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General overview
Every organization is part of a supply chain; it receives
and delivers products and services. While some companies
deliver their products and services directly to consumers,
others supply other organizations and never
see the end consumer at all. Numerous general marketing
theories apply to this business-to-business
market. In other ways, however, the B2B market
differs from the consumer market - and possesses special
frameworks of interaction for the relationship to
be effective and long- standing.
In this 2-day seminar on B2B marketing, participants
will explore frameworks for understanding and analyzing
complex buyer-seller relationships among businesses.
They will also learn what key factors must be considered
to market successfully on this level.
Content
- How
is B2B different?
- Transactions
vs. sustained multi-faceted relationships
- Key
elements in B2B relationships: how much and how
far?
- dependence,
trust, communication, cooperation, commitment
- Approaching
the relationship as customers, suppliers and distributors
- Reducing
uncertainties within the relationship
- What
are the costs, risks and benefits of B2B?
- Developing
a B2B marketing strategy
Learning
methods
Case studies, individual and group work, discussions,
trainer input, role simulations
Group size
Maximum
number of participants: 10
Fees
€ 1250 + Mwst./ participant (plus hotel) Ask
about our special group rates.
For
more information contact:
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