B2B Chapter 10 Homework
Description
Distributors and Manufacturers Representatives are two common participants in the B2B marketing channel. However, distributors and reps are independent and profit oriented. What are some of the ways that a manufacturer may use to motivate their distributors and reps to perform in a way that enhances their long term success? Direct salespeople are often channel members for both B2B and B2C companies. Thinking about the differences between the B2B and B2C markets, how is the job of a B2C salesperson different than that of a B2B salesperson? Discuss some issues such as: a) Skills and training necessary to be successful b) The sales organization (e.g., its structure, supervision, and reporting) c) The nature of the sale (time required, people involved) d) Sales process (i.e., those tasks involved in making the sale) e) Compensation and the job requirements/responsibilities Chris Hanson is the VP of marketing for Optonix a manufacturer of semiconductor inspection equipment. Optonix uses a direct sales force in the U.S. and Chris has been urged by his board of directors to begin selling in Germany, where the company has no presence, customers or employees. 1) what are Chris’s options, direct and indirect for establishing a sales presence in Germany? 2) which of these channels would you recommend? Provide a well-reasoned rationale for your choice, not just your opinion or instinct. Do some research online about the use of social media and B2B marketing. How is the use of social media different for B2B marketing than for consumer (B2C) marketing? Cite some specifics from the sources you find. Your answer should have a solid rationale and not be just your opinion or instinct. Swagelok, a large manufacturer based in Cleveland uses a network of distributors to sell their products. What are some of the advantages of using distributors as channel partners compared to a company’s own direct sales force? Be specific and give 2-3 advantages.
