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Business marketing vs. consumer marketing

admin — Sun, 07 Sep 2008 11:16:02 +0000

Although on the surface the differences between business and consumer marketing may seem obvious, there are more subtle distinctions between the two with substantial ramifications. Dwyer and Tanner (2006) note that business marketing generally entails shorter and more direct channels of distribution.

While consumer marketing is aimed at large demographic groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing. According to Hutt and Speh (2001), most business marketers commit only a small part of their promotional budgets to advertising, and that is usually through direct mail efforts and trade journals. While that advertising is limited, it often helps the business marketer set up successful sales calls.

Business marketing

admin — Sun, 27 Jul 2008 11:18:06 +0000

Business marketing is the practice of organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations. Also known as industrial marketing, business marketing is also called business-to-business marketing, or b-to-b marketing, for short.

How big is business marketing?

admin — Sat, 28 Jun 2008 02:14:17 +0000

Hutt and Speh (2001) note that “business marketers serve the largest market of all; the dollar volume of transactions in the industrial or business market significantly exceeds that of the ultimate consumer market.” For example, they note that companies such as GE, DuPont and IBM spend more than $60 million a day on purchases to support their operations.

Dwyer and Tanner (2006) say the purchases made by companies, government agencies and institutions “account for more than half of the economic activity in industrialized countries such as the United States, Canada and France.”

A 2003 study sponsored by the Business Marketing Association estimated that business-to-business marketers in the United States spend about $85 billion a year to promote their goods and services. The BMA study breaks that spending out as follows (figures are in billions of dollars):

Trade Shows/Events — $17.3
Internet/Electronic Media — $12.5
Promotion/Market Support — $10.9
Magazine Advertising — $10.8
Publicity/Public Relations — $10.5
Direct Mail — $9.4
Dealer/Distributor Materials — $5.2
Market Research — $3.8
Telemarketing — $2.4
Directories — $1.4
Other — $5.1

The fact that there is such a thing as the Business Marketing Association speaks to the size and credibility of the industry. BMA traces its origins to 1922 with the formation of the National Industrial Advertising Association. Today, BMA, headquartered in Chicago, boasts more than 2,000 members in 19 chapters across the country. Among its members are a new breed of marketing communications agencies that are largely or exclusively business-to-business-oriented.

Who is the business marketing customer?

admin — Wed, 11 Jun 2008 11:15:34 +0000

While “other businesses” might seem like the simple answer, Dwyer and Tanner (2006) say business customers fall into four broad categories: companies that consume products or services, government agencies, institutions and resellers.

The first category includes original equipment manufacturers, such as automakers, who buy gauges to put in their cars, and users, which are companies that purchase products for their own consumption. The second category, government agencies, is the biggest. In fact, the U.S. government is the biggest single purchaser of products and services in the country, spending more than $300 billion annually. But this category also includes state and local governments. The third category, institutions, includes schools, hospitals and nursing homes, churches and charities. Finally, resellers consist of wholesalers, brokers and industrial distributors.

Origins of business marketing

admin — Mon, 27 Aug 2007 11:16:31 +0000

In the broadest sense, the practice of one purveyor of goods doing trade with another is as old as commerce itself. As a niche in the field of marketing as we know it today, however, its history is more recent. In his introduction to Fundamentals of Business Marketing Research, J. David Lichtenthal, professor of marketing at the City University of New York’s Zicklin School of Business, notes that industrial marketing has been around since the mid-19th century, although the bulk of research on the discipline of business marketing has come about in the last 25 years. According to a study by SVM E-Business Solutions 45 percent of industrial manufacturers are using the Internet in their marketing.

Morris, Pitt and Honeycutt, 2001, point out that for many years business marketing took a back seat to consumer marketing, which entailed providers of goods or services selling directly to households through mass media and retail channels. This began to change in middle to late1970s. A variety of academic periodicals, such as the Journal of Business-to-Business Marketing and the Journal of Business & Industrial Marketing, now publish studies on the subject regularly, and professional conferences on business-to-business marketing are held every year. What’s more, business marketing courses are commonplace at many universities today. In fact, Dwyer and Tanner (2006) point out that more marketing majors begin their careers in business marketing today than in consumer marketing.

