B2B Marketing: Marketing Products and Services in Business Markets - Wolfgang Ulaga ( Video)

Description

Business-to-Business (B2B) Marketing is the marketing of goods and services to commercial enterprises or nonprofit institutions that these organizations, in turn, need to produce their own products or services and to support their own processes. B2B marketing has its own characteristics and concerns. Many tools we know from consumer marketing do not apply in this particular context, or need to be adapted. For example, organizational buying behavior is often more complex and involves more stakeholders than consumer buying behavior. Business buyers increasingly are highly skilled professionals trained to optimize sourcing of products and services for their organization. In this session, part of HEC Executive MBA, Wolfgang Ulaga provides participants with an understanding of the specificities of marketing products and services in business markets. We will investigate the key process of understanding, creating, delivering, and communicating value to business customers and discuss how suppliers extract a “fair share” of the value created through pricing policies. In addition, we will investigate avenues of how companies grow beyond their core products by venturing into value-added services and customer solutions. The participants are deeply involved in this session, working on their own on business cases. The podcast provides some part of the fundamentals.