B-to-B marketing has several variants as well as approaches to combat
competition. The way business marketing is conducted, its various
manifestations are discussed in the chapter to equip the students with
skills, knowledge and gives a practical exposure on the subject.
Marketing discipline in the twenty-first century focusses on the
customer, instead of manufacturing, which was the companies’ major
strengths in the last century, at least in its first half. Competition has
given the buyers several options for making purchases. Customer
satisfaction has become the driving force for the companies. With opening
up of markets and economy India has opened its doors to foreign players
in practically every field of human activity and business. Companies
that can innovate products and service, maintain their quality and remain
customer oriented are more likely to succeed than others. It is the cutting
edge of technology, new distribution patterns, latest communication
techniques that would govern the fortunes of the companies.
Industrial sellers have to understand clearly the customers needs
and only then can they organize a perfect fit for the same using their
products, as it is or its modified version, provided the demand of the
modified product is sufficient to justify the effort of the modification.
Product demand and demand projections are of vital importance in
product decisions.
