Особенности маркетинга услуг на промышленном рынке

Thus business markets do not exist in isolation. Cities or countries with growing consumption are generally growing business markets too.

A single consumer market demand can give rise to hundreds of business market demands. The demand for cars in India creates demands for steel, tyres, forgings, castings, plastic components which in turn has created demands for mining, rubber, forging machines, casting sand and polymers. Each of these growing demands has further triggered more demands. Thus as the spending power of citizens increase, the country generally sees a upward wave in its economy [36].

 

 

 

3. Business marketing vs. consumer marketing

 

Although on the surface the differences between business and consumer marketing may seem obvious, there are more subtle distinctions between the two with substantial ramifications. Dwyer and Tanner (2006) note that business marketing generally entails shorter and more direct channels of distribution.

While consumer marketing is aimed at large groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing. According to Hutt and Speh (2004), most business marketers commit only a small part of their promotional budgets to advertising, and that is usually through direct mail efforts and trade journals. While that advertising is limited, it often helps the business marketer set up successful sales calls [35].

Marketing to a business trying to make a profit (business-to-business marketing) as opposed to an individual for personal use (Business-to-Consumer, or B2C marketing) is similar in terms of the fundamental principles of marketing. In B2C, B2B and B2G marketing situations, the marketer must always:

• successfully match the product or service strengths with the needs of a definable target market;
• position and price to align the product or service with its market, often an intricate balance; and
• communicate and sell it in the fashion that demonstrates its value effectively to the target market.

These are the fundamental principles of the 4 Ps of marketing (the marketing mix) first documented by E. Jerome McCarthy in 1960.

While «other businesses» might seem like the simple answer, Dwyer and Tanner (2006) say business customers fall into four broad categories: companies that consume products or services, government agencies, institutions and resellers.

The first category includes original equipment manufacturers, such as large automakers who buy gauges to put in their cars and also small firms owned by 1-2 individuals who purchase products to run their business. The second category - government agencies, is the biggest. In fact, the U.S. government is the biggest single purchaser of products and services in the country, spending more than $300 billion annually. But this category also includes state and local governments. The third category, institutions, includes schools, hospitals and nursing homes, churches and charities. Finally, resellers consist of wholesalers, brokers and industrial distributors [37].

So what are the meaningful differences between B2B and B2C marketing?

A B2C sale is to a «Consumer» i.e. an individual who may be influenced by other factors such as family members or friends, but ultimately the sale is to a single person who pays for the transaction. A B2B sale is to a «Business» i.e. organization or firm. Given the complexity of organizational structure, B2B sales typically involve multiple decision makers. The marketing mix is affected by the B2B uniqueness which include complexity of business products and services, diversity of demand and the differing nature of the sales itself (including fewer customers buying larger volumes). Because there are some important subtleties to the B2B sale, the issues are broken down beyond just the original 4 Ps developed by McCarthy.

 

 

 

 

 

 

 

 

 

 

 

 

 

4. Business to business(B2B) Marketing Strategies

 

B2B Branding

B2B Branding is different from B2C in some crucial ways, including the need to closely align corporate brands, divisional brands and product/service brands and to apply your brand standards to material often considered “informal” such as email and other electronic correspondence. It is mainly of large scale when compared with B2C.

Product (or Service)

Because business customers are focused on creating shareholder value for themselves, the cost-saving or revenue-producing benefits of products and services are important to factor in throughout the product development and marketing cycles [38].

People (Target Market)

Quite often, the target market for a business product or service is smaller and has more specialized needs reflective of a specific industry or niche. A B2B niche, a segment of the market, can be described in terms of firmographics which requires marketers to have good business intelligence in order to increase response rates. Regardless of the size of the target market, the business customer is making an organizational purchase decision and the dynamics of this, both procedurally and in terms of how they value what they are buying from you, differ dramatically from the consumer market. There may be multiple influencers on the purchase decision, which may also have to be marketed to, though they may not be members of the decision making unit.

Pricing

The business market can be convinced to pay premium prices more often than the consumer market if you know how to structure your pricing and payment terms well. This price premium is particularly achievable if you support it with a strong brand.

