How Suppliers Marketing Their Competence to Customers—From the Perspective of Customer Reference
Abstract: 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.
文章引用: 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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