Expert Business Marketing Strategies Offered Free at New Top Marketing Blogs Page

admin — Fri, 27 Apr 2007 11:12:56 +0000

Business owners and entrepreneurs tired of paying through the nose for online information products from self-proclaimed gurus can now get priceless marketing strategies from true experts…free. Veteran sales and marketing consultant Charlie Cook has launched “Top Marketing Blogs,” a web page providing free access to cutting-edge strategies for marketers from experts currently working in the field

Old Greenwich, CT (PRWEB) February 26, 2007 — The holiday season is over, but marketing consultant Charlie Cook has one more gift for business owners who want to increase online profits. Charlie’s newly launched web page Top Marketing Blogs offers free anytime access to the best minds in online business marketing.

Top Marketing Blogs presents “the best marketing blogs and the best business blogs all in one place,” says Charlie. “It’s a perfect solution for people who don’t have the time to try to navigate the blogosphere trying to find the best of the best.” He believes, “The savings of time and money will appeal to every online professional.”

Charlie’s Marketing for Success website and the Top Marketing Blogs page were designed specifically to “help business people attract more clients and be more successful,” he says. Serious professionals can “bone up” on effective small business marketing strategies to learn the best ways to generate leads, increase conversion rates, and achieve maximum success with print and online advertising.

“Top Marketing Blogs is a no-hassle, no-cost way for online entrepreneurs to find out what the most influential business marketing experts are doing right now to increase their own sales and profits,” says Charlie with pride. There are no fees and no registration. Visitors are not even required to provide their contact information, although some do sign up to receive Charlie’s informative free marketing guide. How many?

“Over 31,000 people have downloaded my free marketing report and used it to instantly grow their business,” reports Charlie.

Blogs on The Four Pillars of Marketing and Advertising
Most blogs have a very narrow focus and are limited to a single aspect of marketing and sales. So a business owner needs to travel from site to site and blog to blog in order to cover all the bases. With more than 70 million blogs currently up and running, this can be a daunting task for even the most experienced surfer.

At the Top Marketing Blogs page, however, Charlie has created what he calls “an information superstore where everything is free.” Charlie new web page includes the top maketing blogs, the top web site marketing blogs, the top advertising and branding blogs, as well as blogs from top copywriters. Among the contributors are “power-hitters” Alex Mandossian, Joseph Jaffe, and Sam Decker.

Charlie is dedicated to expanding his blog page and is constantly looking for new experts with ideas he thinks people should know about. “Our newest blogger, Nellie Lide, came to my attention last year with a blog article she had written about shopping trends,” remarks Charlie. “I was so impressed with her treatment of the subject, that I invited her to write a guest column.”

For additional information, to access Charlie Cook’s free Top Business Marketing Blogs page and sign up to receive the free Marketing Guide, you may visit http://www.marketingforsuccess.com/topblogs.

About Charlie Cook and Marketing for Success
Charlie Cook is the chief guru of ideas at Marketing for Success, helping business owners and professional marketers attract more clients. Author of the best-selling business marketing guide Insider Secrets to 15-Second Marketing, Cook has provided business marketing and management consulting services to businesses of all sizes for more than two decades. Thousands of executives, managers and trainers have used his training manuals at hundreds of Fortune 500 companies including AT&T, Merck, Chevron, IBM and Boeing; as do marketing professionals, individuals and entrepreneurs nationwide.

Charlie is a frequent columnist for Sales and Service Excellence, Money n’ Profits and Home Business magazines. His articles and tips are seen frequently in dozens of business and marketing journals and magazines including Business Week online. A popular and articulate guest, Charlie has been interviewed on the radio and appeared on Entrepreneur Magazine’s Sales and Marketing radio show.

Powerful Business Marketing Ways To Keep Visitors At Your Web Site!

admin — Fri, 16 Feb 2007 12:03:16 +0000

The more time people spend at your web site, the more time you’ll have to persuade them to buy your product or service. here are some powerful ways to keep visitors at your web site longer. People will feel more comfortable purchasing your products if you give them a little information about yourself or business. The information could be your profile, employee profiles, overall business history, education credentials, awards you’ve won, etc. Then you will also win your business marketing.