Differences in Marketing products or Services to Organisations and Customers

Differences in Marketing products or Services to Organisations and s “Having a marketing strategy can be the life or death of a business” (Plan Your Marketing Strategy). Marketing is the core of any business and the success or failure of marketing can affect the future of the organization. Different marketing strategies are used for different products and services. Moreover, marketing strategies used for marketing a product or service to a customer and to an organization is different since both an organization and a customer have basic differences in their buying habits. This paper briefly explains the basic differences in marketing a product or service to a customer and an organization.
Organizations purchase and use goods for further production, operations, or resale whereas the customers always buy finished goods for their personal use. In other words, organizations always look for the utility of the product or service they purchased for making profit whereas customers always look for quality, reliability and cheaper price of the product. Advertisements and sales promotion techniques can usually attracts more customers whereas such things alone may not convince organizations. For example, a tire manufacturing organization purchases rubber for making tires. So they will be keen in getting rubber for cheaper price and in better quality rather than the attractiveness of the branding or packaging of it. On the hand, a customer who purchases a tire will definitely be attracted by the brand value and attractive packaging.
Organizations mostly buy in bulks whereas customers mostly buy only single units of the products. Because of the bulk buying habits organizations will always specify certain specifications for the products they were looking for and will try to reduce the price as much as possible. Customers may not bargain that much and they will usually look for features rather than quality. Moreover, organizations will look for more options before purchasing compared to customers. So while marketing to organizations, marketers need obey certain specifications and also they need to reduce the unit price as much as possible in order to convince the organization.
Good negotiation skills are required for marketing to organizations whereas good communication skills are enough for marketing to customers. Organizations always have the service of purchasing experts and convincing them is not an easy task. It is difficult for the marketers to adopt the same tactics for both an organization and an individual because of the above difference in purchasing styles. “Whatever stereotypes you might have from experiences with salespeople in consumer sales, any negative stereotypes of salesperson behaviour probably would not be appropriate in dealing with professional buyers” (PERSONAL SELLING: ORGANIZATIONAL BUYING BEHAVIOR)
While marketing to customers normally a single person would be responsible for taking decisions whereas while marketing to an organization, normally more than one person will be involved before finalising the deal. So, marketers should adopt strategies suitable to convince a team of professionals while marketing to an organization whereas they need to focus a single person while marketing to customers.
In short, different marketing techniques required while marketing to organizations and customers. Organizations use the services of more than one expert while purchasing. Negotiation skills are more required while marketing to organizations whereas communication skills are more required while marketing to customers.
Works Cited
1. “Plan Your Marketing Strategy”. 2010. 15 January 2010. 2. “PERSONAL SELLING: ORGANIZATIONAL BUYING BEHAVIOR”. 15 January 2010.