can
provide the core technology necessary as
business shifts to the cloud
one variant of system selling is system
Contracting
in which
single supplier provides the bias with
all its maintenance
repair and operating mro requirement
that is maintenance and repair
organization
during the contract period the suppliers
also manage customers inventory for
instance Shell Oil manages the oil
inventories of many of its business
customers and know when they require to
be topped up
the customer benefits
from reduced procurement and management
cost as well as from price protection
over the term of the contract
the seller achieves lower operating cost
thanks to steady demand and reduced
paperwork
system setting is a key to Industrial
marketing strategy
in bidding for large scale industrial
projects such as
construction of dams sanitation systems
pipelines utilities and even
whole new towns after the products have
been transitioned into Services now let
us look at how to enhance those services
so Services play an increasingly
strategic and financial role
for many business to business firms that
sell primary products adding high
quality services
to their product offerings allow
companies to provide greater value
and establish closer ties with the
customers a classic example is Rolls
Royce which has invested heavily in
developing giant jet engine models for
the new jumbo planes being introduced by
Boeing and Airbus
so these aircraft from Boeing an Airbus
they have these engines from Rolls Royce
an important source of profits for
Rolls-Royce Beyond selling engines and
replacement parts is the add-on powered
by the r long term repair and
maintenance contract it sells margins
are higher because customers are willing
to pay a premium for the peace of mind
and predictability
the contract offers
technology firms are also bundling
services
for
improved customer satisfaction and
increased profits like many software
firms Adobe Systems is making the
transition to a digital marketing
business with cloud-based monthly
subscriptions
for example Adobe products such as
Photoshop illustrator and InDesign have
moved online to become subscription
Based Services
a particular benefit for companies
offering such Services is that the
subscription model eliminates the need
to constantly try to convince the users
who have purchased the product in the
past to upgrade
to a newer version in the subscription
model it happens automatically revenue
is also increasing because the company
is able to sell Support Services to its
Cloud customers now after the product
has transitioned to the service and we
have looked at enhancing the service now
let us look at building business to
business brands
business marketers are increasingly
recognizing the importance of their
brands brand give manager Peace of Mind
by ensuring product quality and thus
make it easier to justify the purchase
of established Brands to the complete
stakeholders as the old thing goes
nobody gets fired for buying IBA
consider Swiss based ABB a global leader
in power and automation Technologies
with with 110 000 employees in more than
100 countries the company's spends
dollar one billion in r d annually to
fuel a long tradition of groundbreaking
and nation building projects ABB under
two connector extensive rebranding
project that evaluate five alternative
position platforms concluding that ABB
should stand for power and productivity
for a better world
so that was that become their
positioning
in a one company one brand approach
magazines posters brochures digital
communication and even exhibits were all
revamped to give the brand a unified
look and strengthen it Global Marketing
and strengthen its Global Market
position
most of the ABB business advertising
contains images of actual projects with
business specific messages that explain
Technologies in business to business
marketing the corporate brand is often
critical because it is associated with
so many of the company's product at one
time Emerson Electric a global provider
of power tools compressors electrical
equipment and Engineering Solutions was
a conglomerate of 60 autonomous and
sometimes enormous companies
200 broader presence so it could sell
locally while leveraging its Global
brand name Emerson aligned the brands
with a new Global brand architecture and
identity so these are the two things
brand architecture and brand identity
Global consolidation cut the number of
company website in half online content
and marketing campaign were translated
into local languages around the world
and the social media platforms were
built out
SAS is another form that recognizes the
importance of its corporate brand
this fight moves towards strategic
sourcing partnering and participation in
cross-functional teams seller still
spends a large chunk of their time
haggling with suppliers on price the
number of price oriented buyers can vary
by a country
depending on the customer preferences
for different service configurations and
the characteristics of the customer
organization
marketers can counter request for a
lower price in a number of ways how one
is user framing as we have noted that
previously they may also be able to show
that the total cost of ownership that is
the life cycle cost of using their
product is lower than that of
competitors product so this is what
becomes a differentiator
the life cycle cost of using their
product is less than that of the
competitors so they can cite the value
of the services the buyers now receive
especially if it is superior to that
offered by competitors researchers show
that service support and personal
interaction as well as suppliers know
how and ability to improve customer time
to Market can be useful differentiators
in achieving key supplier status
improving productivity helps Elevate
price pressures some companies handle
price oriented buyers by settling a
lower price by setting a lower price but
establishing
restrictive conditions such as limited
quantities no refunds no adjustments no
Services others seek solutions that
increase benefits and reduce cost enough
to overcome any price concern lowering
the price and increasing benefits are
not the only ways to overcome price
pressure
so that is not the only way
in some cases the issue is not improving
the offering but better communication
the benefit that the offerings already
delivers to the customer so now you only
