The practice of a purveyor of goods trading with
another may be as old as commerce itself. In relation to marketing today, its
history is more recent. Michael Morris, Leyland Pitt and Earl Dwight Honeycutt
say that for several years business marketing took "a back seat" to
consumer marketing. This entailed providers of goods or services selling
directly to households through mass media and retail channels. David
Lichtenthal (professor of marketing at Zicklin School of Business) notes in his
research that business marketing has existed since the mid-19th century. He
adds that the bulk of research on business marketing has come in the last 25
years.
The purpose of B2B marketing communications is to support the organizations'
sales effort and improve company profitability. B2B marketing communications
tactics generally include advertising, public relations, direct mail, trade
show support, sales collateral, branding, and interactive services such as
website design and search engine optimization. The Business Marketing
Association is the trade organization that serves B2B marketing professionals.
It was founded in 1922 and offers certification programs, research services,
conferences, industry awards and training programs.
Apple's 1984 Super Bowl ad for the launch of the Macintosh is
widely considered to be the best Super Bowl commercial ever. The decision to
proceed with the ad was highly controversial within Apple - the board of
directors was not in favor of the ad, viewing it as costly and a slap in the face
to competitor IBM. However, Jobs loved the ad and offered to pay for the air
time. The rest is history - within the first 100 days of releasing
the ad Apple recorded $150 million in sales of the Macintosh.
With the advent of b-to-b exchanges, the Internet ushered in an
enthusiasm for collaboration that never existed before—and in fact might have
even seemed ludicrous 10 years ago. For example, a decade ago who would have
imagined Ford, General Motors and DaimlerChrysler entering into a joint
venture? That's exactly what happened after all three of the Big Three began
moving their purchases online in the late 1990s. All three companies were
pursuing their own initiatives when they realized the economies of scale they
could achieve by pooling their efforts. Thus was born what then was the world's
largest Internet business when Ford's Auto-Xchange and GM's TradeXchange
merged, with DaimlerChrysler representing the third partner.
Good marketing helps you to examine all aspects of your business,
no matter how small, and think about how they affect the perception your
customers' have of your business. Although marketing takes time, time, research
and analysis, successful marketing can help you increase your bottom line.
A single consumer market demand can give rise to hundreds of
business market demands. The demand for cars creates demands for castings,
forgings, plastic components, steel and tires. In turn, this creates demands
for casting sand, forging machines, mining materials, polymers, rubber. Each of
these growing demands has triggered more demands.
There are many definitions of marketing, however put broadly,
marketing is a strategic mix of business activities that work towards a bigger
goal of building your brand and business. Marketing is about identifying and
understanding your customers and developing products and services that meet
their needs. Marketing is important across many areas of your business,
including how your customers are greeted on the phone, your customer service
procedures, what your staff wear, and your email signature.
The series portrayed a young, hip Mac owner versus a bumbling,
nerdy-looking, decidedly uncool PC owner.) In 2010, Adweek declared
"Get a Mac" to be the best advertising campaign of the decade.
The first category includes original equipment manufacturers, such
as large auto-makers who buy gauges to put in their cars and also small firms
owned by 1-2 individuals who purchase products to run their business. The
second category - government agencies, is the biggest. In fact, the U.S.
government is the biggest single purchaser of products and services in the
country, spending more than $300 billion annually. But this category also
includes state and local governments. The third category, institutions,
includes schools, hospitals and nursing homes, churches and charities. Finally,
resellers consist of wholesalers, brokers and industrial distributors.
0 Response to "business marketing"
Posting Komentar