Marketing Not Involve Individual Customers †Massignmenthelp.Com

Question: Discuss About The Marketing Not Involve Individual Customers? Answer: Introduction Business-to-Business marketing, also known as B-To-B marketing is defined as a transaction that takes place between two business organization, typically being between one manufacturer and one wholesaler. This type of marketing does not involve the individual customers. In a typical supply chain, the supplier company buys the raw materials that are to be used for the manufacturing of the product. The finished products are then sold from the manufacturers to the wholesalers. This situation involves a B-To-B communication. This assignment highlights the B-To-B process of Blackwoods. The organizational buying decisions of the consumers are highlighted, along with identifying the needs of organizational target consumers of Blackwoods. The marketing mix used by the company has also been highlighted in this assignment. Blackwoods is one of the largest business organizations in the Wesfarmers Industrial and safety divisions. This company has a vital role to play in Australian industry. Being a B-To-B company, Blackwoods operates in diverse industries. Starting from mining to manufacturing companies, Blackwoods has a wide range of clients and customers (Armstrong et al., 2015). However, they do not involve in any business with the individual customers. The clients of Blackwoods are mainly manufacturing and mining industries, safety and healthcare divisions as well as educational organizations (Skard Nysveen, 2016). The products of Blackwoods include abrasives, adhesives, automotives, bearings, building and construction materials, clothing, electrical goods, fasteners and fixings, foot ware, glass materials, hardware, hose and fittings, hygiene and cleaning materials, ladders and platforms, lifting and riggings, lubricants (Chuang, 2014). The products also include manual handling and storage, office stationary and kitchen goods, paints and sprays, tubes and fittings, pumps, retail merchandise, safety equipments and a lot more. Thus, the clients and the customers vary at a huge range. Since the consumers vary at a wide range, hence the consumer buying decisions of each of the clients vary widely (Skard Nysveen, 2016). The organizational buying decision process is a critical one and could be divided into eight phases. These are as follows: Recognition of the need- The need for a particular product has to be recognized by a client company of Blackwoods. Since Blackwoods have a large variety of products, hence the clients have to understand their needs (Skard Nysveen, 2016). Description of the need- In this phase, the determination of the characteristics of the needs is to be matched with the recognition of the needs. The general characteristics such as reliability, price as well as durability are to be determined (Tollin, Christensen Wilke, 2015). Product specifications- The product specification includes the mapping of the needs of the customers and the selected product. The feasibility of the product, with that of the needs have to be determined in this phase. Supplier search- Once the need is recognised and the product specification matches the needs of the customers, the suppliers are searched for. The client ensures that the best supplier is chosen. In this case, Blackwoods is the supplier (Kleinaltenkamp, Plinke Geiger, 2016). Solicitation proposal- The qualified list of the suppliers is further scrutinized. The products of the suppliers are matched with each other, and compared to choose the best supplier, with high quality product and high durability (Skard Nysveen, 2016). Supplier selection- The pricing and the presentation of the suppliers are rated and the best supplier is chosen for the B-To-B transaction. Order routine specification- After the most suitable supplier is selected and finalised, the B-To-B transactions take place (Im et al., 2016). Performance review- In the final phase, the purchase is done and the review of the purchase decision is done. If the products purchased are durable and well-performing, then the purchase decision is a successful one. Thus, after eight phases, the consumer buying decision process is successfully completed. Since in this case B-To-B marketing takes place, hence the consumer companies, choose the clients critically, such that a long term buying relation could be established. The customers of Blackwoods range from the healthcare sector to educational institutes. Hence the targeted customers vary. However, in other B-To-B marketing, the products are less in variety. Hence, the clients are also limited in number. One of the major competitors of Blackwoods is National Tool Hire shop. The products of this company range from tools and equipments to machineries (Skard Nysveen, 2016). Hence the targeted customers are mainly the factories, in need of the tools and equipments. The healthcare and safety departments are need of the cleaning materials and safety tools (Spekman, 2015). However, the companies are in need of the tools and equipments, along with hardware, hose and fittings. Thus, as compared to other B-To-B marketing companies, Blackwoods has a wide range of customers. The key implications of the required marketing mix are as follows: Product- The products include abrasives, adhesives, automotives, bearings, building and construction materials, clothing, electrical goods, fasteners and fixings, foot ware, glass materials, hardware, hose and fittings, hygiene and cleaning materials, ladders and platforms, lifting and riggings, lubricants. Price- The price is moderate and affordable (Skard Nysveen, 2016). Place- The place includes online shopping, e-commerce as well as in-store outlet. Promotions- The promotions of the products include advertisement in the social media, print media. Conclusion Business-To-Business marketing is one of the most popular forms of marketing between two or more business organizations. The B-To-B trading usually takes place between a manufacturer and a wholesaler. Blackwoods is one of the most reputed B-To-B marketing organizations, trading in various essential goods and services. The range of the customers of the company is wide and attracts a variety of customers. The consumer buying decisions has been described in eight phases, and highlights the decision making process of a consumer. The consumer base of Blackwoods is as wide as its range of products, than the other contemporary competitors. The marketing mix that is used for Blackwoods is effective and most suitable for promoting the business of Blackwoods. References Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2015).Marketing: an introduction. Pearson Education. Chuang, C. F. (2014). The B to B Marketing Research of Industrial Products. Im, S., Vorhies, D. W., Kim, N., Heiman, B. (2016). How Knowledge Management Capabilities Help Leverage Knowledge Resources and Strategic Orientation for New Product Advantages in B-to-B High-Technology Firms.Journal of Business-to-Business Marketing,23(2), 87-110. Kleinaltenkamp, M., Plinke, W., Geiger, I. (2016).Business Relationship Management and Marketing. Springer-Verlag Berlin An. Skard, S., Nysveen, H. (2016). Trusting Beliefs and Loyalty in B-to-B Self-Services.Journal of Business-to-Business Marketing,23(4), 257-276. Spekman, R. E. (2015). The Journal of Business-to-Business Marketing at 21 and My Perspective on the Field of B to B Marketing.Journal of Business-to-Business Marketing,22(1-2), 87-94. Tollin, K., Christensen, L. B., Wilke, R. (2015). Sustainability in business from a marketing perspective.Journal of Strategic Marketing,23(6), 471-496.