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    B2B Marketing: Objective

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    wealth88
    This course provides an overview of business-to-business marketing strategies and concepts. The course is designed to help students understand business markets and derived demand. It will focus on identifying customer needs in business markets and developing an appropriate marketing mix. The course covers topics such as organizational buying behavior, marketing intelligence, marketing strategies, product decisions, pricing approaches, distribution management, and recent developments in industrial marketing. Students will analyze case studies to apply concepts from each topic area.

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    B2B Marketing: Objective

    Uploaded by

    wealth88
    223 views3 pages
    This course provides an overview of business-to-business marketing strategies and concepts. The course is designed to help students understand business markets and derived demand. It will focus on identifying customer needs in business markets and developing an appropriate marketing mix. The course covers topics such as organizational buying behavior, marketing intelligence, marketing strategies, product decisions, pricing approaches, distribution management, and recent developments in industrial marketing. Students will analyze case studies to apply concepts from each topic area.

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    This course provides an overview of business-to-business marketing strategies and concepts. The course is designed to help students understand business markets and derived demand. It will focus on identifying customer needs in business markets and developing an appropriate marketing mix. The course covers topics such as organizational buying behavior, marketing intelligence, marketing strategies, product decisions, pricing approaches, distribution management, and recent developments in industrial marketing. Students will analyze case studies to apply concepts from each topic area.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    223 views3 pages

    B2B Marketing: Objective

    Uploaded by

    wealth88
    This course provides an overview of business-to-business marketing strategies and concepts. The course is designed to help students understand business markets and derived demand. It will focus on identifying customer needs in business markets and developing an appropriate marketing mix. The course covers topics such as organizational buying behavior, marketing intelligence, marketing strategies, product decisions, pricing approaches, distribution management, and recent developments in industrial marketing. Students will analyze case studies to apply concepts from each topic area.

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    Download as pdf or txt
    of 3

    B2B Marketing

    Program : MBA Class of : 2011


    Credit : 3 Sessions : 33
    Course Code : SL MM 603

    Objective
    This course is designed for any student aspiring to develop a greater understanding of Business markets and derived
    demand. The course focuses essentially upon
    i). how to focus on Customers’ customer and What drivers the Business customers in this Pursuit
    ii). how to identify and relate the marketing mix for Business markets.

    REFERENCE BOOKS AUTHOR / PUBLICATION


    Industrial Marketing Reder Brierty & Reder-PHI
    Industrial Marketing IUP
    Industrial Marketing : Analysis, Planning & Reeder, Robert R et al. Prentice-Hall, India
    Control, 2nd e
    Business Marketing Strategy –Concepts & Rangan, V. Kasturi et al. Irwin McGraw Hill -
    Application 1995
    Business Marketing Management: A Strategic Hutt / Speh – South Western Educational
    View of Industrial and Organizational Markets Publishing
    Business Marketing – A Global Perspective, 1st e Hayes / Jenster. Irwin/ McGraw-Hill - 1996
    Business Marketing Malhotra, Naresh

    Detailed Syllabus
    Introduction: The Need to Study Industrial Marketing - Volume of Trade Linked to Industrial Markets - Indian and
    the Global Scenario. Consumer versus Business markets. Business marketing environment Classification of
    Business products
    Demand Issues: Concepts of Derived Demand - Short Term and Long Term Demand Issues - - Nature of derived
    demand, cross elastic demand, fluctuating demand, bull whip effect, inelastic demand, stimulating demand.
    Economic Linkages to Demand Studies
    Organizational Buying Behavior: Classification of business customers - Traders - Manufacturers - Service Buyer
    - Systems Buyer. Buying decision process, buying situations, Buy grid, Buying center, Models of organizational
    buying behavior. Government / public sector buying procedures .Buyer seller relationships Uncertainties, Types
    buying orientation Types of Buyer seller relationships, managing relationships with suppliers, customers and
    distributors, conflicts and resolutions. Strategic alliances with customers ,suppliers, competitors and government.
    Industrial Marketing Intelligence: Assessing market opportunities. The marketing intelligence system, industrial
    marketing research, research process, demand analysis.
    Marketing Strategies: Formulation of Marketing Strategies for Industrial Products – Concept of strategic planning,
    Role of marketing in strategic planning, Marketing strategies, planning process, tools for designing Business
    marketing strategies Industrial Market Segmenting, Targeting and Positioning –Segmenting the business market,
    criteria, Bases, Evaluating segments, targeting strategies, positioning. Nesting- a typical business market
    segmentation process.
    Product Decision in Industrial Marketing:
    Make or Buy Decisions - Vendor Development and Management, Product Bundling, Product Revival. New product
    development, First to market versus follower, initiatives, adoption and diffusion process.. New product testing in
    business markets. Role of branding in Business markets
    Pricing: Types, methods and strategies, factors affecting pricing, pricing across PLC, competitive bidding, Types
    of discounts, Price negotiations, Leasing, Perspectives of contracts, Reverse Bidding (Online business auctions).
    Value analysis, Total cost of ownership, Concepts of Cost, price, value, Profits and customer surplus. Importance of
    pre tendering and tendering activities.
    Business to Business Communication: The Media - Seminars - Trade Shows - Demonstration - Simulation. Role
    of advertising as a major support to sales force and channel.
    Managing Distribution: Managing Distribution Channel structure, design, intermediaries, selecting intermediaries,
    managing relationships
    Marketing of Services to Industrial Markets: Industrial Repairs & Services Marketing, Maintenance Services,
    Annual Maintenance Contract, Outsourcing Servicing
    Recent Developments in Industrial Marketing: Measuring Marketing Performance, e-Business for Industrial
    Consumers, e-Supply chains in industrial markets.
    Cases
    Faculty will be handling eight or more cases
    Industrial Designing in India: Waking up to the Global Demand
    Intel - The Component Branding Saga
    Bosch’s Initiatives to Avoid Inventory Buildup
    ‘Cost Erosion’ at Tata Motors
    Information Technology Outsourcing at BBC
    Danfoss’ Business Strategy in China
    Qube: Market Development for Digital Cinema
    CONCOR: No More a Monopoly
    Microsoft’s Strategy for Small Businesses (A): The Innovative PR Campaign for MS Office Accounting 2007
    Punj Lloyd: Marching Ahead at Brisk Pace; (B): Marketing MS Office Live
    The Gujarat Government: Wooing Investors
    SAP India Targets Small and Medium Businesses
    TetraPak’s Packaging Innovations
    Technology in Measuring Promotional Performance
    Natureworks: Market Development for Bioplastics
    Navman: The Resale Price Maintenance Controversy
    NTPC – Reliance: Conflict Over Gas Supply
    Hanover Messe: An Industrial Trade Fair
    AMD – Channel Support Strategies
    Corporate Catering by RKHS in India
    Rolls-Royce – A Manufacturer at Your Service
    Metaljunction.com: Redefining E-commerce Business in the Indian Industry
    Source: Case Studies in Industrial Marketing
    Suggested Schedule of Session
    Topic No. of Sessions
    Introduction (Including case discussion) 2
    Demand Issues (Including case discussion) 2
    Organizational Buying Behavior (Including case discussion) 5
    Industrial Marketing Intelligence (Including case discussion) 3
    Marketing Strategies (Including case discussion) 4
    Product Decision (Including case discussion) 4
    Pricing (Including case discussion) 3
    Business to Business Communication (Including case discussion) 2
    Managing Distribution (Including case discussion) 2
    Marketing of Services (Including case discussion) 3
    Recent Developments in Industrial Marketing (Including case discussion) 3
    Total 33

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