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Social Science · Studypool

Understanding B2B Marketing

Post ID: 3385280

Another way to improve the understanding of future customers is by affecting a consumer emotionally. A strategy for doing this is to establish a sense of scarcity or urgency (e.g., an offer with limited time). Another way to improve consumer awareness is by building a sense of exclusivity. Limited edition products for example.

In B2B, relationships are critical. Particularly in the desire to establish a relationship and to keep it active over a long period of years. Theoretically, when customers are maintained, marketing costs go down.

Research on who is doing the marketing influence has a fine grained perspective. Plouffe et al., (2016) explored the marketing relationship between front line employees (FLE) and customers. A FLE has considerable influence as a direct contact with a customer, but may not share common knowledge or motivation with an internal business team.

The use of collaboration, consultation, or rational persuasion was found to have differing performance effects based on contextual matters. The lesson is to avoid making generalities or across the board assumptions on marketing actions without further exploration of the marketing objectives and immediate situation and who are active players in the marketing communication.

In the above scenario, would it be useful to establish a sense of scarcity or urgency with a client who you wish to sustain a working relationship over the long run? How might a client react? Would they perceive this urgency as manipulation?

How can the marketer mitigate such perceptions?

Required Readings