B2B Marketing

Program Credit Course Code : PGPM : 3 : SL MM 603 Class of Sessions : 2012 : 30

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 Business Marketing Text and cases Industrial Marketing : Analysis, Planning & nd Control, 2 e Business Marketing Strategy Concepts & Application Business Marketing Management: A Strategic View of Industrial and Organizational Markets Business Marketing A Global Perspective, 1 Business Marketing Detailed Syllabus Introduction: Need to study business marketing, Customer value in business markets, business versus consumer markets, types of business customers, classification of industrial products and services. Environmental analysis in business markets.. Indian and global scenario. Chap 1 and 2 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
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AUTHOR / PUBLICATION Krishna K havaldar Reeder, Robert R et al. Prentice-Hall, India Rangan, V. Kasturi et al. Irwin McGraw Hill 1995 Hutt / Speh South Western Educational Publishing e Hayes / Jenster. Irwin/ McGraw-Hill - 1996 Malhotra, Naresh Business market intelligence Intelligence: Market research process, forecasting approaches,business market intelligence, 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. Chapter 6 and 13

Organizational Buying Behavior: Classification of business customers - Traders - Manufacturers - Service Buyer - Systems Buyer. Buying decision process, buying situations, Product Decision in Industrial Marketing: Buy grid, Buying center, Models of organizational buying behavior. Government / public sector buying Product definition, changes in product strategy, procedures .Buyer seller relationships Uncertainties, industrial PLC and strategies, Branding and brand Types buying orientation Types of Buyer seller building in business markets, product customization, relationships, managing relationships with suppliers, Make or buy decisions customers and distributors, conflicts and resolutions. Chpt 7 Strategic alliances with customers ,suppliers, competitors and government. Chpt 3 and 4 Pricing:.Meaning of price, factors influencing pricing decisions, pricing methods and strategies and
Detailed Syllabus The Class of 2012 Third Semester

policies, commercial terms and conditions, Role of leasing Chpt 12 Business to Business Communication:.Developing business communication program, role of sales promotion, public relations, media seminars, trade shows, Chpt 11 Managing Distribution: Business market channels, participants, channel design, and development,

managing channel members, logistics and physical distribution. Developing channels for customer services. Chpt 9 Managing services for business markets : Service quality, Marketing mix for business services, developing new services Chapter 13 Hutt and speh Recent Developments in Industrial Marketing:, eBusiness for Industrial Consumers, e-hubs, business portals , business networks. Cases

Faculty will decide on the cases.

Detailed Syllabus The Class of 2012

Third Semester

Suggested Schedule of Session Topic Introduction (Including case discussion) Demand Issues (Including case discussion) Organizational Buying Behavior (Including case discussion) Business market Intelligence (Including case discussion) Marketing Strategies (Including case discussion) Product Decision (Including case discussion) Pricing (Including case discussion) Business to Business Communication (Including case discussion) Managing Distribution (Including case discussion) Marketing of Services (Including case discussion) Recent Developments in Industrial Marketing (Including case discussion) Total No. of Sessions 2 2 4 3 4 3 3 2 2 3 2 30

Detailed Syllabus The Class of 2012

Third Semester 9