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Business to Business Marketing - Essay Example

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Summary
Business-to-business describes about the commerce transactions between two businesses. It can be occurred between a wholesaler and a manufacturer or between a retailer and a wholesaler. The other contrasting terms of B2B are B2C and B2G (Schneider, 2011, p.229)…
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Business to Business Marketing

Download file to see previous pages... B2B branding is a typical term that used in marketing (Sarin, 2010, p.243). The volume of Business-to-Business transactions is respectively higher than the Business-to-Consumer transaction. B2B is significantly implemented in the context of collaboration and communication in marketing field. Many business organizations are now implementing social media to get connect with their business clients and consumers. However, the business organizations are using very much similar tools within the business process (Brito and Lewis, 2011, p.177). Therefore, the employees of business firms can get connected with each other. When the communication process is taking place among the employees, it can be referred to as B2B communication. Saxon Plumbing Service London Ltd. (SPSL) is a small organization that used to provide plumbing services to the SMEs in south London. Now they are trying to expand their business in by setting up a new office in Manchester. Moreover, they are trying to implement B2C process in their business. The objective of the study is to find the advantages and disadvantages of the implementation of B2C business process to both the customers and business. Sales Force Developing a new office is most certainly a right step towards the ambitious plan of expansion. The move made by the management to deploy is most certainly a right move made by the company to promote business and develop customer base. However, in order to be successful the management must organize the sales force properly to achieve desired level of output. However, the sales force may not be the solution to all the questions. Company has to rely on some other promotional techniques/ mediums to increase brand awareness and customer base. This section of the study provides a critical analysis as to how the management should organize and manage the sales force, appropriateness of the move of the company to deploy sales force and also other probable ways to increase brand awareness. Sales Force Vs Other methods of promotion According to the 4 Ps of marketing and the marketing mix concept the 4th P of the marketing mix is the promotion or communication. The elements of the promotional mix are advertisement, sales promotion, personal selling and public relations. Among these advertisement is probably the most common and popular way to reach out to masses, generate demand and brand awareness. Sales promotion is a great technique to provide promotional offers to increase brand awareness. Public relations are all about developing relationship between the public (client) and the company (Kitchen and Proctor, 2001, p.280). Personal selling on the other hand can be defined as the person to person interaction between the seller and the prospect (buyer). Keeping the on-current circumstances in mind it can be understood that advertisement, public relations seems the two best options. But there are certain constraints such as financial resources and budget. Also the company uses word of mouth or viral marketing to generate awareness and increase customer base. Personal selling is one of the best ways to develop and manage personal relationships with the client that pays rich dividend in case of generating positive word of mouth. Hence deploying sales force is most certain ...Download file to see next pagesRead More
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