have to communicate the benefits the
popular approach in making the value of
the offering more transparent to
customers is the economic value analysis
so what is this economic value analysis
is a tool that helps monetize the
functional benefits of the company's
offering
such as performance reliability and
warranty so because now you see that
communication has become so important
therefore now let us look at managing
communication all the marketing
communication is usually associated with
consumer markets okay but it also plays
an important role in business markets
companies need to inform business
customers about the benefits of their
offerings as well as coordinating their
activities with collaborators as is the
case in consumer markets business
communication are increasingly moving
into the online space
using search engine optimization and
search engine marketing to connect with
buyers
one example of the weight of firms are
redesigning their online presence
employing search engine optimization
engaging in social media
launching webinars and Port cost to
improve their business performance
through B2B marketing is
Machinery manufacturer Makino builds
relationship with end user customer by
hosting and ongoing series of Industry
specifics webinars averaging three a
month the company uses highly
specialized content such as how to get
the most of the Machine Tools how metal
cutting processes work to appeal to
different Industries and different
styles of manufacturing its database of
webinar participants had allowed the
firm to cut marketing cost and improve
its Effectiveness and efficiency some
business to business marketers are
adopting marketing practice from
business to Consumer markets to build
their brands so these practices are used
in
this markets also
Xerox run a fully integrated
communication campaign to cleverly
reinforce the fact that 50 percent of
its Revenue comes from Business Services
not copiers
sometimes a more Personal Touch can make
all the difference
customers that are considering dropping
six or seven figures on one transaction
for Big Ticket goods and services want
all the information they can get
especially from The Trusted independent
source
now let us look at managing of business
to business relationships business
suppliers and customers are exploring
different ways to manage their
relationships
loyalties driven part by the Supply
Chain management supplier involvement
and purchasing alliances
business to business marketers are using
more focused approaches to attract and
retain customers homing in on their
targets and developing one-to-one
marketing approaches now let us try to
understand the buyer supplier
relationships much research has
advocated greater vertical coordination
between buying partners and sellers so
that they can transcend merely
transacting and instead create more
value for their parties a number of
forces influence the development of
relationship between business partners
and those four relevant forces are
availability of Alternatives importance
of Supply complex of supply and supply
Market dynamism based on these forces by
supplier relationships can range from
basic buying and selling that involves
simple routine exchanges with moderate
levels of cooperation and information
Exchange
to a collaborative relationship in which
trust and commitment lead to a true
partnership how to manage corporate
trust credibility and reputation
building trust is one prerequisite to
enjoying healthy long-term relationship
corporate trust is the firm's
willingness to rely on business partners
it depends on a number of interpersonal
and Inter organizational factors such as
firms perceived competence Integrity
honesty and benevolence
personal interaction with employees of
the firm
opinions about the company as a whole
and perception of trust will evolve with
experience
a firm is more likely to be seen as
trustworthy when it provides full honest
information
when employees incentives are aligned
with the customer needs
and when it's partnered with customers
to create market value and when it
offers valid comparisons with
competitive products so in these
conditions the firm is likely to be seen
as trustworthy corporate credibility is
the extent to which customers believe a
firm can design and deliver product and
services that satisfy their needs and
wants
extend to which the customer believe
it reflects the surprise reputation in
the marketplace and is the foundation of
a strong relationship
corporate credibility depends on three
factors
the first is Corporate expertise
reflects the extent to which a company
is seen as able to make and sell
products and conduct services
second is Corporate trustworthiness
reflects the extent to which a company
is seen as motivated to be honest
dependable and sensitive to customers
need
cooperate likeability reflects the
extent to which a company is seen as
likable attractive prestigious and
dynamic establishing a customer supplier
relationships creates tension between
safeguarding that is ensuring
predictable solution and adopting
allowing for reflexibility of
unanticipated events
vertical coordination can facilitate
strong customer seller ties but may also
increase the risk to the customers and
Supply the specific Investments so what
are those specific investment are those
expenditures tailored to a particular
company and value chain partners that is
investment in company specific training
equipment and operating procedure or
systems specific Investments however
also entails considerable risk to both
the customers and the suppliers
transaction Theory from economics
maintains that because these Investments
are partially sunk
they lock from
into a particular relationship
sensitive cost and process information
may need to be exchanged a buyer may be
vulnerable to hold up because of
switching cost a supplier may be more
vulnerable because it has dedicated
assets and or technology or knowledge at
stake When Buyers
cannot easily monitor supplier
performance
the supplier might select or cheat and
not deliver on the expected value
opportunism is some form of cheating
or under Supply relative to an implicit
or explicit contract opportunism is a
concern because firms must devote
resources to control and monitoring that
they could otherwise allocate to more
productive purposes contracts may be
inadequate to govern supplier
