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    B2B Marketing Slide 8 - Nguyen Le

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    Thảo Phương
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    B2B Marketing Slide 8 - Nguyen Le

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    Thảo Phương
    3 views13 pages
    b2b uef

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    B2B Marketing Slide 8_Nguyen Le

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    b2b uef

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    3 views13 pages

    B2B Marketing Slide 8 - Nguyen Le

    Uploaded by

    Thảo Phương
    b2b uef

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    B2B MARKETING

    Managing Products
    f o r Business Market
    B2B Branding:
    The Power of the Company Name

    • Unlike consumer goods, where individual


    products are often the brand focus, many
    B2B companies emphasize building their
    company name into a powerful brand.
    • Strong B2B brands evoke positive
    customer perceptions, influencing buying
    decisions and driving company value
    Customer-Based Brand Equity (CBBE)

    Establishing
    meaning: Forging
    Eliciting positive
    Creating Differentiating relationships:
    response:
    awareness: yourself through Achieving
    Building
    Ensuring customers performance customer loyalty,
    (quality, service, customer trust,
    recognize the attachment, and
    etc.) and consideration,
    brand and its even evangelism
    psychological and belief in
    product category. for the brand
    associations your brand's
    customers have superiority.
    with your brand.
    System Model

    • Branding is an ongoing process involving:


    • Company Actions: Marketing investment and
    strategic clarity.
    • Customer Perceptions: Shaped by your
    actions and market forces.
    • Customer Behavior: Positive perceptions lead
    to purchases, loyalty, etc.
    • Financial Impact: Strong brands generate
    greater value for the company.
    The Rising Tide of Customer
    Expectations
    • Quality and value are no longer "nice-
    to- haves" – they're strategic
    necessities.
    • International standards (like ISO-9000)
    are becoming essential to market access.
    • Companies are pushing quality
    expectations down the supply chain.
    What is Quality?
    It’s evolving
    Stage 3:
    Customer-
    Stage 2: Total Perceived Value –
    Quality Delivering
    Stage 1: Management – superior value
    Conformance – Holistic approach, relative to the
    Focus on meeting customer competition,
    specifications. satisfaction focus. driving customer
    loyalty.
    Decoding Customer Value

    • Customer Value: The perceived benefit minus


    sacrifices to the customer.
    • Benefits:
    o Core Benefits (essential requirements)
    o Add-on Benefits (differentiating features)
    • Sacrifices:
    o Purchase price
    o Acquisition costs
    o Operations costs
    Winning on Value
    • Add-on benefits are powerful differentiators.
    • Trust builds value as much as
    product features.
    • Help customers reduce their operations
    costs to increase their perceived value.
    • Superior service is vital before AND after
    the
    sale.
    Connecting the Dots:
    Product, Sales, & Service

    • Value is only realized when all elements


    work together.
    • Customization, installation, service
    support require coordination.
    • Emphasize the holistic customer
    experience, not just the product in
    isolation.
    Product Policy:
    Foundation of a
    Competitive Advantage
    • Product policy: decisions regarding a
    company's products and services.
    • Shapes customer satisfaction and builds
    sustainable advantage.
    • Requires deep understanding of the product
    market
    Types of Industrial Product Lines

    Proprietary: Off- Custom-built:


    the-shelf Modular products
    products, with options,
    decisions focus on decisions focus on
    expansion vs. optimal mix of
    deletion. add-ons.

    Industrial
    Custom-designed:
    Services:
    Unique products
    Company's
    for single/few
    expertise is the
    customers, based
    'product', focused
    on capability, not
    on maintenance,
    the final product.
    consulting, etc.
    Factors to Consider When Selecting a Strategy

    Technology Value-added
    Customer
    Function (other ways System
    Segment
    (benefit it to achieve (where your
    (specific
    serves). that firm fits in
    needs).
    benefit). the chain).
    Product Positioning: Find Your Competitive Edge

    • Positioning = how customers perceive your product


    vs. the competition.
    • Identify determinant attributes: Attributes that
    matter to customers AND where you differ from
    others.

    • Measure perceptions, analyze results to strategize.

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