 

Promotion

Promotion planning is relatively easy when you know the media, information seeking and decision making habits of your customer base, not to mention the vocabulary unique to their segment. Specific trade shows, analysts, publications, blogs and retail/wholesale outlets tend to be fairly common to each industry/product area. What this means is that once you figure it out for your industry/product, the promotion plan almost writes itself (depending on your budget) but figuring it out can be a special skill and it takes time to build up experience in your specific field. Promotion techniques rely heavily on marketing communications strategies (see below).

Place (Sales and Distribution)

The importance of a knowledgeable, experienced and effective direct (inside or outside) sales force is often critical in the business market. If you sell through distribution channels also, the number and type of sales forces can vary tremendously and your success as a marketer is highly dependent on their success.

B2B Marketing Communications Methodologies

The purpose of B2B marketing communications is to support the organizations' sales effort and improve company profitability. B2B marketing communications tactics generally include advertising, public relations, direct mail, trade show support, sales collateral, branding, and interactive services such as website design and search engine optimization. The Business Marketing Association  is the trade organization that serves B2B marketing professionals. It was founded in 1922 and offers certification programs, research services, conferences, industry awards and training programs.

Positioning Statement. An important first step in business to business marketing is the development of your positioning statement. This is a statement of what you do and how you do it differently and better and more efficiently than your competitors.

Developing your messages. The next step is to develop your messages. There is usually a primary message that conveys more strongly to your customers what you do and the benefit it offers to them, supported by a number of secondary messages, each of which may have a number of supporting arguments, facts and figures.

Building a campaign plan. Whatever form your B2B marketing campaign will take, build a comprehensive plan up front to target resources where you believe they will deliver the best return on investment, and make sure you have all the infrastructure in place to support each stage of the marketing process - and that doesn't just include developing the lead - make sure the entire organization is geared up to handle the inquiries appropriately.

Briefing an agency. A standard briefing document is usually a good idea for briefing an agency. As well as focusing the agency on what's important to you and your campaign, it serves as a checklist of all the important things to consider as part of your brief. Typical elements to an agency brief are: Your objectives, target market, target audience, product, campaign description, your product positioning, graphical considerations, corporate guidelines, and any other supporting material and distribution.

Measuring results. The real value in results measurement is in tying the marketing campaign back to business results. After all, you’re not in the business of developing marketing campaigns for marketing sake. So always put metrics in place to measure your campaigns, and if at all possible, measure your impact upon your desired objectives, be it Cost Per Acquisition, Cost per Lead or tangible changes in customer perception [36].

 

 

 

 

 

 

 

 

5.The impact of the Internet

 

Traditionally, industrial purchasers seek for potential suppliers by the way of trade show, phone inquiry, and print catalog. With Internet persivase around the world, the traditional access to industrial info is being replaced with Internet search by purchasers who want to find appropriate suppliers. 2 surveys revealed a common conclusion: Search Engine has become NO. 1 information source for industrial purchasing.

Report 1 (ThomasNet)

ThomasNet (a famous B2B vertical website in the US) and Google made a conclusion based on their joint market survey: 9/10 industrial buyers begin with Internet to find right products or suppliers; 1/3 of them think the Internet shorten the process for them to approach suppliers or manufacturers. Besides building own websites and advertising on the search engines, the suppliers often utilize more Internet resource like B2B eCommerce Platforms. In fact, about 71% of suppliers plan to make a promotion through eCommerce portal or vertical B2B website in specific fields. 

Almost half as many buyers access search engines such as Google or Yahoo first to see what is available that might serve them best (23%). Nearly as many buyers turn to industrial destination sites before any other resource (17%). Some people go directly to a specific company’s website first, but at this stage of the process those tend to be buyers who know that company already.

Figure 1. Where buyers look vs. where sellers market their companies.

Figure 1, above, suggests that, while company websites are very important resources for buyers, marketers also need an online vehicle to direct these buyers to their websites.

Report 2 (GlobalSpec)

GlobalSpec, a vertical search engine specialized in engineering equipment and the community of industrial technology, made a survey among engineers, technical purchasers, technical staff, and other industrial community in Jan. and Feb. of 2010. The survey results show search engine has become the NO. 1 channel for technical purchasers to find new suppliers. The traditional means of trade show, sales phone, and print catalog were gradually replaced with Internet search. The first 2 means for new suppliers are Search Engine, then Online Classified categories, two of which accounts for 73% of total inquiry channels for new suppliers, while the effect of print catalog is at low level, the following chart is the detailed survey results for the Channel for American Industrial Firms to Find Suppliers:

Figure 2.Channels for American Industrial Firms to Find Suppliers. 

