၂၀၁၆ ခုႏွစ္၊ ေအာက္တိုဘာလ (၂၃)ရက္ေန႔ (တနဂၤေႏြ) မွာ က်င္းပျပဳလုပ္ခဲ့တဲ့ Better Future Better Myanmar - 2016 စီးပြားေရးဆိုင္ရာ အခမဲ့ေဟာေျပာပြဲမ်ားရဲ႕႕ (၁၂) ႀကိမ္ေျမာက္ေဟာေျပာပြဲ တြင္ Panel Discussion အျဖစ္ေဆြးေႏြးပို႔ခ်ခဲ႔ေသာ PowerPoint Slide ျဖစ္ပါတယ္။

2. TYPE1. B 2 C
2. B 2 G
3. B 2 B
4. F 2 B
5. F 2 C
6. B 2 E
7. C 2 C
8. G 2 C
9. P 2 P

3. OVERVIEW
1. Business Marketing Definition
2. B2B Marketing Mix
3. B2B Marketing Communications
4. Size of Business Marketing

4. 1. BUSINESS MARKETING DEFINITION

5. B2B Definition
A transaction that occurs between two
companies, as opposed to a transaction involving
a consumer.
 The term may also describe a company that
provides goods or services for another company.

6. Business to Business Commerce.
When one business sells to another business rather than to
an end user.
This term usually is used in connection with sales: B2B
sales or B2B Sales reps.
Any business providing products / services / information for
any other business can be called business 2 business or B2B.
B2B Definition

7. BUSINESS - TO - BUSINESS (B2B)
Commerce transactions between businesses - a manufacturer
and a wholesaler, or between a wholesaler and a retailer
Business-to-consumer (B2C); business-to-government (B2G)
Volume of transactions much higher than the B2C
transactions

8. BUSINESS - TO - BUSINESS (B2B)
Supply chain - transactions involving sub
components or raw materials
Automobile manufacturer - buying tires, glass
for windscreens, and rubber hoses, etc.

9. Communication and Collaboration
Using social media to connect with one another
"B2B" Communication
BUSINESS - TO - BUSINESS (B2B)

10. BUSINESS MARKETING
Individuals, or organizations (commercial
businesses, governments and institutions),
facilitating sale of products or services to other
companies or organizations
Industrial marketing
Business-to-Business marketing
B2B marketing

11. BUSINESS MARKETING
Took a back seat to consumer marketing
Change in the 1970 s
Courses at many universities
More marketing majors begin their careers in Business
marketing today than in Consumer marketing

12. BUSINESS MARKETING VS. CONSUMER MARKETING
Business marketing shorter and more direct channels
of distribution
Consumer marketing aimed at large groups through
mass media and retailers
Negotiation between the buyer and seller more
personal in business marketing

13. Solution
BUSINESS
MARKETING
Product
AccessPlace
ValuePrice
EducationPromotion
4 P’s of marketing (Marketing Mix)

14. 1. Unique
2. Diversity
3. Align Corporate Brand
4. Vision / Mission / Goals / Objective
5. Feasibility
6. Knowledge
7. Checklist
8. Results
IMPORTANCE OF BUSINESS MARKETING

15. GOVERNMENT
AGENCIES
REGIONAL/STATE
AND
LOCAL GOVERNMENTS

16. INSTITUTIONS
Schools
Hospitals and nursing homes
NGOs
Charities

17. MEANINGFUL DIFFERENCES BETWEEN
B2B AND B2C MARKETING
A B2C sale to a "Consumer"
i.e. a single person who pays for the transaction
A B2B sale is to a "Business“
 i.e. organization or firm - multiple decision makers

18. Characteristic B2B Market B2C Market
Sales volume Greater Smaller
Purchase volume Greater Smaller
Number of buyers Fewer Many
Size of individual buyers Larger Smaller
Buyer-seller relationship Closer More Impersonal
Buying influences Multiple Single
Type of negotiations More complex Simpler
Key promotion method Personal Selling Advertising
B2B VERSUS B2C MARKETING

19. 2. B2B MARKETING MIX

20. B2B MARKETING MIX
Unique
Complexity of business products and services
Diversity of demand
Differing nature of the sales itself
(fewer customers buying larger volumes)
Broken down beyond the original 4 P’s

21. B2B Branding
Different from B2C
Align Corporate Brands, divisional brands and
product/service brands
Apply brand standards to “informal” material such as email
and other electronic correspondence - large scale compared
with B2C

22. 3. B2B MARKETING COMMUNICATIONS

23. Support organizations' sales effort
Improve Company profitability
Advertising, public relations, direct mail, trade
show support, sales collateral, branding, and
interactive services
B2B MARKETING COMMUNICATIONS

24. MARKETING VS. COMMUNICATIONS
Traditionally, marketing and
communications had been
entirely different functions
that each had their own
departments.

25. MARKETING VS. COMMUNICATIONS
Marketing focused on issues such as customers, sales, and brand
awareness.
Communications (often called public relations or external relations)
dealt with everyone else in the outside world with whom the
company interacted, such as the government, community, media,
and financial analysts.

26. Today, however, more and more companies are combining
Marketing and Communications under a single
department (often called "marketing communications" or
"marcom") to become more efficient and ensure that all messages
are consistent among all audiences and across all channels.
The key to understand: Publish and transmit unified, integrated
messaging on and across all online and offline marcom channels
including websites, social networks, advertising campaigns, online
content, news releases, product brochures, and sales catalogues.

27. 4 SIZE OF
BUSINESS
MARKETING
Customer
Lifecycle
Refer
Know
Like
TrustTry
Buy
Repeat

28. THE BUSINESS MARKETING
ASSOCIATION
Trade organization
Marketing communications agencies largely or exclusively B2B-
oriented
B2B Marketing Professionals
Certification programs, research services, conferences, industry
awards and training programs

29. WHAT'S DRIVING GROWTH IN B2B MARKETING?
THREE “REVOLUTIONS”
1. Technological - unprecedented pace, Internet; hand-in-hand with
business strategy
2. Entrepreneurial - adaptability, flexibility, speed, aggressiveness and
innovativeness
3. Marketing - new frameworks, theories, models and concepts -
relationships, partnerships and alliances; customizing marketing
programs

30. REVIEW
1. Business Marketing Definition
2. B2B Marketing Mix
3. B2B Marketing Communications
4. Size of Business Marketing

31. Thank You