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Essay / Research Paper Abstract
This 6-page paper compares marketing mixes between an industrial, business-to-business concern with that of a consumer goods product company. Issues concern differences in pricing, research, promotion and distribution, as well as testing. Bibliography lists 5 sources.
Page Count:
6 pages (~225 words per page)
File: D0_MTmardif.rtf
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Unformatted sample text from the term paper:
service to fit that need, then selling. Beyond that however, are there differences between marketing mixes used for business-to-business firms versus business-to-consumer
firms? The answers to the following questions will help us find out. How would the marketing mix differ for a medium-sized company manufacturing industrial equipment to order as opposed to
a large multi-product/multi-channel manufacturer? Throughout this paper, well be touching on such differences, only to come to the conclusion that there are
such vast differences when it comes to marketing mixes of industrial business-to-business firms versus consumer products firms. But first, well do an overview on the topic.
To hear some experts talk about this issue, there isnt a whole lot of difference, especially when it comes to brand identification (Weeks, 2001). John Weeks,
for example, notes that when it comes to business-to-business marketing and focus on a marketing mix, much of the spend and effort is spent only on the potential customers workplace,
while ignoring the idea that the potential customer does not necessarily spend his/her time at the desk (Weeks, 2001). Instead, Weeks suggests, such businesses can take advantage of a variety
of cost-effective channels to target prospects outside their place of business (Weeks, 2001). Furthermore, some business-to-business marketers have actually expanded their marketing
mix list. In addition to the 4 Ps of product, price, promotion and placement (distribution) that classifies marketing efforts in so many business-to-consumer firms, service/industrial marketers have expanded this mix
to include people, physical evidence (also known as ambience) and process (Simkin, 2000). B2B marketers also point out that service characteristics tend to mean fewer opportunities for creating an advantage
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