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Home » Small Business Doesn't Seem to Care Much for How Big Business Markets Its Products, Services

Small Business Doesn't Seem to Care Much for How Big Business Markets Its Products, Services

January 29, 2014
Bloomberg BusinessWeek

That's according to a recent report from the CMO Council, a trade group that surveyed 160 senior marketing executives at companies that included Capital One, SAP and OfficeMax. Seventy percent of respondents said selling to small and mid-sized businesses is "extremely important" to them, but only five percent said small businesses view big brands "very positively."

"That's kind of painful," says Liz Miller, a senior vice president at the trade group, whose 7,000-plus members spend more than $350bn on marketing each year. "You say the market is critical, you say it's going to be more important over three years, but then you say that [small business owners] don't really like you."

One reason Main Street isn't over the moon for Big Corporate: Large brands tend to lump small business into one category, says Harris, failing to adjust their sales approaches when calling on, say, an architecture firm or a tech startup. (The federal government, on the other hand, has hundreds of categories for small businesses.)

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Keywords: Big Business, SMEs, value chain, supply chain management, supply chain & marketing

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KEYWORDS Big Business Bloomberg BusinessWeek Business Strategy Alignment Global Supply Chain Management Retail SMEs supply chain & marketing Supply Chain Analysis & Consulting Supply Chain Management Supply Chain Management: Business Strategy Alignment Value chain
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