Transcript
Submitted by:Zebdji NesrineKentour AmiraKelouche KarimaGhezali Hajer
Group :8Option:Marketing
Plan:
Introduction
1. Definition of B2B marketing.
2. Definition of marketing mix.
3. Elements of industrial marketing mix.
4. Differences between industrial and consumer marketing.
Case study: Hewlett Packard Products (HP)
Conclusion
the companies that sell goods and services to business firms need to understand their needs and try to create value with the right products .
Industrial marketing or B2B marketing can be defined as the creation and management of mutually beneficial relationships between organizational suppliers and organizational customers.
It is the marketing of products, technical services, equipments, components, consumable supplies, raw or processed materials to: commercial enterprises;Institutuions; andGovernment.
The marketing mix is generally accepted as the use and specification of the 4 P’s describing the strategic position of a product in the market place.
The 4 P’s of the marketing mix are referring to:
1- Product: Involves planning, developing and producing the right types of products and services to be marketed by the organization.
Industrial products conercn the specific attributes designed into a product, its packaging, warranties, adjunct services, customer training and installation. They represent the core elements of the mix in industrial markets.
2- Price: The price is the amount a customer pays for a product. It is determined by a number of factors .
Pricing in industrial marketing mix involves establishing terms of sales discountsn trade-ins, rebates, bidding strategies, and possibly financing.
3-Promotion : Promotion deals with informing and persuading the organizational customers regarding the firm's product
Promotional concerns include: personal selling, sales management, trade advertising, free samples, trade shows, demonstrations, direct mail, campaigns and publicity. These are the communication components of the industrial mix.4-Place : Place represents the location where a product can be purchased. It is often referred to as the distribution channel.
Distribution decisions in industrial markets are: middle men, market coverage, delivery time,inventory policies, logistics and supply chain management.
Elements of Marketing Mix
Industrial marketing
Consumer marketing
1- Product Product positionning is based on functions’ features
Based on consumer insights
2- Pricing it is geared to customer needs and competitive situation. Prices fluctuate
It is fixed apart from promotional discounts.
3- Promotion Used for awarness rather than sales
Extensively used to create demand and brand differentiation
4- Distribution channel
Fairely extensive, use of direct sales force for large customers agents and wholesalers for small customers
Wholesalers, retailers and direct sales via internet are dominant modes.
Introduction to HP:
:Founders :William Hewlett and Dave Packard in the year 1939 in USA.First product: Audio oscillator.First customers: Walt DisneyStudios.One of the largest IT companies in USA.It is the 6th largest software company in the world.
1- Products:Personal computers and laptops.Printers.Digital cameras.Televisions.Scanners.Storage.Computer monitors.Personal digital assistance.Servers.
2- Price:Discount and allowance pricing:* Quantity discount: price reduction to buyers of large volumes* Functional discount: price reduction to channel members.Segment pricing:*customer segment: household and industrial customers pay different prices for the same product.*Product from pricing: different versions of the same product priced differently because of different features.
3- Promotion:throughadvertisments.Channel road shows.Pilot programs introduced to schools and college.Holiday rebate program.Storage.Incentive schemes.
4- Place:The worldwideUSA.Europe.Asia .Africa .
The determination of a marketing mix is an important decision that helps develop a product that will not only satisfy the needs of organizational customers within the target markets, but simultaneously to maximize the performance of the organization as well.
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