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The market for goods and services bought and sold between businesses is huge. Far larger than the consumer market, the business market comprises many types and sizes of organizations that interact selectively and form relationships of varying significance and duration with one another. Although these organizations are often structurally and legally independent entities, a key characteristic is that they are also interdependent. That is, they have to work with other organizations to varying degrees in order to achieve their goals 

How You Will Benefit

• Understand and Evaluate the practice of segmentation in business markets
• Understand the role of positioning and strategies in the segmentation
• Evaluate the nature of business products and to consider issues regarding pricing in these markets
• Understand the behavior, characteristics and processes that organizations use to purchase products and services
• Consider the scope and nature of interorganizational relationships and to explore how this impact on the contemporary view of business-to-business marketing

Who Should Attend

The seminar is designed for decision-makers and leading executives across functional areas including senior vice presidents, vice presidents, directors of operations, strategic planning professionals, directors of sales, marketing and customer service and all others involved in developing the total customer experience

What You Will Cover

B2B Market Segmentation and Positioning

• The process of segmenting B2B markets
• Bases for segmenting business markets
• Target market selection
• Barriers to segmentation
• Positioning

Business Value - Products, Services and Pricing

• Product attributes and benefits
• Business product strategy
• Product market strategies
• Pricing

Organizational Buying Behaviour (OBB)

• A comparision of OBB with consumer buying
• Decision making units - characteristics
• Uncertainty, risk and relationships in OBB

Interorganizational Relationships

• The development of relationship marketing
• Differing types of relationships
• Partnerships and alliances
• Trust, commitment and customer satisfaction