When B to B has to pass through customer

I wanted to react about a topic we had in class. We discussed about Lafarge, a french leading company in industrial materials. Lafarge propose to its customers some communication tools, to create their own advertisements, publicity, and then attract new customers. Then, Lafarge's customer raise their quantities sold per customer.

This example shows well how and why b to b company should regard more final customers. In the early 90s, Intel had the same technique, advertising their processors on TV, to create brand equity. Thus, customers new about the brand and its equity, and asked retailers to get computers processed by Intel. Therefore, Intel has more power on its customer, since final customers (or "the customers of its customers") want its products.

I had the same approach and idea while I was in PB Gelatin. Since arthritis has no cure, but couple of products helping people to cope with it, gelatin has to advertise and to be known by final customers, to convince nutraceutical companies to propose gelatin based products.

In my opinion, b to b company must get the awareness of final customers about their products, to gain negociation power on their customers, by giving to final customers added value, or advertising on them.