Developing Academic Skills

Question: Discuss about theDeveloping Academic Skills. Answer: Introduction: The organizations have witnessed a major transformation in the recent years. The changes in the overall organizational structure have impacted all the major departments of the organization (Massa, 2014). The marketing department has also changed the way it functions. The traditional concept of the Business to Business (B2B) marketing assumed that the decisions of the buyer are more rational (Brennan, 2014). It focused only on return, risk and strategic advantage. It was not attractive and was often unable to pull the target audience. This concept of marketing has changed. The modern customers should be handled in a unique manner (Brennan, 2014). The organizations need to follow a different approach of marketing decision making process which considers parameters such status, popularity and emotional attributes (Pettigrew, 2014). There have been changes in the business cultures. The workplaces are more flexible which has caused the conjunction of the personal and professional lives. Th is has resulted in an increase in the human-to-human marketing (Profera, Arthur Tierney, 2015). The organizations follow a unique way in handling the B2B marketing. The B2B buyers rely solely on the price of the products, while considering the quality of the product. The brands have adopted a customer centric approach by giving utmost importance to their needs (Massa, 2014). They focus more on creating one to one relationships with the client so that they can satisfy their needs in a better way (Profera, Arthur Tierney, 2015). The students need to understand the changing patterns of the B2B marketing and also understand the advantages as well as disadvantages. Topic Sentence The workplace flexibility has made the brands to interact more with the other organizations in pursuit of generating more profits. The workplace flexibility has led to an increase in the B2B marketing initiatives as the companies have found out multiple ways to interact with the B2B customers. Supporting Evidence (Johnson Sohi, 2013) who discusses The B2B marketing or the Business to Business Marketing involves the sales of the products manufactured in one company to another company for profit generation motives. The workplace flexibility is an important concept which helps the employees to enjoy more work life balance. This increases the satisfaction of the employees who can be more productive. The productive employees usually engage in better interaction with the partner organizations. They strike conversation between the business using innovative approaches. The workplace flexibility causes the employees to be overwhelmed and feel motivated to perform their job duty. They engage in B2B marketing in their convenient time, which increases the productivity of the organization as a whole. Topic Sentence The increased digitalization is an inherent characteristic of the modern organizations. The greater technological advancements have led to increased B2B marketing initiatives. Supporting Evidence (Turber et al., 2014) who states that The digital revolution is affecting the way the companies interact with each other. The content marketing is an integral part of the B2B marketing process as it involves with the creation of quality description of a particular product. The digital technology has enabled the businesses to support, enable and influence the strategic direction of the organization. The digital tools make it easier for the companies to interact with other businesses and communicate regularly. The company can engage in innovative marketing tools such as social networking tools to engage with the consumers. The social media helps the brand to improve their SEO rankings which increases their visibility in the market. The telecommunications facilities like video conferencing, online messaging services and online chat services are helpful in fostering communication between the businesses. Contrasting Evidence (Lee, Uslay Meuter, 2013) who argues that The information technology has negative impact on the B2B marketing initiatives. The technology has ceased to create a personal touch with the B2B customers. The information technology has created a void in the inter personal relations between the business entities. Topic Sentence The modern organizations put greater emphasis on the customer engagement measures. This is helpful in generating more prospective B2B customers. Supporting Evidence (Lomas, 2016) who mentions that Customer engagement leads to the commitment towards the organization. The commitment concerns with the eagerness to connect with a particular brand. The B2B clients should create an impression that they are consistent in the delivery of the products or the services. The optimum relationship with the B2B clients would lead to greater number of reorders, which is beneficial for the organization. The positive interaction between the brands would lead to retention of the B2B customers. The smooth flow of communication, understanding of the clients business offering, mutual trust and other engagement activities would help the companies to generate more number of B2B customers. The B2B customers must engage with the evolution of the relationships with the