英语论文网

When marketing is mentioned, many think of the function as it relates to consumers. However, there is another side that is expected to blossom during the next decade – business-to business Marketing. According to Business to Business’ “2007 Marketing Priorities and Plans” survey, marketing efforts will grow as business-to-business marketers increase budgets, do more business online, and try new technologies (Maddox, 2006). Respondents shared some of their goals for 2007, and the top three goals were customer acquisition (62.3% of the respondents), brand awareness (19.5%) and customer retention (11%).New market growth, product penetration, research and positioning the company as a thought leader were other goals listed in the survey. Although e-mail, search and Web casts were listed as still being important and worthy of some funding, web site development was the clear leader in getting the largest share of the online marketing budget. The survey also found that 67.7% of advertisers plan to launch new ad campaigns in 2007.

“Business-to-Business Marketing is a complex discipline that has become integral to selling products or services to business,industrial, institutional or government buyers” (Oliva, n.d., p. 1).

Many forecasters have predicted that this market can expect purchases to net several trillion dollars a year, which is why many are predicting that the growth will outpace Business-to-Consumer marketing. However, the marketing industry will respond accordingly by providing both markets with sufficient attention even though both have different focuses.

    Business Marketing Versus Consumer Marketing
There are many differences between the two forms of marketing such as business marketing using shorter and more direct channels of distribution (Dwyer & Tanner, 2006), and consumer marketing aiming at larger demographic groups through mass media and retailers. In addition, the negotiation process is more personal between the buyer and seller in business marketing.

Business marketers tend to use direct mail and trade journals as the preferred method of advertising, and they only commit a small portion of their budgets to do so (Hull & Speh, 2001).

    According to Oliva (n.d.), some of the unique features between the two methods are:
Business-to-Business (B2B) Marketing
• Transactions among and within value chains
• Value primarily determined by business economic use
• Small numbers of customers, many requiring personalized
marketing, including customized products and prices
• Large customers with strong market power (a business’ customers tend to be its competitors)
• Diverse and varied customer types and customer needs
• Large unit transactions
• Complex and lengthy selling processes involving many players creating a demand decision chain
• Deeper partnerships with members of the value chain, including customers
• Channel management oriented up and down the supply chain
• Sales focused on key account management, and multiple purchasing influencers

Business-to-Consumer (B2C) Marketing
• Transactions through the dealer to the end consumer
• Value determined by end-consumer perception
• Focus on brand management
• Large number of generally similar consumers
•本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。