...INTRODUCTION The idea or concept of Business to Business (B2B) marketing has existed for centuries but for a long time it had been ignored and remained in the shadows of the more traditional Business to Consumer (B2C) marketing (Pitt & Honeycutt, 2001). It is over the last two decades has more light been shone on this important phenomenon- where businesses trade with other businesses, governments and Institutions . It is essential to first and foremost understand that B2B marketing cannot exist in isolation, the existence of B2B and B2C markets are in many ways dependent on each other for its survival and growth, a single demand for a B2C product such as a car gives rise to millions of B2B market demands such as aluminum, leather, steering systems, engines, etc (derived demand). Furthermore a failure in one market will have significant detrimental impact on the other. This essay however aims to identify the differences that exist between the two markets and how multinationals such as Hewlett-Packard (HP) implement separate marketing strategies based on the distinctions that exist within the market and their consumers. PRODUCT DIFFERENCE (standardized vs. complex) Hewlett Packard (HP), famous for its laptops, desktops and printers and storage devices sells its products in both markets. The B2C market it operates is more standardized and less complex that its B2B counterpart. Large groups of individual customers exist whose specifications for the products are more or less...
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...B2B vs. B2C For more than a decade usage of the Internet has increased exponentially changing the way companies interact with their customers. According to Ralph Oliva (2007, p.1), “Forecasters expect domestic B2B purchases will continue to total trillions of dollars annually.” He goes on to say that in 2004, “domestic B2B online sales totaled $2.7 trillion” while online retail sales in 2004 reached $184 billion. This increase has opened up new opportunities and challenges for marketing to these customers electronically. Because business customers and individual customers react differently to marketing, strategies and tactics used to reach one segment may differ from those used to reach the other. This paper will first look at how the business customer and retail customer are different, then delve into the differences between B2B and B2C marketing. Relationship Differences One important aspect of marketing is to build good relationships with customers. “In B2B or business to business this requires a commitment of time and good customer service prior to ever making that first sale.” (Warholic, 2007, p.1). One of the differentiating factors between B2B and B2C sales is the B2B sales process takes longer because business customers require more communication and product details. Business customers are not apt to purchase during the first contact with a vendor. Usually the sale, especially the first one, takes multiple contacts creating a bonding relationship. Business...
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...2008, Hubspot was a highly growing start-up in the inbound marketing sector; it had a very competitive product and ~1,000 customers. The goal of Halligan and Shah, founders of HubSpot, was both to accelerate the Hubspot’s growth rate and increase its overall profitability in the following months. However, in order to do so, the company faced various issues that needed to be addressed. 1.Develop clear customer segmentation. HubSpot did not segment the market based on real customer needs, it “divided” the market using mainly demographic variables (# employees) and customer profile into Owner Ollies and Marketing Marys. 2.Target specific most promising/high-value customer segments considering attractiveness and company strengths. HubSpot did not target a specific type of customer; instead it was investing its resources in capturing customers of the two profiles determined, not considering which customers were more valuable for the company (CLV). 3.Develop a customized value proposition for the selected segments that accelerates growth and maximizes CLV. Hubspot started to differentiate Owner Ollies and Marketing Mary’s value proposition through price and features (4Ps) however more customization was required. After thorough analysis if the company’s current situation (3C’s), possible for customer segmentations, targeting and positioning strategies and assessment of CLV, I believe HubSpot has an opportunity to both accelerate its growth rate to achieve its growth targets...
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... MARKETING PLAN Cassius Matthis Principles of Marketing | MKT230 BLC | AN150326.0429.5W April 27, 2015 Russell Corpron The Waters Bottling Company 2015 Marketing Plan TABLE OF CONTENT Section 1 – The Environment * Introduction to Marketing * The Marketing Mix * The Marketing Environment * Marketing and its relationship with other functional areas of business * Strategic Marketing * Planning Process * Strategy * Organizational Levels * Goals and Objectives * Planning Gap * Ethics in Marketing Section 2 – Market Research & Targeting * Market Research * Research Methods & Data Mining * Market Research Process * Consumer Behavior * B2C vs. B2B * Consumer Decision Making Process * Factors Affecting B2C and B2B consumer behavior * Market Segmentation * Market Segmentation Concepts * Segmentation Process * Segmentation Strategies * Target Marketing Section 3 – Product & Price * The Product * Product Levels: Core, Actual, & Augmented (Packaging) * Product Life Cycle * BCG Model * Services Marketing * Price Determination...
