Essay Sample on Maximizing B2B Marketing: Reaching Organizational Consumers

Marketing management is important in achieving company goals. As much as companies target individual consumers for the marketing of their products, they are not the only consumers of goods and services. Other businesses, government agencies, and other institutions also consume goods and services. Marketing to organizations is called business-to-business. Organizational buyers are categorized into four groups. The first groups are the producers; these type of organizational buyers buy goods and services to produce products and services for sale e.g., Boeing buys different components from several companies to make airplanes. The second groups are the intermediaries; these types of business buyers purchase products to resell them at a profit example are retail shops/ supermarkets who buy goods to resell them at a profit. The other groups of buyers are the government agencies; these agencies from the federal, state and local government also buy products that enable them to run their activities. Though doing business with the government involves a lengthy bureaucratic process. The last groups are the other institutions like universities, hospitals, and churches, though not profit-making, they need goods and services that may enable them to run their daily activities. Organizational buying behavior is categorized into four processes, the first one being organizational need which is what exactly are the needs of the company. The second process is the vendor analysis, which involves vetting each potential vendor, the third is to purchase activities depending on the complexity of goods to be bought, purchase analysis and the process involved is to be considered. The last process is the post-purchase evaluation is important to note if the vendor and their products are to be considered in the coming future.

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Market segmentation is the process of dividing the consumer market into small groups and choosing the group which the firm will serve. The market segmentation is broken into six steps; the first step is to delineate the situation of the firm, which involves knowing the amount of money and other resources set aside for marketing. The second one is determining the consumer need and wants, which consists of modifying goods and services for the benefit of the customers. The third step is the division of markets on relevant dimensions, which is the grouping of consumers as having one or more similarities. This step is considered to be the whole market segment. The fourth step is developing product positioning, which involves making the product have an impression on the consumers, i.e., a firm may portray the image that their product is of quality but cheaper than other products in the same industry. After the first four steps are done, it is in this stage that the firm has to decide on what to segment or not segment their product exactly. The last step involves designing the marketing mix strategy. This is the final step in the market segmentation process, which by now, the firm would have made decisions on what market segment to follow or not, and the cost that is to be incurred.

Marketing is important in the sale of goods and services. Marketing involves informing the general public and consumers of your goods and services. Marketing management informs consumers of different categories about the company's products and services. I always like the idea of doing business with the government, other institutions like hospitals and universities. This is because such organizations will hardly default in paying for the goods and services because a group of directors/managers runs such institutions. Also, the business relationship with them can be long lasting as compared to individual consumers who may quickly change their minds because of reasons like promotions, be convinced by a partner or friend, and simply because the marketing done on a given product impressed them. Market segmentation is also important. The portraying of some goods to be of quality, classy, best for a given gender or age group improves the sales of the said product or services. As for me, I consider a BMW as a good vehicle in that it is portrayed to be safe. I have also bought several goods because I simply saw them being advertised and felt comfortable in using these products. Thus, I see that truly marketing impacts on people's choices and how the view goods and services.