Business to business marketing Communications mix / Marketing communications

Business to business marketing Communications mix

Organization A sells office files, notepads, and all sorts of office stationery to organization B, C and D. Organization A does not deal with Peter - an end-user who would like to buy two pencils for his son Tom. Business to business marketing refers to the transaction of goods and services between businesses.

Marketing mix helps to determine the unique selling points (USPs) of a brand. Marketing mix goes a long way in determining how an organization’s products and services are different from the competitors.

Marketing mix is synonymous with four Ps

  • Price
  • Place
  • Promotion
  • Product

Business marketing is not everyone’s cup of tea. One needs to understand that there is absolutely no room for emotions in business buying. Keep yourself in the client’s shoes. He has all the rights of being choosy and selective; after all he would be investing in your organization.


Offer something of value to your client.

If you want to purchase a laptop for one of your family members, would you simply go and pick up any brand available in the market? The answer is NO.Infact nobody does that. Similarly business buyers also invest in something which would yield higher profits. The products must have right features and should stand out. Never under estimate your client. Your client will definitely find out what your competitors are offering.

Your product must look good and function as per the requirements of the buyer.

Organization Z sells bulk SMS service to Organization X (An educational institute) which further uses the service to send text messages to existing students and also to potential admissions. Organization X has a database of around 50, 000 students (including existing and new students) where as the bulk SMS service by Organization Z can send text messages to only 10, 000 students and not more than that.

Do you think Organization X would invest in Organization Z’S Services? Obviously NO.

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