Business to Business

Marketing
MMS (IV Sem)

Lecture 2
Types of Business customers
Classification of Industrial Products / Services
Classification of Industrial Products / Services
Classification of Industrial Products / Services
Classification of Industrial Products / Services
 कन्या वरयते रूपं माता वित्तं पिता श्रुतम्‌।
बान्धवाः कु लमिच्छन्ति मिष्टान्नम् इतरेजनाः॥–
नैषधीयचरितम्

[In context of marriage] The bride looks for looks in a groom, her
mother for wealth, father for learning, relatives look for a good
background and the guests only for food.
Marketing implications for customers types
Materials and Parts
• For large OEM users, Direct selling from Seller to Buyer organization
• For smaller volumes
• Standard RM – through Industrial dealers / distributors
• Custom RM – Techno-commercial team from Buyer & Seller organisations
• Quality, Production, R&D, Marketing, Accounts, Finance
• Factors
• Product quality and performance
• Delivery dependability
• Price
• Payment terms
• Customer Service
• Customer rapport
Marketing implications for customers types
For Capital items:
• Personal selling
• extensive interactions – involving top management
• Negotiations
• Price
• RoI
• Credit terms
• Specs
• Delivery period, terms
• Installation time, terms
• Third party certification
Marketing implications for customers types
For Supplies:
• Personal selling for large volumes
• Dealers / Distributors for small volumes / diverse geographies
• Factors:
• Dependable delivery
• Price
• Quality
• Locational convenience