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...HubSpot: Inbound Marketing and Web 2.0 Contents Introduction 3 HubSpot Background 4 Inbound vs. Outbound Marketing 4 Product & Pricing 6 Marketplace & Competition 10 Marketing Strategies 14 Customers & Segmentation 16 SWOT Analysis 22 CRM Implications 23 Problem Statement 25 Appendix A – Exhibits 27 References 30 Introduction HubSpot founders, Brian Halligan and Dharmesh Shah, were selling more than software—they were selling a philosophy. They believed that Web 2.0 was a game changing technology that could be leveraged to fundamentally change the way marketers attracted customers. At the same time, typical push marketing techniques were becoming ineffective. Greg Stuart, x-CEO of Interactive advertising bureau, estimates that advertisers spend roughly $112 billion (just over half of total spending in 2006) on sending messages that reach the wrong audience or none at all (Anonymous, 2006). HubSpot designed their products to fill and manage the customer funnel using techniques termed Inbound Marketing. Using the same techniques and products they were selling, HubSpot was able to attract 1,000 customers in a little over a year which showed that their philosophy was sound. In fact, their philosophy was “sold” even before they had a single customer because they were able to raise $17M in venture capital. They attracted a diverse group of customers using the inherent characteristics of inbound marketing techniques. However...
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...Management 22 (International Business and Cross-Cultural Management) Jan Ray O. Macanas 3rd Year BSBA FM The Importance of Investment in an Emerging Country Developing countries, also known as emerging markets, are becoming the driver of global growth. It is expected to grow two to three times faster than developed countries like the US according to the International Monetary Fund. And because of the growth many investors are being pulled in to invest to some emerging markets. This growth is very important among investors because it simply enables them to foresee the future of their investment. (Forbes. “What Makes Emerging Markets Great Invesment?”.www.Forbes.com.) China has become a leading foreign investor among all emerging countries, According to the main stream of international business literature on the topic of multinationals from emerging countries, there are generally five motivations for multinationals to invest abroad; they seek resources, technology, markets, diversification, and strategic asset. A careful analysis of the data and the investment by Chinese multinationals indicates the similar motivations provided by China. Chinese government has, to a great extent, played a crucial role in shaping the structure of the country's outward investment; this is consistent that China's FDI has been part of the government's development scenario. Since the 1980s, the government has required the overseas subsidiaries to achieve one of the four goals--introduction...
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...of the extended marketing mix & its usage in different context Second assignment issued by Fatima Bagherian Daniel Pisch Business E2020 (evening) 12.11.2015 1 Contents Foreword…………………………………………………………...............3 Methodology………………………………………………………………….4 Referencing..………………………………………………………………5-6 Task 1 - question 1.……………….……………………………………….7 Question 2………….……………….…………………………………….....8 Question 3…………………………………………………………………….9 Question 4…………………………………………………………………..10 Question 5…………………………………………………………………..11 Task 2 – question 1………………………………………………....12-13 Question 2…………………………………………………………………..14 Question 3…………………………………………………………………..15 2 Foreword This assignment has been commissioned by Fatima Bagherian. In order to do this assignment student must study the Unit 4 marketing principles. The goal of this assignment is that the student is able to: Explain how products are developed to sustain competitive advantage Explain how distribution is arranged to provide customer convenience Explain how prices are set to reflect an organization’s objectives and market conditions Illustrate how promotional activity is integrated to achieve marketing objectives Analyse the additional elements of the extended marketing mix Plan marketing mixes for two different segments in consumer markets Illustrate differences in marketing products and services to businesses rather than consumers Show how and why international marketing differs from domestic...
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...Profession * What is your reason for taking this course? * How can a course in marketing help you with your objectives? * Think of any two instances from your life when you did some kind of marketing. * Do you think that having a formal education in marketing would have made you react differently in those situations? Take note of your reply to this question and compare it with your views after you have completed the course. MKT 230 Week 1 Discussion 2 Assignment 2 Identify Product & Marketing Mix 1. Select/ identify a major consumer product and the company that makes it. Provide a brief history of them both. (Select an existing publicly owned company. View the link Public Companies for a comprehensive list of publicly traded companies.) 2. Identify/ create/ build a Marketing Mix for this product as it is today. 3. Discuss any potential ethical or social responsible issues that could arise from the marketing of this product. Your post should be written about the marketing activities of a well-known consumer product, not services (like insurance, storage, or banking), not automobiles/ jets or any other industrial product. Select a well-known consumer company/product that comes in a box/ bottle/ can/ etc. (like Corn Flakes, M&M, Hershey Kisses, Welch's Grape Jelly) to demonstrate the marketing concepts we will study. You will usually find a great deal of marketing/ business information...
