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Business to business marketing - Essay Example

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BUSINESS TO BUSINESS MARKETING Name: Course: Institution: Date: Table of Contents Introduction 3 The Sales Force and Value creation 4 Retention Engagement Theory (RET) 5 Service Dominant Logic 5 Construal-level theory 6 Cultural models of value perception and experiences 6 Conclusion 11 References 13 Introduction Business is an integral part of life since it ensures that customers obtain the services and products they want and need…
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Download file to see previous pages Blocker et al., (2012) asserts that the sales force is the driving force that plays an integral part of ‘translating customers’ voice back into the firm’. Needless to say that without an apt sales force, the business is deemed to fail. Thus on that premise, this paper strives to shed light on the importance of the sales force to promote service delivery by SPSL, identify available options regarding organization of this sales force, give a critical evaluation of the extent to which relationship available and business networks likely to enable SPSL to establish a new office and discusses in details the differences between business to business and business to consumer marketing elucidating merits and demerits. This is believed to enable the company to maintain the B2B relations by providing satisfactory services to both businesses and consumers. This is of great importance since Blocker and associates reiterated that the sales force are in a suitable position to not just recognize and manage individual customer profitability and cost, but they too play an integral part in influencing repeat purchase, increase share-spending as well as shape numerous strategic outcomes that could help firms appropriate greater value. The Sales Force and Value creation As aforementioned salespeople play an integral role in the growth and development of any business since they are the one often in touch with the customer. Researches on business have often times dominated on the how to increase sales by increasing customer satisfaction, trust and loyalty, yet, the sales force which plays a pivotal role in any business have received limited research, (Blocker et al.,p.5,FitzHugh & Piercy 2009). Blocker and their team remarked that even theories regarding customer value such as axiology, mean-end theory, the service profit chain and the social exchange have all neglected the salespeople. They therefore highlight that the sales force is the heart of the business has they define customer requirements, deploy products as well as supporting the deployment of effective business strategies they employ. Kaufmann and Roesch (2012) also remarked that for the emerging marketing firms (EMFs) to gain a competitive market advantage, they need to explore how they can pursue building and deployment of marketing capabilities, which Blocker and associates offered that the sales force is tin a prime position to do that. Peter and Havey as lead directors of SPSL need not only to improve the general marketing expertise of the sales force but also to identify and improve specific marketing expertise of the salespeople that will enable the firm to tailor its resources appropriately to the demands, habits and characteristics of their target group in that country,(Kaufmann &Roesch,p.11). In the quest to expound the importance of the sales force strategic place in the business to business marketing, Blocker and his group (p.8-10) discussed the following theories regarding salespeople and business that may be of importance for the SPSL firm to employ in its sales force. Retention Engagement Theory (RET) They postulated that RET engages on retaining customers by offering valuable services and products, thus value was proposed as the ‘motivational force experience’ where desired or undesired forces such as positive or ...Download file to see next pagesRead More
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