BUSINESS TO

BUSINESS
MARKETING
BY PROF.SANDYA JADHAV
LPU BATCH 2021
 TOPIC OUTCOME PEDAGOGY
- Buyer Seller relationship in B2B market Understanding importance of
SESSION 2 - Segementation of B2B market segmentation and how to build PPT, CASE STUDY &
- Forecasting demand in B2B market better buyer seller relationships DISCUSSION
BUSINESS MARKETING IS BUILT
UPON EFFECTIVE
RELATIONSHIP MANAGEMENT
WHAT IS Relationship marketing centers on all activities directed toward
RELATIONSHIP establishing, developing, and maintaining successful exchanges
with customers and other constituents.
MARKETING?
RELATIONSHIP https://www.youtube.com/watch?v=x0MyTasxvp4
MARKETING
TYPES OF
RELATIONSHI
PS
 – At the internal level, businesses try to encourage and seek to
incorporate different forms of collaboration in the workplace to
lay the foundations for teams to be able to work together with an
WHY aim to achieve higher levels of success.
– Externally, businesses look to engage in collaborative actions to
COLLABORAT benefit from others’ expertise, to gather the opinions of their
ION MATTERS customer base and to get customers and other stakeholders more
involved in the development of products and services.
(SOURCE:EXOPLATFORM)
INTERNAL – INTERNAL : involves individuals within the same team or company
working together on a project to achieve certain business
AND objectives.

EXTERNAL – EXTERNAL : on the other hand, refers to the exchange and

sharing of knowledge and expertise outside the company walls,
COLLABORAT with the aim to develop new product ideas, speed up the time to
market for a product, build brand awareness and
ION more.(SOURCE:EXOPLATFORM)
TYPES OF
https://www.youtube.com/watch?v=tJlJJhPJHs0
COLLABORATION
 Customer relationship management (CRM) is a cross-functional
process for achieving:

CUSTOMER – A continuing dialogue with customers

– Across all their contact and access points, with Personalized
RELATIONSHIP treatment of the most valuable customers
MANAGEMENT – To ensure customer retention and the effectiveness of marketing
initiatives.
 – To develop responsive and profitable customer strategies, special
attention must be given to five areas:
WHAT IS (1) acquiring the right customers
NEEDED FOR (2) crafting the right value proposition
A GOOD (3) instituting the best processes
CUSTOMER (4) motivating employees
STRATEGY? (5) learning to retain customers
CRM
EXAMPLE
CRM – https://www.youtube.com/watch?v=6phsw8hLeeE
CRM
SOFTWARE https://www.youtube.com/watch?v=SlhESAKF1Tk

EXAMPLE
CRM COCA- – https://www.youtube.com/watch?v=CIkKCZfrnfI

COLA
 – RELATIONSHIP QUALITY – COMMITMENT AND TRUST
WHAT DRIVES – RELATIONSHIP BREADTH – NO OF TIES WITH A FIRM
RELATIONSHIP – RELATIONSHIP COMPOSITION – DECISION MAKING
CAPABILITY OF CONTACTS
MARKETING – RELATIONSHIP STRENGTH – ABILITY TO WITHSTAND
EFFECTIVENESS? CONFLICTS/STRESS
SEGMENTING
THE
BUSINESS
MARKET AND
ESTIMATING
SEGMENT
DEMAND
A strategist at Hewlett-Packard notes:
Knowing customers’ needs is not enough….
We need to know what new products,
features, and services will surprise and
delight them. We need to understand their
world so well that we can bring new
technology to problems that customers may
not yet truly realise they have
 “a group of present or potential customers with some common
WHAT IS A characteristic which is relevant in explaining (and predicting) their
response to a supplier’s marketing stimuli.”
MARKET
SEGMENT?
CRITERIA FOR
EVALUTING A – MEASURABILITY
DESIRABLE – ACCESSIBILITY

PROFITABLE – SUBSTANTIALITY
– RESPONSIVENESS
MARKET
SEGMENT
BASIS FOR – MACRO SEGMENTATION
SEGMENTING – MICRO SEGMENTATION
MARKET
RELATIONSHIP – SOCIAL RM PROGRAMS
MANAGEMENT – STRUCTURAL RM PROGRAMS

PROGRAMS – FINANCIAL RM PROGRAMS

OTHER
SEGMENTS