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...Social Media Marketing The New Age of Business Name: Dipali Patel Student Number: 300814137 Professor’s Name: Nadira Singh Course Name: Business Culture & Craft Course Code: BUSN 733 Date Submitted: 11/18/2015 Executive Summary Social Media Marketing is the best opportunities available today to connect with prospective consumers. Social media marketing is the new mantra for current businesses to socialize. Marketers are focusing on different social media opportunities and taking new social initiatives more than ever before. Now days, business cannot afford to have no presence on the social channels, all business small to large uses Social Media Marketing for their marketing activities. In the current business practices, many companies and marketers are not using social media marketing effectively. Marketers are using selected social media platforms and staying not interested for other available many different social media platforms. In addition, many marketers present avoiding attitude towards new social network. Many marketers are not spending proper time the social media marketing. To stay in the competitive marketplace and grow the business, marketers should Increase their use of Social media marketing and use different possible social media platforms for the marketing activities. Companies and marketers have to adopt new social media networks to grow their connections and should spend more and more time on...
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...Nurrific Water Bottling Company Tamikia Washington Argosy University Table of Contents Introduction to Marketing 6 MARKETING 6 The Marketing Mix 6 PRICE 6 PRODUCT 7 PLACE 7 PROMOTION 7 The Marketing Environment 7 Marketing and its relationship with other functional areas of business 8 RESEARCH AND DEVELOPMENT 8 Human Resource 8 Customer service 9 Planning 9 Goals and Objectives 9 Planning Gap 9 Ethics in Marketing 10 Market Research 10 Research methods & Data Mining 10 Market Research Process 11 Consumer Behavior 11 B2C vs. B2B 11 Marketing to B2B 11 Marketing to B2C 11 Consumer Decision Making Process 12 Factors Affecting B2C and B2B consumer behavior 12 Market Segmentation 12 Market Segmentation Concepts 12 Behavioral 12 Demographic 12 Geographic 12 PRODUCT 13 o Core product 13 o Actual product 13 o Augmented product 13 Product life cycle 13 o Introduction Stage 13 o Growth Stage 13 o Maturity Stage 13 o Decline Stage 14 BSC model 14 Services Marketing 14 Price determination and Pricing Strategies 14 Supply 14 Demand 15 Competition 15 Objectives and Strategies 15 o Price skimming 15 o Price penetration 15 Distribution channel 16 Logistical arm 16 Marketing arm 17 Length and width 17 Direct and indirect 17 o Direct channels 17 o Indirect channel 17 Verbal & Horizontal channel conflict 17 Verbal channel 17 Horizontal...
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...and size of the organization. As a company’s needs change, its business managers may be required to take on additional responsibilities. The wide range of business skills needed in this profession can be acquired through a bachelor’s degree in business administration program with a specialization in management. Job Outlook for Business Managers The U.S. Bureau of Labor Statistics (BLS) reports that employment of general and operations managers is expected to remain steady in coming years. The number of job openings in any given field will depend on the overall growth within that industry, so the best opportunities will likely be in high-growth fields such as healthcare and information technology. The prestige and high pay of business manager jobs often results in strong competition. Professionals with advanced education and relevant experience should enjoy the best opportunities. Request More Info About This Career Job Duties Business managers assist companies in reaching goals and objectives related to sales, productivity, profitability and industry penetration, among other areas. While some business managers supervise a single department, others may direct the overall operations of privately owned businesses, publicly held corporations and non-profit institutions in a broad range of industries. Responsibilities may include supervising staff, analyzing data, planning operations and making crucial business decisions. In smaller firms, business managers may be responsible for...
