Chapter+6

=Business Markets and Business Buyer Behavior=

Marketing Team: Najiba, Rikke T., Christina, Rasmus, Nicholas, Oliver

Present on November 15

Business to Business companies also reaches out to the final buyers:





**Dow Plastics: "//If You Win, We Win"//**
Dow Plastics, the motto is " If you win, we win"


 * What do they do?**

They are selling plastics to other successful companies, like - Nokia and BMW. They are helping other companies with creating customer value, and customer satisfaction. It's helping the business that buy its plastics to be heroes with their own customers.

These findings led to a positioning strategy that went far beyond simply good products and delivering them on time. Dow Plastics set out to build deeper relationships with business customers. The organization wasn't just selling products and services: It was partnering with customers to help them win with their own final consumers.

This new philosophy got Dow out of selling plastics and into selling customer success. - The new problem was now to satisfy and helping customers' customers.

The customer success philosophy has come to permeate everything Dow Plastic does. Dow plastics doesn't just sell to it's business customers; it works //with// them to grow and succeed //together//. Now, whenever they have to find a new product or service, they still themselves this question: "How does this fit with — //"We don't succeed unless you do"?//

For example, BMW had some of the world's most demanding customers. BMW owners want high performance, but they also want reasonable prices and fuel economy.



To help deliver more value to its customers, BMW looks for two important attributes in every vehicle component: cost savings and weight reduction.

Selling customer success had turned Dow Plastics into a world-leading supplier of plastic resins and material science innovations. Plastics now account for about half of Dow chemical's $ 57 billion in annual revenues. It works closely with customers in every stage of production development.

The following are consecutive stages in the business buying process:
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