Understanding B2B Marketing
One example of a service that fits the B2B context is Econsultancy. The perceived value from a customer’s perspective can be increased through explaining clearly what the product or service is; a clear explanation of the product makes it easy for the customer to know the value they can generate from the Econsultancy (Mihai, Collin, & Vijaykumar, 2013). A clear explanation of how much the Econsultancy costs makes it easy for customers to know the value for their money when they use the service and benefits to customers. Having a visual appeal that makes customers feel the service is valuable to them also increases the perceived value. Additionally, to generate value for an Econsultancy service, effort should be made to have testimonials on the webpage and comparisons of your services so that customers see their features at a glance (Klaus, Muehlfeld, & Okoye, 2002). Additionally, a video on the Econsultany site that explains the benefits and value of the service is vital (Purchase, & Olaru, 2004). The video should have social proof that indicates other people who have used the product through showing statistics of satisfied customers who used the service.
In order to present the information on the perceived quality, I will first create a comfortable learning environment, create a strong beginning for the presentation, and incorporate universal design principles of presentation using PowerPoint. Moreover, I will create a dynamic presentation that awakens joy through creative expression and incorporate key case studies in the presentation (Reynolds, & Hepfer, 2009). In addition, I will make the presentation interactive and create a group activity during the presentation, address key points about the perceived quality and provide resources for participants to keep. The presentation technique to use is PowerPoint presentations, in which every slide will have its own theme; there will be a use of visual data and sharing the stage with the presentation team (University Of Washington, 2014). I will also create a Twitter friendly headline that I will include in the presentation. In order to receive and address critical feedback, the following will be done; group activities will be encouraged during the presentation, I will ensure each stakeholder has a copy of the material that they read in advance, and engage the participants in an active discussion that has questions and answers (Klaus, Muehlfeld, & Okoye, 2002). The context factor such as product type, competitive atmosphere, affects the customer actions since most customers want a product that is at the top of the market and a product that has unique features.
Klaus, B., Muehlfeld, K., & Okoye, D. (2002). American business-to-business marketing textbooks - a comparative review. Journal of Business-to-Business Marketing; 9:27-64.
Mihai N., Collin, R., P., Vijaykumar, K. (2013). One-to-One and One-to-Many Relationship Marketing: Toward a Theoretical Framework. Journal of Business-to-Business Marketing, 20(2):51-64.
Purchase, S. and Olaru, D. (2004). Substance in business-to-business relationships. Journal of Business-to-Business Marketing 11(3), 23-52.
Reynolds, R., R., & Hepfer, C. (2009). In search of best practices. Information Standards Quarterly, 21 (2), 4-7