Business to business marketing

Welcome to my “Business to business marketing”.

Recently, domestic large corporations, which have been conducting business for general consumers, are moving to Business to business. At the same time, the Business to business market is undergoing consumerization.https://www.blogger.com

As a result, Business to business aspects is also changing. Business to business customers is smarter than ever, and they are finding and judging information themselves. The Business to business should also have a marketing capability to find consumers ahead of sales.

Business to business marketing plays a role in finding consumers who are willing to buy before the sales stage. The customer obtains the digital information and compares it before setting up the salesperson. The salesperson does not need a long time to meet with the customer and get it done.

On the other hand, the time it takes for customers to gather information and meet salespeople are longer. A sales-oriented company can lose a lot of opportunities to meet customers in the Business to business market.

The role of Business to business marketing is to 'find leads' as before. The main role is to find potential consumers who want to buy expensive goods quickly from the start of their troubles and hand them over to the sales organization. As the hours of trouble for customers increase, the portion of marketing becomes larger and 'lead management' becomes important.

"In terms of processes, Business to business marketing is the marketing of products and industries that have taken a long time from the moment consumers decide to purchase something to buy," he said. "In automobiles, for example, "We do not contact employees, but we search for them, look for reviews, and have an ongoing interest," he said.

"The most important thing is lead management," he said. "It's scoring sales to the salesperson," he said.

What is most different from the previous one is that marketers can find consumers who are not caught up in sales. By combining all the digital activities that consumers collect information, they can know the identity, tendency, and intention to purchase of the consumer in advance.

Marketers scatter product information throughout. When an unknown consumer approaches one of the scattered information, it starts tracking. To get a customer's digital profile in the process of sending mail, participating in a campaign, attending a seminar, etc.

Oracle's Business to business marketing product, Eloqua, builds consumer digital activities on a cookie-based basis. As soon as a consumer is willing to reveal his / her identity, the information accumulated in the cookie is matched and the past activity history can be grasped.

If you know the identity of the consumer, you will be graded on how much you intend to purchase, whether you actually have the ability to buy the product, and so on. If the purchase intention and purchasing power are both high, it is handed over to the sales organization. If the accuracy of scoring is high, the sales multiplier also increases.

"It is also important to classify high-score consumers as hot leads, and it's also important to pick out the middle and lower scores," said Bae. "We need to quickly sort out the scorecards and reduce resource input."

Business to business digital marketing solutions can be used to identify all leads, sales, and sales. As a result, the company's contribution to the marketers becomes clear.

"Oracle's marketing cloud provides Business to business and B2C based on the process," Bae said. "Eloqua is popular with marketers and operators because of its simple menu and easy process implementation."

Oracle Eloqua has more than 1,200 customers worldwide. Software, high-tech manufacturing, and finance. Dell, HP, Lenovo, and other automakers such as Nissan and Toyota, and American Express and Wells Fargo.

Business to Business Marketing

1. University of Seoul 2012 Spring Business to business Marketing Professor: Lee Hyun Jeong Business to business Marketing mktbridge@gmail.com

2. Contents 1. Understanding Business to business Marketing Concept / 2 01 Understanding Marketing 5. Business to business Product Strategy and New Product Development / 82 01 Product Strategy 9. Business to business Promotion Strategy / 123 01 Concept of Promotion Contents 01. Understanding Marketing 02. Business to Business Marketing 2 Business to business Market Environment Analysis / 28 01. Product Strategy 02. New Product Development 6 Business to business Brand Strategy / 95 01. Concept of Promotion 02. Features of Promotion Mix 03.B2B Sales and Promotion Activities 2. Business to business Market Environment Analysis / 28 01 . Business to business Strategy Process 02. Business to business Environmental Analysis 6. Business to business Brand Strategy / 95 01. Business to business  Brand in the Market 02. Brand Strategy Guideline 04.IMC 10. Business to business  Marketing Performance Measure / 140 03. Own and Competitive Analysis 3. Business to business Customers Understanding Korea / 52 7. Business to business  Pricing Strategy / 104 01. Pricing Role Ting Sung Jeong 01. Customer Value and Customer Relationship Management 02. Understanding Marketing Performance 01. Business to business Purchase 02. Business to business Purchase Behavior Model 03 Business to business Purchase Center 01. Price Roles 02. Pricing Factors 8 Business to business Distribution Strategy /11103. Business to business Customers and Purchasing Centers 4. STP Strategy in the Business to business  Market / 67 8. Business to business Distribution Strategy / 111 01. Distribution Channel Management 02. Logistics 01.StP concept 02. Market segmentation 03 Target market selection 03. Supply chain management 03. Target market selection 04. Positioning

