The paper "Intel Corporation B2B Marketing" is a perfect example of a marketing case study. There are many convenient forms of marketing and conducting business, but these conventional forms are being phased out by the new business to business marketing strategy, commonly known as the B2B marketing strategy. The B2B strategy covers every transaction and relation or exchange of whichever kind between a business and other businesses as opposed to the ordinary relationship between a business and the consumer market. In this paper, the organization that will be focused on in the light of the B2B marketing strategy is the Intel Corporation.
Intel Corporation is so far the world’ s largest manufacturer and supplier of semiconductors and related computer applications. The Intel Corporation was founded in 1968, and its innovative microprocessor products became a breakthrough to the digital world because of the introduction of the microchip. Today, more than 80% of the entire world’ s computers use Intel’ s microprocessors. The Intel Corporation has many strategies in purchasing, and these strategies are applied differently according to the buying situation. The main situations in purchasing include straight re-buy, modified re-buy and new-task buying.
The Intel Corporation, being a corporation that has managed to be above all other similar corporations and competitors have a relationship management strategy in place. There is supplier relationship management (SRM) strategies and customer relationship management (CRM) strategies used by the Intel Corporation. Of all the conventional marketing methods, the B2B marketing strategy seems to work best for the Intel Corporation and for other organizations. 1.0 Introduction There are many convenient forms of marketing and conducting business, but these conventional forms are being phased out by the new business to business marketing strategy, commonly known as the B2B marketing strategy.
The B2B marketing strategy basically entails trade between enterprises, and these enterprises are not only customer enterprises but also supplying enterprises (Zimmerman, 2008). Therefore, the business with the B2B marketing strategy does its marketing relations both with its suppliers and its customers. Generally speaking, B2B covers every transaction and relation or exchange of whichever kind between a business and other businesses as opposed to the ordinary relationship between a business and the consumer market.
The business using the B2B marketing strategy buys from other businesses and sells to other businesses that need the organization’ s products for the manufacture of their products. However, there are other strategies such as business to government and business to consumer, B2G and B2C respectively (Haig, 2001). In this paper, the organization that will be focused on in the light of the B2B marketing strategy is the Intel Corporation. The Intel Corporation is a company that is known all over the world for the manufacture of semiconductors and other computer-related hardware or applications (Minnet, 2002).
This paper is going to focus on its B2B marketing strategy by studying its relations with the upstream suppliers and downstream customers the organization has. The various strategies used by Intel Corporation in purchasing situations will also be discussed and the B2B organizational structure will be illustrated and discussed. Also, ways through which customer relationship management strategies and supplier relationship management strategies can be implemented, improved or maintained will be discussed.
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