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.