relationships
so that is not the only thing
when supplier upon opportunism becomes
difficult to detect
when firms make a specific investment in
assets they cannot use elsewhere and
when contingencies are harder to
anticipate customers and suppliers are
more likely to form a joint venture
which implies a greater level of
commitment to the collaborative
relationship
then signing a simple contract
so now we are talking of a joint venture
so when the suppliers degree of asset
specificity is high and monitoring the
supplies behavior is difficult the
presence of a significant future time
Horizon
and or a strong solidarity Norms
typically causes customers and suppliers
to strive for joint benefit these
specific Investments shift from
expropriation that is increased
opportunism on the receiver's part to
bonding reduced opportunity so
we
so we are talking about this continue
now how to manage institutional markets
much of what we have discussed and also
applies to the buying practices of
institutions
of institutional and government
organizations however there are certain
specific features of institutional
markets the institutional Market
consists of
schools hospitals nursing homes prisons
and other institutions
that must provide goods and services to
people in their care many of these
organizations are categorized by low
budget and captive clients so these are
two important characteristics of them
low budget and second is captive clients
in most countries government
organizations
are major buyers of goods and services
they typically require suppliers to
submit their bids and often award the
contract to the lowest bidder
so now you see that
The Firm offering the lowest price
will get the contract sometime making
allowances for suppliers known for
superior quality or for completing
contracts on time
so there can be some deviation
for for example superior quality
and
completion on time
oh
but generally we go by this lowest
bidder governments may also buy on a
negotiated contract basis primarily for
complex projects with major r d cost and
risks and projects for which there is
little competition a major complaint of
multinational operating in Europe is
that each country show favoritism
towards its National despite Superior
offers from foreign firms
so this is the favoritism
or what they call is that
so they give refers to they these
companies these countries they give
preference to to the countries these
countries give preference to the
companies that come from
their countries although such practices
are fairly entrenched the European Union
attempting to remove this bias
because the spending decision in
institutional markets are subject to
public review government organizations
require considerable paperwork from
suppliers who often complain about
bureaucracy regulation decision making
delays and frequent shifts in
procurement staff government decision
makers often think vendor have not done
their homework
different types of agencies defense
civilian intelligence
and have different needs priorities
purchasing Styles and time frames
in addition vendors do not pay enough
attention to cost justification a major
activity for government procurement
professionals companies hoping to be
government contractors need to help
government agencies see the bottom line
impact of the product so it is not only
about the price
but the overall impact that their
products all solutions are going to have
demonstrating useful experience and
successful past performance
through case studies especially with
other government organization can be
influential so they can they can tell
governments that they have done this
this kind of job earlier also for other
governments so just as companies provide
government agencies with guidelines
about how best to purchase and use their
products
government provide would be supplies
with detailed guidelines describing how
to sell to the government
failure to follow the guidelines or to
fulfill or to fill out forms and
contracts correctly can create a legal
nightmare fortunately for businesses of
all sizes
federal government has been trying to
simplify the Contracting procedures and
making bidding more attractive
so governments are also trying to reduce
all these kind of Hazels reforms places
more emphasis on buying off the shelf
item instead of items built to the
government specs
communicating with vendors
online to eliminate the message
paperwork and giving vendors who lose a
bid are debriefing from the appropriate
government agencies to increase their
chance of winning the next time around
more purchasing is being done online
via web-based forms digital signatures
and electronic procurement cards
several federal agencies that act as
purchasing agents for the rest of the
government have launched the web-based
catalogs that allow authorized defense
and civilian agencies to buy everything
from Medical
and office supplies to clothing online
the general service Administration for
example not only sells stocked
merchandise through its website but also
creates direct links between buyers and
contract sellers
for example we have government E
Marketplace
in spite of these reforms
for a number of reasons many companies
that sells to the government have not
used
a marketing orientation
some though have pursued government
businesses by establishing several
separate government marketing
departments for example companies such
as Gateway Rockwell codec and Goodyear
anticipate government needs and projects
participate in the product specification
phase gather competitive intelligence
prepare bits carefully and produce
strong Communications to describe and
enhance their company's reputation
so in order to conclude this module in
this module we have explained
how to develop effective business
marketing programs by defining
transitioning from product to Solutions
one enhancing Services building business
to business Brands overcoming price
pressures and managing Communications
we further understood how to manage B2B
Relationships by understanding different
aspects of this buyer supplier
relationship
and then we discussed a special case of
institutional and government markets and
these are the three books from which the
material for this module was taken thank
you
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thank you
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