Business marketing is different in the following ways:Buyer and seller relationshipIn consumer markets, there are a few industries where close personal relationships exists between buyers and sellers. Perhaps in those instances where personal selling is the most important element of the marketing mix and where customer service is also important, relationships between buyer and seller may exist. These situations however are rare.In business marketing, situations where strong personal and business relationships grow between buyer and seller are not as rare. The strategic importance of many purchases is too great for companies to always shop around when making a purchase; they need to m ...view middle of the document...
In situations where industrial distributors are used, there are still fewer steps between the consumer and manufacturer.Shorter channels contribute to the closer relationship between manufacturer and buyer. Buyers can have more direct input into the product planning process. Direct relationships between various functional areas within both companies can result; for example, the accounts payable department of the buyer may talk directly with the billing department of the seller if problem arise.Emphasis on Personal SellingStronger relationships and shorter channels are two reasons why there is a greater emphasis on personal selling in business marketing. Direct communication between buyer and seller; also increase the need for strong personal selling, because someone is needed to coordinate that communication. Salespeople are the members of the organization responsible for coordinating their company's effort at satisfying their customers. That responsibility is greater when the organization is concern about creating and maintaining partnership with its customers.Complex buying procedures involving many members of the buying organization also require personal selling. Only through personally getting to know each individual and coordinating the sales-purchase process can a business be successful. Multiple personal relationships can strengthen organizational relationships, and these relationships are the responsibility of the salesperson.A customers' size and a direct channel also influence business marketing by increasing the importance of negotiation. Large orders sold directly by the manufacturer to the user or OEM (original equipment manufacturer) buyer increase the likelihood because changes can be made t the product and price. There is a greater flexibility in the seller offering, increasing the potential for negotiating the final deal and adding to the importance of personal selling.Greater web integration (company website)One unique aspect of business marketing is how the Web is used. The Web becomes the backbone of a supplier/customer communication network that enables customers to track shipment information, order products at prices and terms agreed to by the salesperson and buyer, and access other account information that he...
