Chapter 4 - Business-to-Business Marketing Lecture 3a...

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Unformatted text preview: Business-to-Business Marketing Lecture 3a Business-to-Business Marketing Strategy Strategy Strategy concerns policies and decisions that have a major effect on the performance of the firm − Involve significant resource commitment − Are not easily reversible It can be sub-divided into: − corporate strategy, concerning the overall strategic design of a corporation comprising multiple business units and − business unit strategy, concerning the competitive strategies of individual businesses ( Strategic Business Unites – SBUs) Marketing strategies are devised and implemented at the business unit level ( Strategic Marketing Management ) Lecture 3a: B2B Marketing Strategy Caterpillar Vision: Be a global leader in customer value Caterpillar will be the leader in providing the best value in machines, engines and support services for customers dedicated to building the world's infrastructure and developing and transporting its resources. We provide the best value to customers . • Caterpillar people will increase shareholder value by aggressively pursuing growth and profit opportunities that leverage our engineering, manufacturing, distribution, information management and financial services expertise. We grow profitably . • Caterpillar will provide its worldwide workforce with an environment that stimulates diversity, innovation, teamwork, continuous learning and improvement and rewards individual performance. We develop and reward people . • Caterpillar is dedicated to improving the quality of life while sustaining the quality of our earth. We encourage social responsibility . ( Source : www.cat.com) Lecture 3a: B2B Marketing Strategy The overall aim of business strategy in profit-seeking firms is to increase long-term shareholder value through marketing transactions (relationship development) The key contribution that marketing strategy in B2B firms should make is to understand, analyze and deliver customer value Customer value is defined as the trade-off between what a customer has to give up and what the customer receives in a business transaction or relationship. Lecture 3a: B2B Marketing Strategy Related value concepts Shareholder value Customer value Supplier value Relationship value Stakeholder value etc. Lecture 3a: B2B Marketing Strategy Customer value give ( sacrifice ) - get ( benefit ) basis sourcing from an economics background − “ Perceived customer value is the customer’s overall assessment of the utility of a product based on perceptions of what is received and what is given … value represents a trade-off...
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This note was uploaded on 05/12/2011 for the course MARKETING 222 taught by Professor Antonios during the Spring '11 term at Aarhus Universitet.

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Chapter 4 - Business-to-Business Marketing Lecture 3a...

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