3. 1. Understanding Business to business  Marketing Concept 2

4. 01. Understanding Marketing 1 1 Marketing as Science 1.1 Marketing as Metaphysics Metaphysics Metaphysics is the field of metaphysics that cannot be answered by the general ability of humans. The ultimate cause of supernatural phenomenon is sought. Ex) Religion, Psychology Art Literature Psychology Mathematical Arts and Science Social Physics Economics Chemistry Addresses the problems that can be solved by human general ability. However, in this process, science is different from metaphysics or art in that it uses scientific methods. Music Other economic management Different from metaphysics or art in that it uses biochemistry.

5. 01. Understanding Marketing 1  Marketing as a Science Science, Social Science and Business Management 1.1 Science as a Marketing Science, Social Science and Business Administration. Objectives of the study: improve the welfare of mankind. Objectives of study: improve the welfare of mankind . Social Science. Describes and predicts social phenomena and improves the welfare of mankind.  Social Science: Explains and predicts social phenomena and improves the welfare of mankind.  Note - Science is the subject of research and not of value. Ex) It does not study ethical aspects of bakery high price policy. ex) Ethical aspects of bakery and high price policy. Management: Improving the productivity of the company. Management: Improving the productivity of the company The process of exchanging between the marketing producer and the consumer • Marketing: Exchange between the producer and the consumer Course 4

6. 01. Understanding Marketing 1  Marketing as a science What is the production activity of a company? 1.1 Marketing as a science. What is the production activity of a company? Traditional Perspective: All activities that create and profit from the production and sale of products and services.Types of products (automobile, computer, electronic products, etc.)  Intangible services (insurance, finance, information, Now, companies are interacting with consumers to create consumers. Now, companies are interacting with consumers to create consumers. Creating consumers by meeting the needs of existing consumers and discovering potential needs. Doing 5

7. Marketing and economics as a science Demand and supply in terms of demand and supply Demand D1 D2 D S1 S2 SS Supply S1 Demand in the aspect of SD marketing and supply Demand homogeneity Unequal Supply Supply Unequal Demand Demand Denial of homogeneity Demand for all consumers is not the same Demand changes according to the situation Consumers Negation of the homogeneity of supply All products are different Even if the same product is different according to the packaging Consumer Even if the demand is different depending on the situation, it is accepted differently depending on the packaging. Marketing provides a solution to the question of how to balance consumer satisfaction and corporate profit by balancing these demand and supply situation.

8. 01. Understanding Marketing 1 2 The Concept of Marketing The Development of Marketing Concepts 1.2 The Concept of Marketing The Development Steps of Marketing Concepts Production Concept nnnn Products that are Cheap and Easy to Buy Preference Demand> Supply Product Concept erer - DriveDriveerer - DriveDrive Best Quality Performance, Innovative Product Demand <Supply Demand <Supply Do not buy my product if left alone Producer-centered Selling Concept Marketing Concept CustomCustomCustomCustom Demand <Supply Demand <Supply Do not buy my product if you leave it alone Preference for products that provide greater value gp Social Marketing Concept Demand <Supply Product that contributes to society's overall profit Preference Consumer Focus Concept Start Focus Method Result Sales concept Factory (producer) Sales and promotion of existing products Making profit through increasing sales Marketing concept Market (Consumer) Consumer's desire Integrated marketing Consumer Creating profit through satisfaction 7

9. 01. Understanding Marketing 1 2 Concept of Marketing Scope of Marketing: Non-profit organizations and ... ... 1.2 The concept of marketing The scope of marketing: Non-profit organizations and ... ... Writers Agency Profit Organizations Raw Materials Suppliers Distributors Industrial Materials Marketing Subcontractors Consumer Goods Marketing Since the 1960s, US non-profit organizations have experienced costly increases and non-profit organizations. Background The need for nonprofit marketing has increased due to the closure of private universities, the reduction of hospital utilization, the reduction of church believers, and the decline in membership of nonprofit organizations such as the YMCA.

