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Write a 12 page essay on Business to business marketing.Client retention and client expansion should drive the center focus of the business as they strive to generate new commercial leads in a highly
Write a 12 page essay on Business to business marketing.
Client retention and client expansion should drive the center focus of the business as they strive to generate new commercial leads in a highly competitive market. A highly fragmented corporation can often lead to disarray in corporate structure even in a small business such as CCS. Peter and Sarah must leverage their small team to be more effective in driving business to CCS. CCS prides itself on its ability to deliver on customer client’s expectations, and still must compete aggressively against locally based companies. Business to business relationships differ much greater than traditional business to customer relationships in that much more time and effort must be emphasized on the client to ensure greater customer satisfaction and retention. Businesses to business sales often generate greater revenues per client than the traditional B2C sale, and therefore require a more focused marketing approach and contract close. Peter and Sarah must evaluate the products they offer, their media services, advertising, managerial services, prices, market location, promotions, customer relationships, and current economic client in which they are operating. It is a unique characteristic of the IMP approach to place emphasis on the in-depth description and efforts to understand the underlying processes underneath the interaction between organizations and networks. This process specifically focuses on the rational approach and strategy behind business-to-business networks. Peter and Sarah must strategically rationalize and position their marketing and communication skills to attract new business. (Baraldi, strategy thinking and the IMP approach) There are three distinct areas of account management that CCS must take into consideration. The first is the salesperson’s role in long-term relationships. Secondly, a more specialized area is the key management of the account. Thirdly, they must consider Global Account Management. In order to generate new business Peter and Sarah must expand far beyond attracting business in Barnet, North London. The Global Account Management approach will force them to understand cross-cultural issues, managing logistics competencies, and the management of complex internal and external networks. (Holt, Sue p. 2 Managing Global Networks). The Key Account Management roles that they must take into consideration will be to not only act as a relationship builder, but also as the negotiator, consultant, interpreter of customer values/needs, and also as a an advocate/friend. This Key Account manager should be comprised of not only Peter and Sarah but of their sales force team as well. The overall business goals should be consistent with the firms’ overall growth objectives. Some of the competencies they should emphasize are building global team leadership, and management skills. business and financial acumen. strategic vision and planning capabilities. cultural empathy. selling skills (internal and external). industry and market knowledge. and product service knowledge. (Holt, Sue p. 3 Managing Global Networks). Peter and Sarah must look at the buyer-seller interface as one extensive network, comprised of several different individuals at different levels and functional areas. They must develop relationships while keeping in mind that there are gatekeepers, influencers, specialists, sales reps and ultimately decision makers.
