Business marketing is the custom of organizations or individuals, such as commercial corporate, institutions and governments, easing the sale of their services or products to other organization or companies that either trade them, employ them as components in services or products they offer, or employ them to sustain their functions (Michael D. Hutt, 6). Also identified as industrial marketing, it is at times referred to as B2B markets (in short) or business-to-business marketing. (Note that Business-to-government marketing is significantly dissimilar to marketing to government bodies that shares various same changes of organizational marketing.) This paper, will talk about; the main differences-in my own view- of business marketing and consumer marketing and which of the differences is important pegging them to an automotive industry in Australia- Ford motor company.
In spite of the dissimilarities between consumer and business marketing from a surface view being outwardly obvious, there are more slight distinctions between the two with considerable ramifications. (Michael D. Hutt, 45) note that corporate marketing in general, involves shorter and straighter channels of distribution.
Differentiating the two(consumer and business marketing): As consumer marketing is aspired at large groups through retailers and mass media, the cooperation process between the seller and buyer is more subjective in business marketing. According to Gibbs,( 32), nearly all business marketers entrust only a dismal fraction of their endorsement budgets to advertising, and that is normally through direct trade journal and mail efforts. While advertising is regulated, it usually aids the business marketer make triumphant sales calls. Marketing to a business is striving to make a profit different from a person for subjective use is alike in terms of the basic principles of marketing.
For one, product strategy: Product is something that is accessible on the market, consumption use or acquisition, which usually meet the needs of consumers. They can be non- tangible and tangible. The services provided by the company are the non-tangible goods. To date, like in the case of Ford, companies are making and managing consumers’ requirements and needs with their goods (Michael D. Hutt, 14). Consequently, this makes creates customer loyalty to a firm or organization.
Secondly, the brand strategy: the Ford company categorized the midsize cars’ make names, generous and elegant by study methods. Ford uses the oval of a blue color, it is Ford branding that settles value and price. The Ford oval is a historically important emblem for this company and one of the most acknowledged trademarks on earth. Released in 2003, this logo (Centennial Blue Oval) was in honor of the century that this company has been creating and manufacturing new products. This gives the product an identity that the consumers would like to be associated with.
Product design is another strategy of consumer marketing for instance; Ford’s model Fiesta possesses a Kinetic model. This is model guaranteeing a much better riding experience with least vibration, harshness and noise. This model includes various features, such as automatic transmission of 6 Speeds, Variable camshaft timing, extra media features such as voice navigation and controls with Bluetooth on top of that. This car also has Electronic Stability Program as well as Traction Control System, seductive centre console. Another outstanding feature about this particular model is its fuel efficiency. Conclusively, unique customs tend to attract more customers.
The Ford Motor provides product support services: the company provides Fiesta with a specific warranty and customer services. Ford Fiesta is provided with a 3 year service agreement. This service contract is only legitimate on the circumstances that are described in the owner’s manual at an Authorized by Ford Company (Gondek, 17).
Extra equipment such as tires are not included in the basic package, this will result you in extra cost. Apart from that, consumers are entitled to free services at intervals (10000km) commencing from 6213.71 miles to 37.282 miles (Gondek,30). The Coverage includes the replacement of oil and engine filters, brake pads, Wiper blades, shock absorbers, Multi-Point Inspections, Engine belts, Spark plugs, Engine hoses, Powerful Protection for Your own Ford. Tires that are initially set on Ford models are subject to the different warranty. If the battery malfunction occurs within 100,000 km and three years of service will be dealt with under the service contract. Ford Accessories and Parts Warranty have only 20,000 km limit or 1 year of usage, this is a subject to the purchase of the service under authorized ford dealer. This gives the consumers in Australia after services and earns the company customers loyalty.
Ford has employed economic strategies to that have built their competitive advantage. For instance, Ford has coordinated many campaigns and engaged with the continuing sponsorships that often supported many sport and racing events. The logos and advertisements with amazing designs promote their competitive advantage. Ford promotional plans have categorized 2 kind of promotion such as below this line and above the line. For example, above the line promotion includes mass and social media such as newspapers, Internet, Radio, television, and radio e.t.c. below this line there are non-media events like shows, sponsorship, discounts to sales and dealers’ promotion practices (Gondek, 56). This promotes a great chemistry between the buyers and sellers of Australia hence bring up sales.
The key reason of advertising (which a b2b marketing promotional strategy)is to support and promote product to make the public buy it, thus promoting sales .Advertising plays a vital role to a corporate because it is employed to; promote the service or the brand and to improve the organizations’ image and sales. Ford begun advertising using the strap line –Feel the difference- with an aim of creating a brand for Ford of Europe. It also advertises through beautiful, sole pictures in news papers (Gibbs,45). This gives the Australian potential buyer an urge to buy the latest model norms and their desired models.
Secondly, personal selling: this is the manner to maintain the chemistry with consumers to promote sales of marketing. Subjective selling is very essential for goods which are complex to self analysis and understanding. Ford goods have no difficulties to the customers given that the sales and marketing teams look out for products and present other promoting activities (Michael D. Hutt, 56). This makes the customer to understand why he or she needs the vehicle and in what occasion.
Public relation refers to the specific relationship as social science and art of analyzing tendency and foreseeing their outcome (Gibbs,83). The organizations and the public are served leader and the implementation is planned. Ford tries to build their publicity to increase their sales through sports, by sponsoring many activities, events and contests. This creates awareness that the ford company exists and attracts more consumers given that it gives back to the society.
In conclusion, consumer and business marketing are equally important in the corporate world. The consumer marketing is more of personal and builds a rapport between a willing seller and willing buyer: it is mainly concerned with the customers’ feelings. Business marketing on the other hand is concerned with the company’s welfare in as far as sales’ scaling up is concerned as seen in the case of the Ford motor company. In a nutshell, consumer marketing prioritizes on the product- like in the ford motor company it mainly deals with the latest designs and the norms- unlike the business marketing which only cares about the company’s sustainability in terms of profit making.
Reference
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Gibbs, R. (2009). Strategic Alliances and Marketing Partnerships: Gaining Competitive Advantage Through Collaboration and Partnering. New york: Kogan Page Publishers.
Gondek, C. (2011). The product Ford Fiesta: A Marketing Analysis - Part I &, Part 2. New York: GRIN Verlag.
Lewis, R. J. (1993). Activity-based costing for marketing and manufacturing. New York: Quorum Books.
Michael D. Hutt, T. W. (2012). Business Marketing Management: B2B, 11th ed.: B2B. New York: Cengage Learning.
Rosenbaum, D. I. (1998). Market Dominance: How Firms Gain, Hold, Or Lose it and the Impact on Economic Performance. New York: Greenwood Publishing Group.
