And it distracts them from leveraging their advantage as a trusted source of diagnostics, advice, and problem solving. It underemphasizes the need to build a robust case for the superior value of their solutions. In a five-year study involving more than 500 managers and customers in multiple countries and across a wide range of B2B industries, we found that the 4 P’s model undercuts B2B marketers in three important ways: It leads their marketing and sales teams to stress product technology and quality even though these are no longer differentiators but are simply the cost of entry. But in the B2B world, they yield narrow, product-focused strategies that are increasingly at odds with the imperative to deliver solutions. As a framework for fine-tuning the marketing mix, the P’s-product, place, price, and promotion-have served consumer marketers well for half a century. ![]() It’s time to retool the 4 P’s of marketing for today’s B2B reality.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |