International And Business To Business Marketing Essay

3611 words - 14 pages

International And Business-to-Business Marketing

Business markets are "markets for products and services, local to
international, bought by businesses, government bodies, and
institutions, for incorporation, for consumption, for use, or for
resale."[1] In business marketing, the customers are organisations,
(businesses, governments, and institutions). An organisation is a
group of people pursuing a common aim through co-ordinated activities,
organisations are characterised by structure, activity and goals.[2]

The search for improved quality and superior performance has spawned a
significant shift in the purchasing practices. To develop profitable
relationships with organisational customers, business marketers must
be attuned to these changes, rather than relying on competitive
bidding and dealing at arms-length with a large number of suppliers, a
new approach to purchasing has been adopted in many industries.

Siebel Systems Inc has done just that, (NASDAQ: SEBL) is the world's
leading provider of eBusiness applications software. Siebel Systems
provides an integrated family of eBusiness applications software,
enabling multi-channel sales, marketing, and customer service systems
to be deployed over the web, call centres, field, reseller channels,
and retail and dealer networks.

OBJECTIVE - In 2001, BT Retail decided to undertake a bold
customer-centric strategy to improve its competitive position. The
objective of this strategy was two-fold: to increase customer
retention and revenue by improving its customer service capabilities
and to reduce costs through improved efficiency and greater
productivity. BT Retail defined customer satisfaction as the metrics
that would determine the level of the projects success. Therefore,
BT's decision making would typically involve many people, as the value
of purchase would be substantial thus making the decision high risk.
BT's specifications are precise therefore more emphasis would be
placed on personal selling, guided by long term-relationship. For
example, BT's revenue from CRM-related business was £778 million at
the end of the last financial year. This equates to approximately 25%
of BT's addressable CRM market in the UK. BT estimates annual revenue
of more than £2 billion from CRM by 2005. Supply chain management is a
strategic technique that links the manufacturers operations with those
of all its suppliers and its key intermediaries and customers. The
approach is endorsed by BT and Siebel, both companies seeks to
integrate the relationships and operations of both immediate, first
tier suppliers, and those several tiers back in the supply chain, in
order to assist second, third, and fourth-tier suppliers in meeting
requirements like quality, delivery, and the timely exchange of
information. They also solicit ideas from key...

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