Fundamentals of Marketing B2B

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Course Overview

The business to business sector creates a number of unique challenges to marketers in a marketplace that invariably trends towards commoditisation. Business to business organisations are increasingly recognising the importance of marketing's role and contribution as a critical discipline to help them achieve their performance targets. This requires marketing skills and knowledge that combine marketing strategy and tactics to successfully develop and deliver differentiated product, service and solution value propositions.

This workshop will provide you with a knowledge and understanding of key business-to-business (B2B) marketing principles and processes. The workshop outlines how these principles can be applied and how they can contribute to your organisation's performance and competitiveness. Case studies are provided and discussed highlighting best practice in the field of B2B marketing.

Audience

You should attend this workshop if you have direct responsibility for, or involvement in, the marketing of products and services to businesses. It will appeal to both experienced B2B marketers and those newly appointed to the marketing function. It will also help those within other functions to contribute to marketing strategy. Directors and managers of smaller firms will gain an insight into the value of B2B marketing principles for their situation.

Skills Gained

Benefits for your organisation:

Your employees will gain a practical understanding of what B2B marketing is, identify current best practice and look at the main techniques, tools and concepts that can be used to improve organisation growth, profitability and marketing effectiveness.

Benefits for you as an individual:

You will understand the essential differences between B2B and business-to-consumer (B2C) marketing. By identifying current best practice in the field of B2B marketing you will be able to contribute more effectively to the marketing process within your organisation. This workshop will give you a foundation of B2B marketing principles that can be applied in your workplace

You will learn how to:

• Apply the basic concepts and principles of B2B marketing
• Segment your customers and position your organisation in the marketplace
• Understand your markets and customers
• Manage customer relationship management
• Build a value proposition
• Understand product, service and channel management
• Develop an integrated marketing mix
• Identify current developments in B2B marketing
• Understand the relationship between marketing and sales
• Contribute more effectively to the marketing activities of your organisation

Course Outline

Understanding the business market

• B2B vs B2C market
• Marketing Orientation
• Knowing your market

Defining the value proposition

• Market segmentation, targeting and positioning
• Product and service marketing
• Delivering value added solutions

Managing business relationships

• Development of buyer seller relationships
• Understanding the network of relationships
• Customers relationship management

Marketing strategy and planning

• Pricing
• Marketing communications
• Distribution
• Marketing planning

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