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Elements and Performance Criteria

  1. Identify and evaluate business-to-business marketing strategies
  2. Select business-to-business marketing strategies
  3. Plan and develop business-to-business marketing activities
  4. Implement and monitor business-to-business marketing plan

Required Skills

Required skills

creativity and innovation skills to identify new businesstobusiness marketing opportunities

learning and analytical skills to

evaluate effectiveness of businesstobusiness marketing

use this learning to contribute to operational outcomes

literacy skills to produce reports with complex concepts and ideas

numeracy skills to set marketing budgets

research skills to research trends customer requirements and appropriate strategies for businesstobusiness marketing

teamwork skills to involve relevant personnel in businesstobusiness marketing

Required knowledge

business buying processes

characteristics of business markets compared to consumer markets

factors influencing business buyers

range of strategies for businesstobusiness marketing

trends in businesstobusiness marketing

Evidence Required

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential

development of a businesstobusiness marketing plan providing information on the

objectives of the businesstobusiness marketing strategy

businesstobusiness marketing strategies and activities to be undertaken

budget

methods of measuring effectiveness

responsibilities

implementation of a businesstobusiness marketing plan

Context of and specific resources for assessment

Assessment must ensure access to

a workplace or simulated work environment

office equipment and resources

relevant organisational documentation

Method of assessment

The following assessment methodsare appropriate for this unit

analysis of responses to case studies and scenarios

review of a portfolio of evidence documenting research planning and implementation of a businesstobusiness marketing strategy

oral or written questioning around aspects of businesstobusiness marketing

observation of presentation of reports to relevant personnel

assessment of reports

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Business-to-business markets may include:

government markets

industrial markets

institutional and not-for-profit markets

retail and wholesale markets

service markets.

Characteristics of business markets may include:

market structure and demand, such as:

close supplier-customer relationships

derived demand from the demand for consumer products and services

fewer buyers than in consumer markets

fluctuating demand

geographically concentrated buyers

inelastic demand

larger buyers than in consumer markets

nature of buying unit, such as:

professional purchasing and procurement officers

several buying influences, e.g. buying committees

types of decisions and the decision process, such as:

buying process more formalised

complex decisions

more direct purchasing

some leasing rather than buying.

Factors influencing business buyers may include:

environmental factors

organisational factors

interpersonal factors of people involved in the decision

individual factors of people involved in the decision

type of buying situation.

Business buying process may include:

general need description

information and supplier search

order-routine specification

post-purchase performance review

problem recognition

product specification

proposal solicitation

supplier selection.

Business-to-business marketing strategies may include:

cultivating long-term customers through such things as:

assigning highly trained sales people to key accounts

loyalty programs

personal selling

relationships management

development of long-term partnering arrangements

engaging in marketing efforts to encourage the sale of the business buyers' products

introducing innovative products and services that add value

monitoring the performance of sales channels and partnerships and focusing on most profitable channels

responding to requests for proposals (RFPs)

targeting brand messages to both buyers and influencers

using new technologies for e-business.

Key personnel in the buying decision process may include:

finance manager

people who will use the product or service

personnel with formal authority to select the suppliers and arrange terms of purchase

personnel with power to approve final suppliers

technical personnel.

Appropriate personnel may include:

accountant

finance manager.

Evaluation methods may include:

customer focus groups

lost customer research

post-transaction surveys

relationship surveys

review of customer complaints.