Business to Business
Marketing Research
Needs & Expectation from A
Manufacturer’s Perspective
Assume that the client has no
marketing expertise in house
First step – Establish the Objective
Example:
 Define a product to serve a need/want
 Define a market for a product
 Define a sales marketing problem (not the symptom)
 Research brand strength or market position
re product and/or company
 Determine /Develop a plan for product life
cycle extension
 Gather statistical information relevant to a product or
products, a market, competitive situation etc.
Statistical Information
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Comprehensive presentation of the facts/data
resulting from the research
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Assistance in deciphering the information
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Setting an action plan based upon the results
Setting the Marketing Plan
Where - define the market location and size
When - establish the timing of the product or
campaign launch
How - establish a plan of how the product or
campaign will be marketed
Why - rationalization of the above three topics
Setting the Market Plan cont.
Product - assume that the product/campaign has
been defined by B2B researcher
Price - assist in establishing the market price for
the product
Place - establish a plan for distribution to the
market (direct, agents, dealers etc.)
Promotion - may require an ad campaign
(usually by an Ad Agency)
Expectations
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Quality of work, methodology, sample size to ensure
the best results
Set a time frame for the project and produce the
results on time
Set a reasonable fee for the service provided
Explanation of what the fee includes (proposal)
Information that is useful and usable
How Marketing Research Is Applied
By The Construction Industry
MR undervalued by B2B/Construction Industry related business
Usually take the position of being self sufficient in B2B marketing
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source information through sales staff
source information through direct contact with the customers
source information through internal staff members
define a symptom, think of it as the problem and attempt to treat it
value of third party research is often overlooked, misunderstood, viewed as
too expensive and/or unnecessary
Most B2B/Construction related businesses using MR assistance look
for problem definition assistance & possible remedy plan
Most likely the remedy plan is developed in house
Marketing Products/services in the
Construction Industry
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market is clearly defined
market is small in terms of its breadth
mass media is not a viable tool
industry specific publications, trade shows, technical
literature, networking, relationships etc. are typical
media and methods
Branding is important
Price is usually the deciding factor
Business to Business
Marketing Research
Needs & Expectation from A
Manufacturer’s Perspective