10. 01. Understanding Marketing 1 2 Concept of Marketing Definition of Marketing 1.2 Concept of Marketing Definition of Marketing. Marketing of American Marketing Association (AMA) (2007) Marketing is a client offering a client. Water marketing is the act, institution, and process of creating, communicating, communicating, and exchanging deliverables of value to customers, clients, partners, and society. Consumer value: (Quality, service, performance, image, etc.) Cost (monetary cost, time input, opportunity cost) Which One? What is the difference between the benefits obtained after purchasing and using the goods and the costs to be paid for purchasing the goods? What is a good way to meet consumer needs? Apple notebooks Samsung notebooks What is a good way to meet your needs? The best product? No! The cheapest item? No! The goods that offer the greatest value? Y! Providing more value than competitors 230 million won 190 million won Product offering the greatest value of 9 functions, design, and Apple? Yes!

11. 01. Understanding Marketing 1 2 Concept of Marketing Product 1.2 Concept of Marketing Corporate Consumer Satisfaction of Needs and Needs Survival and Growth Product Satisfaction of Needs and Desires Bio-growth \ Exchange M kt St exchange Market Structure Marketing Objectives: Increasing the productivity of the exchange process Achieving the goals of the company Satisfying the needs and desires of the consumers Seeking the profit of the companies Satisfying the desires of achieving the consumer satisfaction goals Satisfying the profit-seeking 10 Marketing

12. 01. Understanding Marketing 1 2 Concept of Marketing To increase the productivity of the exchange process ... 1.2 Concept of marketing To increase the productivity of the exchange process ... Deal-Oriented Consumer-Oriented Consumer-Deal Oriented Consumer-Oriented Consumer "One-night stand" "Buyer-seller marriages" Price Premium Word-of-mouth effect Why is it a relationship-oriented relationship?  Securing new consumers and reducing transaction costs. Retention of Existing Consumers  Lifetime Value of Consumer  Lifetime Value + Additional Revenue  Basic Revenue New Consumer Acquisition Cost  Lifetime Value of Visa  Repeat Purchase, Referral, Cross-Sell, Upselling 0 1 2 543 - Maintenance Costs 11 Economic Effects of Consumer Relations on Enterprises

13. 01. Understanding Marketing 1 2 The Concept of Marketing How to maintain good relationship with consumers? 1.2 Concept of marketing How to maintain good relationship with consumers? Trust: live a good life and show benevolence, ability. Credibility interdependence: beautiful redemption  interdependence: beautiful redemption.  Economic Redemption: Mileage Program Social Redemption: Harley Owners Group  Social Redemption: Harley Owners Group  Structured Redemption: Federal Express' Power ship Program 12

14. 01. Understanding Marketing 1 2 The Concept of Marketing Should all consumers make the same effort? 1.2 The Concept of Marketing Should all consumers make the same effort? Woori Bank's Consumer Composition Deposits and Loans Annual Average Balance Composition Profit Contribution Rate Over 100 Million Won 0 1% 12 9% 80/20 Law Consumer Composition Over 100 Million Won 0.1% 12.9% Over 40 Million Won - Less than 100 Million Won 0.4% 11.2 % 5 million or more - Less than 40 million won 6.5% 70.8% Less than 1 million won Top 20% of consumers generate 80% profit Less than 5 million won 93.0% 5.1% Total 100.0% 100.0% Low Group Ignore Lifetime Value Low Group High Group Consumer Transaction Type Relationship Type Low Order Per Consumer High Business Model of Dell Computer Order Low per Consumer High Type Individual, Small Business Large Enterprise, Government Consumer How to Contact Us Telephone / Online Phone / Online + Visit 13 Key competitors Gateway and other mail-order companies IBM, Compaq, HP, etc. Service level Low High.

15. 01. Understanding Marketing 1 2 The Concept of Marketing Should all consumers make the same effort? 1.2 The Concept of Marketing Should all consumers make the same effort? Evaluating Customer Value Supporting Dong Taewoong The transformation of the viewpoint of "Sookmyung" `Super Pareto's Law` Korea Economic Daily, February 15, 2010 Evaluating Customer Value 100 Homestead 70 Taewoong 40 Support 30 Seth 50 Sookeun Bank and brokerage firms focus on Gangnam VIP marketing in order to catch the asset management market. To increase overall sales and profitability.