Marketingexcellencege 190601111929

Solution to Study Case “GE” (page 236)
1. Discuss GE's B-to-B marketing strategy. Why has the company been so successful
over the year at targeting such a large business audience?
B-to-B marketing is critical to GE because B-to-B market is huge and growing

rapidly. The company not only sell, but they also buy vast quantities. General Electric
(GE) is made up of five major divisions that operate in wide range industries: Energy
(Energy, Oil & Gas, Water and Process Technologies), GE Capital (Commercial
Lending & Leasing, Consumer Financing), NBC Commercial (Cable, Film, Networks,
Parks & Resorts), and Consumer & Industrial (Appliances, Consumer Electronics,
Electrical Distribution, Lighting). GE sells a diverse array of products and services
from home appliances to jet engines, security systems, wind turbines, and financial
services. GE revenues topped $161 billion in 2009, making it so large that if each of its
five businesses units were ranked separately, they all would appear in the Fortune 200.
Buying process is a long decision making process and there are many
participants in that process. B-to-B markets motivate companies to achieve technical
innovations and industrial improvement. As a result, B-to-B markets provide large
scale of revenue for GE. Since GE is a multi-purpose industry, it must ensure that all
the business that it works with are in fact treated like any business would do to its
consumers in order to receive customer’s satisfaction that lead to continued business
and loyalty.
The differences between B2B markets and B2C markets are listed below:
1) B2B buyers are long-term buyers
2) Limited number of buying in b2b markets
3) B2B buyers are more demanding
4) Products are often more complex
5) Business markets demand are inelastic
2. Have “Imagination at Work", “Ecomagination", and “Healthymagination"

successfully communicated GE's focus on its newer endeavors? Why or why not?
We thing that the three campaign have communicated GE’s focus on its newer
endeavors, here’s why:
 “Imagination at Work", which highlighted its renewed focus on innovation
and new technology in the company. The award-winning campaign promoted
units such as GE Aircraft Engines, GE Medical Systems, and GE Plastics,
focusing on the breadth of GE's product offerings. The slogan proves to
customers that they have technologically advanced products and that they are
more than just lighting and appliances.
 “Ecomagination”, highlighted company’s efforts to target towards an eco-
friendly to its products and services. This campaign is shown through use of
solar energy, lower-emission engines, and water purification technologies.
Through this campaign, GE has seen developments that can benefit previous
uses of technology that have produced damaging emission and high energy by
offering customers the ability to improve resource productivity, reduce
environmental impact, and improve business performance.
 “Healthymagination”, highlighted the company’s innovative technologies in
medical and health products to detect, prevent, and cure diseases. The primary
target of this campaign was to address three critical needs in the healthcare
industry, which are lower costs, increasing access, and improving quality of
care. As the requirement for healthcare is rising due to government
legislations, the rise in technological advances allow for GE to provide
healthcare facilities with better and improved equipment to give better service
to patients and combining low cost equipment.
GE initially spent over $150 million on corporate advertising, a significant

expenditure but one that created efficiencies by focusing on the core GE brand. The goal
was to unify these divisions under the GE brand while giving them a voice. “When you are
a company like ours, with 11 different business, brand is really important in pulling the
identity of the company together", said former Chief Marketing Officer Beth Comstock.
“Integration was important in communicating the brand across the organization and to all
of our constituents. GE's recent corporate campaign have united its business units, but it
success rests on its ability to understand the business market and the business buying
process, putting itself in the shoes of its business customers.

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Solution to Study Case “GE” (page 236)

B-to-B marketing is critical to GE because B-to-B market is huge and growing

2. Have “Imagination at Work", “Ecomagination", and “Healthymagination"

GE initially spent over $150 million on corporate advertising, a significant

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