Suggestion for Industrial Marketing 

The survey results by ThomasNet and GlobalSpec are based on American industrial market, and the purpose of both surveys tended to be beneficial to their own business – placing more emphasis on the importance of Internet marketing, but the conclusive finding of both surveys are generally consistent – Internet marketing has played more and more key role in industrial marketing and promotion. Indeed, search engine, vertical websites have been becoming significant channel for industrial buyers to find appropriate suppliers. The conclusion is definitely meaningful for industrial enterprises to formulate the marketing strategies and planning. 

Most Important Online Contents for Industrial Buyers 

GlobalSpec has found the means for the engineers or technicians to have access to industrial info are increasingly transforming from offline traditional channel to online media. According to the statistical results, the most important contents that are expected by online visitors are as follows:

1. What’snewforvisitors
2. Technicalspecification
3. PricingInfo
4. ProductPictures
5. Searchbyproductparameters
6. ConvenientNavigation
7. CorporateContactInfo
8. LessPageLoadTime
9. OnlineCatalog
10. SearchbyModelNo.
11. FrequentlyUpdatedProductInfo
12. AvailableQuotation
13. ApplicationInstruction
14. CAD Drawing
15. OnlineOrdering
16. AvailableOrderingStatus
17. CorporateBackground

When buyers are sourcing for products and services on the Internet, they need certain kinds of information, and they will keep looking until they find it. However, the Industrial Marketing Survey revealed a pattern that suggests that supplier websites are designed more for their own purposes than for buyers’ and prospects’ purposes. Most supplier websites do fill buyer information needs for product descriptions and applications (70% and 53%, respectively), but that is just not enough. Many buyers need to go deeper: pricing and shipping information, tech support, and CAD drawings, to name a few things. For the most part, they are not getting these things from supplier websites.

The Internet has become an integral component of the customer relationship management strategy for business marketers. Dwyer and Tanner note that business marketers not only use the Internet to improve customer service but also to improve opportunities with distributors [39].

According to Anderson and Narus, two new types of resellers have emerged as by-products of the Internet: infomediaries and metamediaries. Infomediaries, such as Google and Yahoo, are search engine companies that also function as brokers, or middlemen, in the business marketing world. They charge companies fees to find information on the Web as well as for banner and pop-up ads and search engine optimization services. Metamediaries are companies with robust Internet sites that furnish customers with multiproduct, multivendor and multiservice marketspace in return for commissions on sales.

With the advent of b-to-b exchanges, the Internet ushered in an enthusiasm for collaboration that never existed before—and in fact might have even seemed ludicrous 10 years ago. For example, a decade ago who would have imagined Ford, General Motors and DaimlerChrysler entering into a joint venture? That's exactly what happened after all three of the Big Three began moving their purchases online in the late 1990s. All three companies were pursuing their own initiatives when they realized the economies of scale they could achieve by pooling their efforts. Thus was born what then was the world's largest Internet business when Ford's Auto-Xchange and GM's TradeXchange merged, with DaimlerChrysler representing the third partner.

While this exchange did not stand the test of time, others have, including Agentrics, which was formed in 2005 with the merger of WorldWide Retail Exchange and GlobalNetXchange, or GNX. Agentrics serves more 50 retailers around the world and more than 300 customers, and its members have combined sales of about $1 trillion. Hutt and Speh note that such virtual marketplaces enable companies and their suppliers to conduct business in real time as well as simplify purchase processes and cut costs.

 

 

 

 

 

 

 

 

 

CONCLUSION

 

So, what's driving growth in B2B Marketing? The tremendous growth and change that business marketing is experiencing is due in large part to three "revolutions" occurring around the world today.

First is the technological revolution. Technology is changing at an unprecedented pace, and these changes are speeding up the pace of new product and service development.

Second is the entrepreneurial revolution. To stay competitive, many companies have downsized and reinvented themselves. Adaptability, flexibility, speed, aggressiveness and innovativeness are the keys to remaining competitive today. Marketing is taking the entrepreneurial lead by finding market segments, untapped needs and new uses for existing products, and by creating new processes for sales, distribution and customer service.

