Join Drew Boyd for an in-depth discussion in this video Understanding B2B vs. B2C marketing, part of Marketing Foundations.
…In marketing, you'll often hear the terms B2B and B2C.…B2B means business to business.…That's where your business is selling products and services to other businesses.…B2C stands for business to consumer, where you're selling goods and…services to everyday people, like you and me.…As you begin the marketing planning process,…it's important to know the key differences between the two.…Keep in mind that the marketing planning process is exactly the same for each.…
But how you execute certain steps in the process will vary.…Let's explore how.…When people buy products and services, they're buying a collection of benefits.…And you can categorize those benefits into three types.…Functional benefits refer to a product's physical performance.…For example, when buying a car, functional benefits include the size of the engine.…Passenger seating, or how the car handles.…Economic benefits are related to saving money or saving time.…
With the car, economic benefits would include the miles per gallon,…the annual maintenance costs, or the car's reliability.…
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Business Writing Principleswith Judy Steiner-Williams1h 32m Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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