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...Company Profile: The Levant Sweater LTD is a sweater manufacturing company. This company is a professional apparel manufacturer. We are engaged in all kinds of garment, such as men’s sweater, women’s sweater, children’s sweater etc. With the advanced technologies, rich management experience, exquisite production process and unique, creative design thoughts, our products enjoys good reputations both at home and abroad. All the products we provide are professionally designed and skillfully manufactured. We also accept customized orders to meet your specific requirements. If anyone interested in any of our series of products, or need any related items, please contact us with details of your specific orders. We warmly welcome domestic and foreign friends to cooperate with us based on mutual benefits. The Levant Sweat LTD has strongly believed in some truths which are: 1. Trustworthiness 2. Clear Dealings 3. Always Customers first 4. Quality 5. On time 6. Honesty, and 7. Eternal Relationship. The Levant Sweater LTD clearly follows the terms and condition of Bangladesh Government. The entire act and laws posted by the Government been strongly followed in our terms and condition of company. An agreement to this effect was signed between the Bangladesh Export Processing Zones Authority (BEPZA) and The Levant Sweater Ltd. Basic Information | | Company Name | The Levant Sweater LTD | Business type | Manufacturing | Product/Service...
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... NAME: SHARON HUTCHINSON MODULE#: 01- MARKETING (G) NUMBER: RDIHCBF002G DATE SUBMITTED: 30/10/2009 TUTOR: MS. PAULA REILLY TABLE OF CONTENT 1. Introduction 3 2. Concepts and Process of Marketing a. Alternative definitions of Marketing 4 b. Main characteristics of a Marketing Oriented Organization 4 –5 c. Selling Concept with Marketing Concept which describe McDonalds 6 d. Benefits of implementing a Marketing Approach to McDonalds 6 – 7 3. Segmentation, Targeting and Positioning a. Two Marco and one Micro to marketing undertaking by McDonalds 7 – 8 b. What is Segmentation and Three criteria for McDonalds 8 c. The Target Market of McDonalds 8 - 9 d. What is buyer Behavior and benefit to McDonalds 9 4. Marketing Mix a. Analyses how McDonalds gain competitive advantage through 9 -10 their products b. Distribution Strategy used by McDonalds 10 c. Explain how prices set by McDonalds reflect their objectives and 10 - 11 marketing condition d. Methods McDonalds used to promote their products/services and how 11 effective they are. 5. Marketing Segments and Contexts a. Choose one McDonalds product and devices two marketing mixes 12 for the product b. Difference between marketing to organization rather than consumers 12 - 13 c. Explain how and why International Marketing differs from 14 - 15 Domestic Marketing for McDonalds 6. Bibliography and References...
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...encompass a wider range of technologies such as e-mail as well. The purpose of this case is to relate E-commerce with consumer behaviour and see how the elements of consumer behaviour link up with e-commerce how companies are using consumer behaviour to expand their online market. Also the paper discusses how e-commerce company’s strategies are related and dependent on consumer behaviour. Types of E-Commerce E-commerce can be divided in to three major categories: 1. B2B 2. B2C 3. C2C B2B e-commerce is business carried out over the internet between two businesses. For example businesses may sell to other businesses by means of their website. B2C e-commerce is selling of products and services over the internet to consumers. The difference between B2B and B2C is that B2B customers are other companies whereas B2C customers are individuals. The third category of e-commerce is consumer to consumer commerce. Here two individuals use the internet as a means to buy and sell products. This paper focuses on B2C and C2C e-commerce where individuals are the consumers. History and Development of the Online Market E-commerce became possible in 1991 when the internet was opened to the public. E-commerce has many advantages over "brick and...
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...9-509-049 REV: JANUARY 24, 2011 THOMAS STEENBURGH JILL AVERY NASEEM DAHOD HubSpot: Inbound Marketing and Web 2.0 None of [the old rules of marketing] are true anymore. The Web has transformed the rules, and you must transform your marketing to make the most of the Web-enabled marketplace of ideas. — David Meerman Scott, author of The New Rules of Marketing and PR Business was good at HubSpot. Founders Brian Halligan and Dharmesh Shah were thrilled with the progress their young company had made in the two years since they began their journey to convince corporate America that the rules of marketing had changed. To be successful in the marketplace, HubSpot needed to be much more than just a software company. Its founders had to become evangelists, preaching a new way of doing business that would fundamentally change how marketers reached their customers. To their great pleasure, Halligan and Shah were finding a willing audience for their ideas. HubSpot was now considered a thought leader in the Web 2.0 space, coining the term “inbound marketing” to describe marketing strategies and practices that pulled prospective customers toward a business and its products, through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Halligan and Shah realized that their business was at a crucial juncture. They had just reached the noteworthy milestone of 1,000 customers, attaining this level of critical mass by practicing...
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