Many B2B businesses are of the opinion that Marketing does not contribute to
the success of B2B companies as much as it could compared to B2C businesses.Is it still so in the changing Market dynamics of today's environment.?
Below mentioned are a few
revelations in this perspective :
a. B2B companies’ product development process is still conducted
from a perspective that is primarily inside out. ie. seldom inputs from the
customer feedback is considered seriously to be integrated in the process.
b. Pricing of products and services in most of the B2B companies are
based on a cost plus basis.
c. There are only a handful of B2B Companies that have a
comprehensive strategy in place for strengthening their brand image and
corporate reputation.
Probably, B2B Companies belief that their product / Service evaluation by the customer
is more from the functional aspect which makes this important Marketing
function diluted.
Evaluating the above mentioned facts drives us to the
conclusion that better Management of the
B2B business brand portfolio could integrate into the organization to achieve
its corporate goals. Therefore, Marketing
as a function in B2B enterprises will definitely yield success.
