Asst. Professor, Sinhgad School of Business Studies, Narhe, Pune
Online published on 31 May, 2014.
Companies that are doing affairs in business-to –business fields has to adapt marketing mix variables in order to succeed. Trying to build a long term relationship with the client, companies acting in this area are using specific characteristics for the 4 ‘p’.
Product is more a solution defines as a precise response to the client need.
Price becomes an important variable when brands are technologically equal.
Promotion differs from a client to another & has the best results when the characteristics of the client are well known.
Placement in B2B & B2C area, distribution is mostly done direct or through mediator. In B2B area, adopting the marketing mix to the characteristics of the field has the decisive role to create long term partnership with companies clients & in fact, creating the favorable field for suitable development.
Personalized selling process, one-to-one approach, B2B marketing mix
