Summary
Summary B2B Chapter 1-11
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Chapter 1-11 of the book "The Fundamentals of Business-To-Business Sales & Marketing" by John Coe 1st year Marketing Management course at NHL Stenden
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Chapter 1 Why is it sothough to seit
today
?
Sales
experience matters
C-assicmarkegdefioni.sules Part of group dominantes marketing
real world
marketing Sales Within
→
company
a
technical
}
MENG
: -
Product Market management → offen exists to manage product development , pricing , Support , .
. .
-
marketing Communications hust integrated osely for the
company to be
Success feet
Safes
-
C- customer Service )
↳ responsibility to drive reve n u e and Profit tesicled on Sales Organizations
Planning & Potential
Fiese out the
weekofcat.IS/phoningforappointements Mailing Iobbies Seeing customer Ones
:
,
in , ,
)
follow ins up on items
requested , writing trip reports Z recording information to remember in
your
'
Sales book
t
impor tant to under Strand
when with Sales
work
ing persons
( '
-
EHE Sales should mit integraler with direct marketing ; marketing
needs to integrere with Sales
Reasonsforoldmodeltobreakdown.to
Customer don't work to see Sales person anymore
- I be done to other Sources of information
The warst of doesn't add value
Seeing
it
value
of to burgers I Sales is seen as time
a
Sales person
a
person m o re as
°
a
-
to the
burger or the transactions
with fach to face and vir tual communication
for Labte
-
↳ non
burgers a re more
-
com
three calls s 25% reduction in Sales
productivitg
call have fallen to average of day from four
-
Sales rotes a
-
° an
cluster high Rin all Load overcommunicated Society
°
communication is
creasingf ; we a re on sensor
y over in a
drive behavior
does not anymore
°
awareness
↳ it's m o re driven
by offers Ideas than
just awareness
#
the cycle frequentty disconneoted from the
bleying process >
°
sales is more -
1.
↳ level of contract with and inftuencers
person doesn't
Sales have the s o m e all decision makers
2.
extended & made kpeop.be
↳
buying process has been m o re
complex with the addition of more functions
° There a re m o re decision makers I influence to seit
many
There channels that of fer Solutions to
•
a re more burgers
o Customer Knowledge & feedback is redeuced when more channels of distribution a re added to the
c.
go to '
market model
-
to
°
faces of competitive have multrplied and n ow in ahnde alternate Solutions that require stronger value propositions
canyoete
↳
¥
Good Use of Technology
s.EE?aEEse&:::::Ii:p:a:edEween
news : -
-
use of database
narnerinsammmicarionzsäes
Shared database
-
, Difference between B2B 2132C
'
Marketing Kommunikations) & Sales )
(
'
B2B :
Closer
relationship necessary between the road warriors
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