B2B market the role of the brand.docVIP

 PAGE \* MERGEFORMAT 4 B2B market the role of the brand As opposed to B2C markets, B2B market needs a completely different marketing and sales methods. However, in the B2B market, many companies are at the expense of other inputs, and the expense of continuing the business of certain marketing activities (such as advertising, public relations, etc.) to invest, which is worrying place. This paper will B2B sales and marketing issues to explore in order to help carry out B2B business managers identify areas for improvement. The nature of many B2B companies are trying to build their own strong brand! Casually open a newspaper or read an article, we are easy to see something similar: ‘Brand building is our core work, strong brand will enable us to more easily accepted by the market. ‘This kind of strong brands of’ superstition ‘B2B business managers are often driven by large amounts of money devoted to advertising, public relations activities such as go, their logic is: a strong brand can create sales and customer loyalty. However, we need to reflect on is this: is it really effective? To find the answer, we need to first answer the following questions: For B2B companies, the strength of the brand really mean? Brand in the B2B market, exactly what kind of role play? There is a strong brand enough? Indeed, the strong brand of B2C and B2B markets, enterprise markets are important, but they are important for reasons that have vastly different. Strong consumer brands will prompt customers to make an immediate purchase decision, customers turn to competitors to prevent and reduce the customer’s price sensitivity, but the B2B market is different! In the B2B market, strong brands can lead to customer concern, but it does not normally encourage customers to make an immediate purchase decision, but also difficult to increase customer loyalty, more difficult to reduce the customer’s price sensitivity. In fact, a ‘decision-making factors’ to determine the difference betwee