Unit III Case Study Marketing Excellence Upload
Name
Unit III Case Study
Professor
MBA 5501, Advanced Marketing
Marketing Excellence
General Electric
1. Discuss the importance of B-to-B marketing and a strong B-to-B brand to GE.
General Electric (GE) has utilized the Business to Business (B2B) relationship within their own organization and by structuring their business is a leader in the industry. It is only expected when one company works to support the other, creating a winning situation for both. (Kotler, 2012)
General Electric has developed five separate divisions, with a different focus for each; yet it they are all related and work in a way to support the growth of the other. By developing a strong customer base in one division, creates a trust factor for other divisions related to the GE name.
The divisions include Energy, Oil & Gas, Water and Process Technologies, Technology Infrastructure (Aviation, Enterprise Solutions, Healthcare, Transportation), GE Capital (Commercial Lending & Leasing, Consumer Financing, Energy Financial Services, GE Capital Aviation Services, Real Estate Financing), NBC Commercial (Cable, Film, Networks, Parks & Resorts), and Consumer & Industrial (Appliances, Consumer Electronics, Electrical Distribution, Lighting). (Kotler, 2012)
Products and services for these division, include, but not limited to, home appliances on one end of the spectrum and jet engines on the other. Security systems, wind turbines, and financial services and also among the products marketed under GE.
These efforts are evident to the enourmous success the organization received $161 billion in revenue in 2009. Making it so large that if each of its five business units were ranked separately, they all would appear in <emphasis>Fortune</emphasis> 200.” (Kotler, 2012)
2. Have “Imagination at Work,” “Ecomagination,” and “Healthymagination” successfully communicated GE’s focus on its newer endeavors? Why or why not?
GE launched several impressive campaigns that gave the company a new and
Unit III Case Study
Professor
MBA 5501, Advanced Marketing
Marketing Excellence
General Electric
1. Discuss the importance of B-to-B marketing and a strong B-to-B brand to GE.
General Electric (GE) has utilized the Business to Business (B2B) relationship within their own organization and by structuring their business is a leader in the industry. It is only expected when one company works to support the other, creating a winning situation for both. (Kotler, 2012)
General Electric has developed five separate divisions, with a different focus for each; yet it they are all related and work in a way to support the growth of the other. By developing a strong customer base in one division, creates a trust factor for other divisions related to the GE name.
The divisions include Energy, Oil & Gas, Water and Process Technologies, Technology Infrastructure (Aviation, Enterprise Solutions, Healthcare, Transportation), GE Capital (Commercial Lending & Leasing, Consumer Financing, Energy Financial Services, GE Capital Aviation Services, Real Estate Financing), NBC Commercial (Cable, Film, Networks, Parks & Resorts), and Consumer & Industrial (Appliances, Consumer Electronics, Electrical Distribution, Lighting). (Kotler, 2012)
Products and services for these division, include, but not limited to, home appliances on one end of the spectrum and jet engines on the other. Security systems, wind turbines, and financial services and also among the products marketed under GE.
These efforts are evident to the enourmous success the organization received $161 billion in revenue in 2009. Making it so large that if each of its five business units were ranked separately, they all would appear in <emphasis>Fortune</emphasis> 200.” (Kotler, 2012)
2. Have “Imagination at Work,” “Ecomagination,” and “Healthymagination” successfully communicated GE’s focus on its newer endeavors? Why or why not?
GE launched several impressive campaigns that gave the company a new and
References: Kotler, P., & Keller, K. (2012). Marketing management (14th [ed.]. ed.). Upper Saddle River, N.J.: Prentice Hall. World in Motion. (n.d.). Retrieved June 24, 2015, from http://www.ge.com/?utm_source=bing&utm_medium=cpc&utm_term=General_Electric&utm_campaign=Brand_GE_Exact General Electric Co. GE (U.S.: NYSE). (n.d.). Retrieved June 24, 2015, from http://quotes.wsj.com/GE