Vol.5 No.2 (May 2015)
How Suppliers Marketing Their Competence to Customers—From the Perspective of Customer Reference
Customer reference is a key tool and way for suppliers to marketing their competencies to cus-tomers in B2B markets. This paper put forward four methods of competence marketing based on the role of customer reference in marketing competence: showing referrer customer lists and their reference letters, communicating successful stories and customer cases, distributing news material and media reports about their technology successes, and arranging potential customers to visit referrer customer’s firm. These conclusions provide some new opinions and insights for other scholars to research this topic, and offer some different approaches for industrial suppliers to do marketing of competence to customers.
刘石兰 , 叶 娜 (2015) 供应商能力营销的方式—基于客户推荐的视角。 现代市场营销， 5， 25-29. doi: 10.12677/MOM.2015.52003
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 Gibbert, M., et al. (2006) What do we mean by “marketing” resources and competencies? A comment on Hooley, Greenley, Cadogan, and Fahey (JBR 2005). Journal of Business Research, 59, 148-151.
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 Helm, S. and Salminen, R.T. (2010) Basking in reflected glory: Using customer reference relationship to build reputation in industrial markets. Industrial Marketing Management, 39, 737-743.
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 Jalkala, A. and Salminen, R.T. (2010) Practices and functions of customer reference marketing-leveraging customer reference as marketing assets. Industrial Marketing Management, 39, 975-985.