Lisä materiaali Flashcards
1
Q
B2B marketing components 4
A
- Market selection: Strategic choices over how to serve specific target markets
- Pricing: The same product may be worth considerably more to some segments, emphasis on usecase
- Distribution: Many b2b marketers develop multichannel distribution systems which take time to develop.
- Communication: How the firm comunicates to other businesses
2
Q
B2B Strategy components 3
A
- Objectives: Usually relate to tuotto, markkina tai roi
- Scope: In what space will firm plans to operate ( dimensions like segment )
- Advantage: What firm does differently or better ( value proposition )
3
Q
Managing markets: markets selection - move to right affects these elements 5
A
- Palvellut markkinat
- Yrityksen kyvykkyydet/osaaminen
- Tarjoomaportfolio
- Kumppanit
- Kilpailijat
4
Q
Functional OBC participants 5
A
- Engineering
- Manufacturing
- Marketing
- General management
- Purchasing
5
Q
Categories of benefits (typology) 4
A
- Economic tangible - comparing with alternatives
- Economic intangible - something to show to offset customer risk
- Non economictangible - focus on building reputation and brand
- Noneconomic intangible - Not viable option for customer acq
6
Q
Roles and responsibilities 3
A
- Product managers: focus on making plans and monitoring budgets and programs
- Sales reprensentatives: represents theirs company and its capabilities to the customer
- Customerservice: responsible for providing both pre-sale and post-sale support
7
Q
market research and information systems - integration of marketing benchmarks and metrics 4
A
- Benchmarking the existing sales and marketing process
- Establishing gaps between the benchmarks and company goals
- Developing required capabilities to close gaps
- Engineering, executing and measuring and adjusting the new model