The third revolution is one occurring within marketing itself. Companies are looking beyond traditional assumptions and adopting new frameworks, theories, models and concepts. They're also moving away from the mass market and the preoccupation with the transaction. Relationships, partnerships and alliances are what define marketing today.

Industrial marketing can cross the border into consumer marketing. For example, an electronic component seller may distribute its products through industrial marketing channels (see channel (marketing)), but also support consumer sales. Many products are equally desired by business and consumers—such as audio products, furniture, paint, hardware, etc. Nonetheless, manufactures and service providers frequently maintain separate industrial and consumer marketing operations to reflect the different needs of the two channels.

In industrial marketing the personal selling is still the most effective because many products must be customized to suit the requirements of the individual customer.

 

ПРИЛОЖЕНИЕ Б

 

Структура управления ООО «Гео групп»

 

 

 

 

 

 

 

 

 

 

 

 

 

ПРИЛОЖЕНИЕ В

Сравнительная таблица предприятия и его конкурентов в Томской области по основным видам деятельности

№ п/п	Предприятие	Виды деятельности
		Проекти-рование	Инженерные изыскания	Супер- вайзинг	Землеуст- ройство	Топографо-геодезические работы
1.	ООО «Гео групп»	х	х	х	х	х
2.	ЗАО «Нефтепромбурсервис»	х
3.	ООО «Химтех-Юкос»	х
4.	ОАО «НИиПИИ Томсктеплоэлектропроект»	х
5.	ООО «Архпроектсервис»	х
6.	ООО «Подрядная дирекция ОАО Томскгазпром»	х
7.	ОАО «Томское землеутсроительное проектно-изыскательское предприятие»				х
8.	МУ «Бюро землеустройства»				х
9.	МУП «Городское архитектурно-планировочное бюро»	х	х		х
10.	ООО «Стройпроект»	х
11.	ЗАО «Сибнефтемаш»	х
12.	ООО «Арт-гео»					х
13.	Хозрасчетное проектно-производственное архитектурно-планировочное бюро при главном управлении архитектуры и градостроительства	х
14.	ООО «Сибгеосервис»		х			х
15.	ООО «Научно-производственная фирма геостройпроект»	х	х
16.	ООО «Абрис»				х	х
17.	ООО «Газгеоскан»	х
18.	ООО «Бюро кадастровых инженеров»					х
19.	ООО «Геомастер»				х	х
20.	ООО «Томскнефтегазинвест»	х
21.	МУП «Городское архитектурно-планировочное бюро»	х			х
22.	ООО «Геомир»					х
23.	ООО «Запсибгеодастр»					х
24.	ООО «Служба инвентаризации земель»					х
25.	ООО «Нефтестройизыскания»		х
26.	ООО «Геодезическая компания вектор»					х
27.	ООО «Инженерная фирма геоид»		х		х	х
28.	ООО «Оникс»				х	х
29.	ОП Кожевниковский производственный отдел				х
30.	ОАО «Томсктисиз»	х	х			х
31.	ОАО «Томскгеомониторинг»		х
32.	ООО "Томская геофизическая компания"			х		х
33.	Томский ПИИ транспортного строительства		х	х		х
34.	Ростехинвентаризация				х	х
35.	ООО «Румб»	х	х		х	х
36.	ООО «Геоком»	х	х		х	х
37.	ООО НПО «Геосибпроект»	х	х		х	х
38.	группа компаний «Стандарт»				х
39.	Томское городское проектно-сметное бюро				х	х
40.	ФГУ «Кадастровая палата»				х
41.	Томское городское УМП «Землеустроитель»				х
42.	ООО «Томскгипрозем»				х	х
43.	ООО «Геодезия и картография»				х	х
43.	ООО «Земля и недвижимость»				х	х
44.	«Геокосмос»		х		х
45.	ООО «Томск нефтегазинжиниринг»	х		х		х
46.	ООО «Томскбурнефтегаз»	х		х		х
47.	ООО «Землемер»				х
48.	ООО «Томземгео»				х	х
49.	ООО «Глобус-л»					х
50.	ООО «Земельно-межевой проект»				х
51.	ОАО «Томскнипинефть» ВНК	х	х			х
52.	СНИИГИМС	х	х			х