Marketing to business buyers would be different from marketing to home consumers in the fact that business buyer purchasing decisions are less emotional and task oriented than home consumer buyers (Eric, 2016). This means targeting business buyers might not need a lot of efforts as compared to home consumers. The business buyers look for specific characteristics in a product. Some of these characteristics include economy in cost and use, quality, and productivity. This means the chances of increasing customer loyalty in business buyers are higher than in home consumers because B2B buyers tend to be more connected to an organization once they like its products.
Although the evaluation process in business buyer is always longer and complex than home consumers, business marketing, in this case, will entail shorter and direct channels to the target buyers. In a business buyer marketing, different factors of promotional mix can be easily personalized than in home consumer marketing because of the relationship which exists between B2B sales people and the individual buyers.
In a business buyer marketing, the process of identifying the needs and expectations of target buyers will be simpler because it does not involve dealing with a large number of people like home consumer market. Business buyer marketing will also allow inviting the buyer for private discussions concerning the dell products unlike in home consumer marketing where all customers cannot be invited for private discussions because of their size.
The business buyers are always sophisticated and need to purchase the products to assist their enterprises to remain competitive, profitable and successful (Satya, 2014). This means the marketing strategy should be aimed at dealing with sophisticated buyers. Because the target buyers have high interest and some understanding concerning Dell’s products, coming up with a marketing strategy requires a lot of research to ensure the buyers are approached with necessary information and tactics.
The Main Evaluative Criteria which the organizational buyers may use
One of the main evaluative criteria that the buyer would use when purchasing Dell Laptops and Ultrabooks is engineering values. This will be based on the product quality, standardization, and testing. Organizational buyers always want to purchase products that are of high quality so that they may survive competition through selling goods that meet the customer expectations (Eric, 2014). Because dell deals with computers, the organizational buyers will evaluate whether they are of high quality, standardized and tested before they purchase them.
The other evaluation criteria which organizational buyers would use when buying Dell laptops and Ultrabooks would be purchasing values. This is because organizational buyers purchase goods for resale purpose and therefore they must evaluate to see if the products will assist them in gaining profits (Dissanayake, 2012). Analyzing prices will assist them in making decision on their resell prices. The organizations will also evaluate different costs which they are likely to incur until the products are delivered to their customers. These costs include the amount of money the organization is likely to incur for shipping and forwarding the products. When the cost is too high, it means the organizational buyer will have to resell the laptops at higher prices.
Being the marketing manager of Dell, these evaluative criteria will give me an advantage because Dell uses proper production process to ensure its products are of high quality. The laptops are tested to ensure errors are rectified before they are sold. The products are also sold at good prices which can assist the organizational buyers to gain profits. These criteria will assist my marketing strategies to succeed because they will build a role building loyalty and positive relationship with the buyer. They will also assist in identifying various aspects which the organizational buyers expect from Dell Company.
Dissanayake, D., 2012. Integrated Communications, Integrated Marketing Communications and Corporate Reputation: Evidences from Dell Computer Corporations. Researchers World, 3(3), pp. 45-67.
Eric, G., 2014. Goodbye, B2B Brand Marketing: Developing Content-Based Marketing Programs for the Post-Marketing Era. International Management Review, 10(2), pp. 58-68.
Eric, G., 2016. The Marketer's Action Plan (MAP): Six Steps to Developing Effective Marketing Plans in B2B Marketing Programs. International Management Review, 12(2), pp. 122-134.
Satya, P., 2014. Strategic Brand Management for B2B Markets: A Road Map for Organizational Transformation. South Asian Journal of Management, 21(3), pp. 345-500.