companies, perceived level of the company, opportunities for development, assessment of the team members and others. Contrasting Evidence (Halbesleben, Wheeler Shanine, 2013) who argues that Customer engagement is a difficult task for an organization. There are a number of aspects that the company should pay attention such as utility, quality, responsiveness and service. The company cannot always connect to the B2B customers at an emotional level, which is the most important factor. Topic Sentence B2B marketing involves complex decision making process which is similar to the complex functioning of the modern day organizations. Supporting Evidence (Badinelli et al., 2012) who discusses The decision making unit of B2B market is highly complex and involves analysis of a wide variety of parameters. There are a number of stakeholders involved in the decision making process, based on the level of complexity. For example, if the decision involves the purchase of a manufacturing plant, there would be a large number of employees who would be engaged in the decision making process. The B2B buyers usually seek a good financial deal, which implies that the B2B organizations need to satisfy a wide variety of customers. The modern organizations consist of the co-existence of a number of departments such as human resource, procurement, legal, material and others which function together so that there is optimum organizational productivity. This enhances the quality of decision making process as there are a number of stakeholders. The individuals contribute their cultural background and the psychological attributes to the decision making process, which enriches the quality of the decisions. Topic Sentence B2B marketing is benefitted from the customer loyalty of the modern day workplaces, which focus on extensive marketing campaigns to attract the potential customers as well as the existing customers. Supporting Evidence (Kotler et al., 2015) who discusses The modern day organizations rely heavily on the marketing campaigns. The increased marketing activities increase the brand visibility which leads to greater number of prospective buyers. The increased use of cross selling drives the organizations to offer unique products to the customers. The B2B customers get useful products at an attractive style, which generates interest to purchase the products. The organizations offer lucrative offers to the B2B customers, which are not available to masses or the general public. The B2B markets should derive strategic advantage. It not only requires the customer loyalty, but it also requires the product differentiation. The customers require dependable delivery services, collaboration and sufficient level of responsiveness from their B2B partners. It is also important to focus on the strategic and economic value of the business so that the B2B clients can trust them. The creation of trust leads to the creation of the customer loyalty, which is the fundamental factor in the B2B process. Conclusion The modern workplace is transforming the dynamics of the business-to-business marketing. The B2B marketing process requires a flexible approach rather than a rigid one. The objectives of the B2B marketing include the creation of a long term relationship with the client and the creation of the brand associates. There is no fixed formula for creating the relationships with the client; rather a customized approach must be adopted and. It must suit the preferences of the individual B2B clients and hence there is a need to adopt flexible approach. The digital marketing is a common trend of the modern day organizations. It leads to enhanced customer satisfaction, more number of sales and instant communications with the clients. The B2B customers use multiple sources of communication such as websites, seminars, conferences, surveys, whitepapers and others. The social media network is extremely popular in the B2B marketing domain. The organizations are engaging in customer engagement measure s so that there is more number of repeat customers. This would lead to an increase in the profit generation margin of the organization. The modern organizations are characterized by complex decision making process, which leads to efficient B2B marketing. The B2B marketing and the modern workplace are characterized by the evaluation of the alternatives and deriving a decision from them. The complex structure of a modern day workplace leads to efficient decision taking abilities regarding the process of B2b marketing. References Badinelli, R., Barile, S., Ng, I., Polese, F., Saviano, M., Di Nauta, P. (2012). Viable service systems and decision making in service management.Journal of Service Management,23(4), 498-526. Brennan, R. (2014).Business-to-business Marketing(pp. 83-86). Springer New York. Halbesleben, J. R., Wheeler, A. R., Shanine, K. K. (2013). The moderating role of attention-deficit/hyperactivity disorder in the work engagementperformance process.Journal of Occupational Health Psychology,18(2), 132. Johnson, J.S. Sohi, R.S., 2013, March. . the implementation of new marketing strategies by business-to-business salespeople: the constraining factor model. inrobert mittelstaedt doctoral symposium proceedings (p. 1). 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