"At a general level, marketing medical imaging technology or diesel locomotives to business customers is like selling refrigerators to final buyers. It requires a deep-down understanding of customer needs and customer-driven marketing strategies that create superior customer value. But that’s about where the similarities end. In its business markets, rather than selling to large numbers of small buyers, GE sells to a few very large buyers. Whereas it might be disappointing when a refrigerator buyer chooses a competing brand, losing a single sale to a large business customer can mean the loss of hundreds of millions of dollars in business."
Armstrong & Kotler (2011). Marketing
Consumer marketing compared to business to business marketing would be seen as a less of a though process when it comes to buying. In the consumer market we shop around or do research before we buy something. As consumers we look for the cheapest way to buy what we need in some cases. As business to business goes there is a longer process when purchasing larger orders. In the process of business to business marketing the buyer goes though a long list of things they need to sort out before their large purchase. The list includes: gas, transportation fees, storage, quantity, budget, and so on. When it come to consumer marketing the most we do is a little research on the items we want to purchase to see if we can get a better deal. Its less of a process for us as the comsumers in the buying world.
No comments:
Post a Comment