Fundamentals of Business-to-Business Marketing by Michael Kleinaltenkamp Wulff Plinke Ian Wilkinson & Ingmar Geiger

Author:Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson & Ingmar Geiger
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

As the foregoing paragraphs have shown, products and/or services offered in business-to-business markets typically are not “simple.” In contrary, in most cases the supplier’s offering builds a more or less complex solution using assortments of products and/or services that are created and offered to satisfy customer requirements. Such a solution thus represents a customized and integrated combination of products, services, and knowledge solving customer-specific problems (Sawhney, 2006; Storbacka, 2011). Its development, offering, and delivery are typically accompanied by longitudinal relational processes between the supplier and the customer (Tuli, Kohli, & Bharadwaj, 2007; Storbacka, 2011). Sometimes a charge is made for the design of this assortment, as when a firm commissions preliminary design, but they are often developed prior to any commitment by the buyer and at the supplier’s expense. The elements of such product service bundles can be distinguished in two ways:First, the degree to which a solution comprises tangible and intangible elements. This refers to the output of the production and/or delivery processes of a problem solving.

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