Price-Quality Matrix as a Strategic Tool for Segmental Communication for B2B Market: A Study on Builders of Jamshedpur

SIT Journal of Management. Vol. 5. Issue. 1. pp-12-28 (2015)

17 Pages Posted: 17 Aug 2015

See all articles by Koushik Dutta

Koushik Dutta

School of Management Sciences, Indian Institute of Engineering Science and Technology, Shibpur.; Vodafone Mobile Services Limited

Sumanta Deb

Bengal Engineering and Science University

Date Written: August 16, 2015

Abstract

B2B market has always been a major source of revenue for the industries. For the long run, these B2B buyers are treated as “assets” rather than customers. Therefore, relationship marketing is very much important for B2B market for sustaining in the long run and B2B relationship helps in meeting mutual benefits for both the parties. But, the problem with B2B communication is that it is not a “one-size-fit-all” approach like B2C market. This purpose of this paper is to identify important factors of B2B buying behaviour based on primary data and literature review and see how these factors help in developing a segmental communication strategy for various types’ buyers specifically to achieve long term B2B relationship. This paper suggests the strategies like direct and indirect communication which helps in building trust and relationship among buyer and seller to sustain in long run.

Keywords: B2B market, B2B buying behaviour, relationship marketing, direct marketing, strategic marketing, Price-Quality matrix

Suggested Citation

Dutta, Koushik and Deb, Sumanta, Price-Quality Matrix as a Strategic Tool for Segmental Communication for B2B Market: A Study on Builders of Jamshedpur (August 16, 2015). SIT Journal of Management. Vol. 5. Issue. 1. pp-12-28 (2015), Available at SSRN: https://ssrn.com/abstract=2645284

Koushik Dutta (Contact Author)

School of Management Sciences, Indian Institute of Engineering Science and Technology, Shibpur. ( email )

Room No 201, Hostel 14
IIEST Shibpur,
Howrah, West Bengal 711103
India
+919635044445 (Phone)
9635044445 (Fax)

HOME PAGE: http://www.ekoushik.com

Vodafone Mobile Services Limited ( email )

United States

Sumanta Deb

Bengal Engineering and Science University ( email )

P.O. - Botanic Garden, Howrah
West Bengal, 711103
India

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