Business to business marketing sounds rather grand, but what is it? The best method of describing it is by using an example.

All businesses have to rely to a greater or lesser extend on other businesses. A vegetable store ultimately sells its produce to the general public, but to get the vegetables into the store, the store has to deal with other businesses that supply the vegetables. The vegetable supplier will usually deal with a wholesale supply business that in turn deals with businesses that source the vegetables. Ultimately the chain goes back to the farm where the vegetables grew. However, even back on the farm, the farmer uses other businesses, so he can buy the seeds or plants and then of course the ground needs fertilizers, so the vegetables grow.

The link between the various businesses in the chain is where business to business marketing comes into play. The simple concept is to put businesses that need to work with each other for a common goal together. So, the concept may appear simple, but is it in practice? The method used for a business or company to market to an ultimate consumer is very different to the methods employed when marketing business to business. It has to be more directly focused and each business needs to understand each other’s business clearly.

A large store selling electrical goods will market certain products to thousands, sometimes millions, of potential customers at the same time. The mass marketing concept works on the basis that there will be a small percentage out of the target audience who will buy the product that’s offered. It may only be one or two percent, but it’s calculated that this small percentage with pay for the marketing campaign.

Business to business marketing cannot operate on the same basis. The number of businesses targeted will be small in comparison with the consumer market; perhaps only a hundred or so. Additionally, the decision making process within each company is usually involves many people. One or two individuals are unlikely to make the decision about buying many thousands of dollars of stock, but the chances are only one or two people will be involved in purchasing an electrical item such as a washing machine or television.

Understanding what one business has to sell and what another business needs to buy is the key to business to business marketing. Decisions are not going to be based on impulse, such as is often the case in consumer marketing. Everyone has at some time or another purchased something that they had absolutely no intention of buying; it was pure impulse, led by successful marketing.

The very same person that purchased something in a store purely on impulse will take great care and consideration before committing his or her business to buying something from another business. Business to business marketing is all about having a total understanding of the intricacies interlinked between the parties; and this may well involve several businesses that together form the chain from the source to the consumer.

Check out www.MonsterDisplays.com for trade show promotions and deals. Check out our great deals on trade show table covers.

Check out http://www.monsterdisplays.com/ for trade show promotions and deals. http://www.monsterdisplays.com/trade-show-table-covers-s/42.htm Check out our great deals on trade show table covers.

Author Bio: Check out www.MonsterDisplays.com for trade show promotions and deals. Check out our great deals on trade show table covers.

Category: Advice
Keywords: Business, Advise, Advertise