Abstract:
Purpose – Discrete choice modeling has been discussed by both academics and practitioners as a means of analytical support for B2C relationship marketing. This paper aims to discuss applying this analytical framework in B2B marketing, with an example of cross-selling high-tech services to a large business customer. This example is also used to show how an algorithm of genetic binary choice (GBC) modeling, developed by the author, performs in comparison with major techniques used nowadays, and to analyze the financial impact of these different approaches on profitability of B2B relationship marketing operations.
Design/methodology/approach – Predictive models based on the regression analysis, the classification tree and the GBC algorithm are built and analyzed in the context of their performance in optimizing cross-selling campaigns. An example of business case analysis is used to estimate the financial implications of the different approaches.
Findings – B2B relationship marketing, although differing from B2C in many aspects, can also benefit from analytical support with discrete choice modeling. The financial impact of such support is significant, and can be further increased by improving the predictive accuracy of the models. In this context the GBC modeling algorithm proves to be an interesting alternative to the algorithms used nowadays.
Research limitations/implications – The generalizability of the findings, concerning performance characteristics of the algorithms, is limited: which method is best depends, for example, on data distributions and the particular relationships being modeled.
Practical implications – The paper shows how B2B marketing managers can increase the profitability of relationship marketing using discrete choice modeling, and how implementing new algorithms like the GBC model presented here can allow for further improvement.
Originality/value – The paper bridges the gap between research on binary choice modeling and the practice of B2B relationship marketing. It presents a new possibility of analytical support for B2B marketing operations together with financial implications. It also includes a demonstration of an algorithm newly developed by the author.
Keywords: Business-to-business marketing, Relationship marketing, Modelling, Marketing strategy
Author(s): Wojciech Peter Latusek
Source: Journal of Business & Industrial Marketing 25/3 (2010) 209–219
Subject: مدیریت بازاریابی
Category: مقاله مجله
Release Date: 2010
Abstract:
The main objective of this paper is
to identify a conceptual model to integrate the strategic marketing management instruments
in the relationship between the organization on the B2B market in Romania and
its suppliers. In order to be able to see the way in which the conceptual model
of integration of strategic marketing in the relationship with suppliers can be
applied by Romanian companies on B2B field, a quantitative research has been
undertaken, having as main objectives to identify which are the main criteria
used by organizations in segmenting, targeting and positioning their suppliers
and also to identify what type of relationship exists between companies in the
B2B field in Romania and their main suppliers. The whole marketing theory
resides on the idea of customer and market orientation, and starting from this
the concept organizations are as successful as much as they adapt their
reactions to the evolutions and changes in the marketing environment. As a
consequence to this the marketing theory developed by placing in the centre of
its scientific methodology and instruments the market and the relationship of
the company with its customers. Our research, has led us to the conclusion
that, especially on B2B markets, organizations focus their marketing activities
not only on the relationship with their customers, but on the relationship with
their suppliers as well. In the supply chain, companies appear as buyers and
also as clients for the suppliers of goods, financial resources and of work
force. The classical model that describes the relationship of a company with
its suppliers presents the acquiring company as a “passive” one, the “active”
role being the one of the supplier for which the buying organization appears
like customer. Although in numerous occasions the buying company has an
“active” role, thus being able to discuss about a different strategic approach
(an active one).
Keywords: marketing management, strategic marketing management, B2B, marketing mix, positioning
Author(s): Cescutefan Claudiu
Source: Procedia Social and Behavioral Sciences 24 (2011) 387–400
Subject: مدیریت بازاریابی
Category: مقاله مجله
Release Date: 2011
Abstract:
Electronic business-to-business (B2B) marketplaces have been one of the most discussed topics in recent times. In the beginning they were seen euphorically, but today many observers are skeptical. In order to dissolve this uncertainty we conducted a Delphi survey after the E-Commerce Hype. The results are used to establish a reliable forecast about the development of electronic B2B marketplaces in Germany by comparing them with theoretical expectations. As theoretically assumed, it is predicted that this phenomenon will play a major role within intercompany coordination in selected areas. It is anticipated that streamlining information processes will be so beneficial for companies that they will not be able to afford not having this new institution.
Keywords: Electronic marketplaces; B2B; Intercompany coordination; Forecast; German Delphi study
Author(s): Hartmut H. Holzmu¨ller, Jan Schlu¨chter
Source: Electronic Commerce Research and Applications 1 (2002) 2–19
Subject مدیریت بازاریابی :
Category: مقاله مجله
Release Date: 2002
Abstract:
Business-to-Business (B2B) services companies invest heavily in acquiring very expensive assets that they hire out to serve their clients (e.g. UPS buys huge warehouses and hires them out to companies), and hence they engage in careful longterm planning and forecasting, especially when it concerns a new market. It is interesting to note that the client-firms, on the other hand, decide to hire those assets based mostly on the prevailing short-term market forces. Hence, it is important for the
companies which provide the assets for hire to also build the prevailing short-term market trends into their long-term forecasting and planning. In this paper, we develop a model for tracking these two simultaneously evolving and interacting patterns, namely the asset-availability (i.e. supply) and utilization (i.e. demand) patterns, in order to better understand the underlying processes, and thereby provide a basis for better forecasting. We test our models using three sets of data collected from the oil drilling industry, and find the proposed model to provide a good fit and forecasting efficiency.
Keywords: Marketing; B2B service; Knowledge updating; Demand and supply; Oil drilling
Author(s): Trichy V. Krishnana, Shanfei Fengb, , Tony Beebec
Source: International Journal of Forecasting 27 (2011) 1160–1177
Subject مدیریت بازاریابی :
Category مقاله مجله :
Release Date: 2011
Abstract:
This study investigates the impact of selection criteria associated with interpersonal interaction (such as good personal relationships) on supplier consideration. More specifically, it examines how the importance of these criteria depends upon service-related dimensions. This is an experimental study among client firms in the market research industry, which combines a conjoint and between-subjects design to lead to several new insights. First, while good personal relationships play an important role in the selection of a service provider, their impact increases if the service offering is subjective in nature, but it decreases if it is strategically important. Second, enriching the service offering with interpretation and advice is more important for subjective as well as for strategically important service offerings. Third, as to other selection criteria, the study results show some interesting differences between consideration and choice. Price has a substantive impact on choice alone, while a strong brand name is helpful for the service provider only in the consideration stage.
Keywords: Partner selection, Embedded exchange, Consideration and choice, Conjoint experiment, B2B marketing, Marketing research industry
Author(s): Stefan Wuyts , Peter C. Verhoef , Remco Prins
Source: Intern. J. of Research in Marketing 26 (2009) 41–51
Subject: مدیریت بازاریابی
Category: مقاله مجله
Release Date: 2011
Abstract:
The capability of firms to sense and respond to changes in technologies, called technological opportunism, is of growing importance to managers as a source of competitive advantage. However, exactly how technological opportunismimpacts firmperformance is still not clearly understood. Furthermore, the role of marketing in this relationship, if any, has yet to be examined. Understanding this relationship is critical formarketingmanagers not only for determining strategic investments of resources but also for demonstratingmarketing return on activities.
This paper explores the links between technological opportunism and firm performance. The results show that technological opportunism has a strong positive impact on key measures of performance such as firm sales, profits and market value. Importantly, marketing emphasis is the mechanism through which the technological opportunism–performance relationship is achieved. Finally, the impact of marketing emphasis on B2B firms is different than that for B2C firms, highlighting the importance of these activities for B2B marketing managers.
Keywords: Technological opportunism, Marketing, Capabilities, Performance
Author(s): Matthew Sarkees
Source: Industrial Marketing Management 40 (2011) 785–795
Subject: مدیریت بازاریابی
Category: مقاله مجله
Release Date: 2011
Abstract:
The basic notion of relationship marketing entails that firms should strive for mutually beneficial customer relationships. By combining relationship marketing theory and operations research methods, this paper aims to develop and demonstrate a managerial decision-making model that business market managers can use to optimize and evaluate marketing investments in both a customer-oriented and economically feasible manner.
The intended contributions of our work are as follows. First, we add to the return on marketing literature by providing a first decision-making approach that explicitly assesses the optimization of marketing investments in terms of profitability, effort, and resource allocation. Second,we showhowthe risk ofmarketing investments can be assessed using sensitivity analysis. By means of an empirical study the versatility of our decision-making approach is demonstrated by assessing various critical decision making issues for business marketing managers in detail.
Keywords: Return on marketing, Relationship marketing, Optimization, Marketing decision making
Author(s): Sandra Streukens , Stan van Hoesel , Ko de Ruyter
Source: Industrial Marketing Management 40 (2011) 149–161
Subject مدیریت بازاریابی :
Category مقاله مجله :
Release Date: 2011
Abstract:
While emerging literature on sustainability shows that environmentally responsible strategies can contribute to competitive advantage and enhanced financial performance, little is known about specific marketing capabilities that lead to sustainable consumption behavior, and whether implementing such strategies leads to firm competitive advantage. Using the case method approach, this study explores marketing-related strategies and practices pertaining to sustainable consumption as reported by leading sustainable firms in the B2B context. We examine case studies of forty seven B2B firms and identify key marketing capabilities that tie to innovation-based sustainability strategies, sustainable consumption behavior and firm performance.
We use our findings to develop a conceptual framework linking marketing capabilities to innovation strategies for firm sustainability, sustainable consumption behavior and firm competitive advantage, and put forward propositions for future research.
Keywords: Marketing capabilities, Innovation Sustainability, B2B firms
Author(s): Babu John Mariadoss, Patriya Silpakit Tansuhaj, Nacef Mouri
Source: Industrial Marketing Management 40 (2011) 1305–1318
Subject: مدیریت بازاریابی
Category: مقاله مجله
Release Date: 2011
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