B2B-bloggen

Inlägg taggade med ‘marketing’

What is your customer willing to pay?

Postad av Micco Grönholm i Varumärken/Marknadsföring

One of the core issues for B2B marketing is often: ”What is the customer willing to pay?” The answer is simple (at least in theory): the price the buyer can accept (P) is the product’s perceived value (V) divided by the perceived risk of buying from you (R). The percei...

It’s time to bury the four P’s.

14 december 2009

Postad av Micco Grönholm i Varumärken/Marknadsföring

In 1960 E Jerome McCarthy published Basic Marketing. In it, he suggested that a company or product’s strategic position in the market could be described by four P’s: Product, Price, Place and Promotion. According to McCarthy, the 4 P’s are the tactical tools at comp...

How important is price?

21 september 2009

Postad av Micco Grönholm i Varumärken/Marknadsföring

If you ask your customers what their most important criteria are for choosing a supplier, most will say: “Number one is ‘price’. Number two is ‘quality’.” They’re lying. But it’s not a deliberate lie. We humans answer the question asked, and this is simply...

Lovemarks and B2B branding

08 januari 2009

Postad av Micco Grönholm i Varumärken/Marknadsföring

Is the idea of B2C Lovemarks transferable to a B2B context? If so, how should a B2B Lovemark be characterized? Based on the theories of Saatchi and Saatchi CEO Kevin Roberts, and a Master’s thesis conducted in 2008 at the University of Lund, Sweden, we explore the possibili...

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