Business Marketing Management

Many large firms that produce goods such as steel, production equipment, or computer-memory chips cater exclusively to business market consumers and never directly interact with their ultimate consumers. Other firms participate in both the consumer goods and the business markets. The introduction of laser printers and personal computers brought Hewlett-Packard, historically a business-to-business marketer, into the consumer market. Conversely, lagging consumer markets prompted Sony Corporation to expand to the business market by introducing office automation products. Both companies had to reorient their marketing strategies dramatically because of the significant differences between the buying behavior exhibited in the consumer versus the business markets.

 Products like cellular phones, office furniture, personal computers, and software are purchased in both the consumer and the business markets. What distinguishes business marketing from consumer goods marketing is the intended use of the product as we all intended consumer. Sometimes the products are identical, but a fundamentally different marketing approach is needed to reach the organizational buyer.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

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