JoVE Logo

Entrar

15.22 : Marketing Implications for Different Customers and Product Types

Companies use strategies tailored to the specific needs of other businesses, distinct from consumer marketing. They focus on market segmentation to categorize customers based on industry needs and operational requirements, allowing for targeted marketing efforts in business-to-business (B2B) marketing.

For small to medium enterprises (SMEs), marketing should highlight cost-effectiveness, flexibility, and scalability, such as offering software subscriptions that grow with their needs. For large enterprises, focus on reliability, long-term partnerships, and customization with personalized marketing that shows product integration with their systems.

For government and public sector clients, emphasize compliance, security, and reliability, showcasing software that meets specific regulatory standards. Standard products like office supplies should focus on availability and competitive pricing, using online portals for easy ordering and volume discounts.

Customized solutions benefit from personalized marketing, including consultations and tailored demos, like offering a demo of ERP software based on specific industry needs. Services such as consulting and IT should use case studies and client testimonials to build trust, offering free consultations and thought leadership content.

In the technology industry, prioritize innovation, scalability, and future-proofing with digital marketing and webinars, demonstrating successful cloud solutions. For manufacturing, focus on durability and efficiency through trade shows and on-site demos, showing real-world benefits.

Healthcare marketing should stress compliance, safety, and reliability, using thought leadership, sponsoring conferences, and collaborating with healthcare professionals. For example, promote medical devices by highlighting regulatory compliance and partnering with hospitals for pilot programs.

Tags

B2B MarketingMarket SegmentationSMEsLarge EnterprisesGovernment ClientsComplianceCustomizationPersonalized MarketingSoftware SubscriptionsClient TestimonialsTechnology IndustryManufacturing MarketingHealthcare MarketingDigital MarketingTrade Shows

Do Capítulo 15:

article

Now Playing

15.22 : Marketing Implications for Different Customers and Product Types

B2B Marketing

34 Visualizações

article

15.1 : Business Markets

B2B Marketing

139 Visualizações

article

15.2 : The Key Differences Between B2B and B2C Markets

B2B Marketing

106 Visualizações

article

15.3 : Classification of Industrial Products and Services

B2B Marketing

65 Visualizações

article

15.4 : Types of B2B Organizations

B2B Marketing

44 Visualizações

article

15.5 : Supply Chain and Supply Chain Management

B2B Marketing

209 Visualizações

article

15.6 : Types of Decisions and the Decision Process

B2B Marketing

40 Visualizações

article

15.7 : Types of Buying Situations

B2B Marketing

77 Visualizações

article

15.8 : Major Influences on Business Buyers

B2B Marketing

54 Visualizações

article

15.9 : Participants in the Business Buying Process

B2B Marketing

42 Visualizações

article

15.10 : Model of Business Buyer Behavior

B2B Marketing

51 Visualizações

article

15.11 : Organization Culture and the Buying Process

B2B Marketing

31 Visualizações

article

15.12 : B2B Relationships

B2B Marketing

37 Visualizações

article

15.13 : The Business Buying Process

B2B Marketing

28 Visualizações

article

15.14 : E-procurement - Buying on the Internet

B2B Marketing

52 Visualizações

See More

JoVE Logo

Privacidade

Termos de uso

Políticas

Pesquisa

Educação

SOBRE A JoVE

Copyright © 2025 MyJoVE Corporation. Todos os direitos reservados