Essay
Assignment 2 B2B Marketing
- Instelling
- Rijksuniversiteit Groningen (RuG)
Essay of 8 pages for the course B2B marketing at RuG (VTB assignment)
[Meer zien]Voorbeeld 2 van de 8 pagina's
Voorbeeld 2 van de 8 pagina's
In winkelwagengesponsord bericht van onze partner
Voorbeeld van de inhoud
B2B MarketingVTB assignment
Wietske Anema
S3971317
w.h.anema@student.rug.nl
, Question 1: Current Situation
VTB has experienced many difficulties in the past years, as a result, sales have decreased by
10-15% per year. This is due to the increase in competition on the market and several
changes in the business structure. Further problems have occurred due to opportunistic
salespeople and a loss of employees. This can be explained by the Agency Theory. “Agency
theory argues—using fundamental assumptions that agents are: (a) self-interested, (b)
boundedly rational, and (c) different from principals in their goals and risk-taking
preferences—that a problem occurs when one party (a principal) employs another (an agent)
to make decisions and act in their stead. Essentially, the value of a principal-agent
relationship is not optimised because the two contracted parties may have different interests
and information is asymmetric (not equal)” (SOURCE) This principle applies to salespeople,
often incentives are added to ensure that this opportunistic behaviour is avoided.
The main problems were several missing services and problems with account management.
Further, competitors with similar quality products but substantially lower prices have entered
the market. This means it is of high importance that VBT increases the value for customers.
Interviews were conducted to find out what problems customers were experiencing. The
survey was conducted as customer relationships are highly important in B2B environments.
Within the interviews, the customers are divided into three different segments, these being;
Intrinsic value customers, extrinsic value customers and strategic customers. Each of which
have different values they look for. This is the reason the customer segmentation was
included in the interviews. There have been many complaints from customers and a survey
conducted shows that for overall satisfaction;
● 4 customers are very satisfied (16%)
● 13 customers are satisfied (52%)
● 6 customers are dissatisfied (24%)
● 2 customers are very dissatisfied (8%)
Good performance in the market is greatly based on the strength of customer relations. Strong
customer relationships lead to loyalty and advocacy. “Several scholars studying business
markets observed early on that continuous relationships are common and important in
business markets.” (La Rocca) Further, it is important to consider that “business relationships
between customers and suppliers in business markets are thus typically broad in scope and
have important consequences for the businesses directly involved but may also have
consequences for those indirectly involved.” (La Rocca)
Question 2: Missing Services
The missing services that have been identified at VTB are
1. Early involvement in projects
2. Attention on the installed base of the customer
3. Cooperation in jointly reducing the costs of the installations
4. technical know-how transfer,
5. Acting as systems integrator
6. taking over operations
The 3 most importantly ranked attributes are reliability of products, competent advice and
product know-how. These attributes should have been focussed on when selecting 2 services
1
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper wietskeanema. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €6,49. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 56326 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen