Business-to-Business Marketing
A Step-by-Step Guide

By Ray Wright
Financial Times / Pearson Education
March 2004
ISBN: 0-273-64647-8
536 Pages, Illustrated, 7 " x 9 "
$87.50 paper original

This book offers the reader a clear, cogent understanding of this newly-emerging and rapidly evolving sub-discipline. Ideal for college students, undergraduates and non-specialized post-graduates, as well as marketing practitioners, this book is designed specifically to explain the nuances of B2B marketing. With a wealth of local and global case studies, comparisons between B2B and B2C marketing and material linked questions, this book provides a comprehensive overview of an expansive sector to inspire the reader with confidence.

Features include: Comparisons between B2B and B2C marketing, Up-to-date examples reflecting national and international marketing needs, Case studies in each chapter based on local and global B2B examples, End-of-chapter questions linked to chapter material, Instructor and Student Resources. Ray Wright is Lecturer in Marketing at the Ashcroft International Business School at Anglia Polytechnic University. He is an experienced marketing author and consultant.

Chapter 1: The business marketing environment in the modern world Aims and objectives Part 1: What is the business market? Introduction What is the business-to-business market? Why business-to-business marketing? Marketing definitions Growth of business-to-business markets Part 2: Characteristics of business markets Harmonisation of laws in business markets Barriers to trade Economic systems Part 3: Market classification Regional markets for industrial goods and services National markets for industrial goods and services Global markets for industrial goods and services Marketing trading types B2B trading forms: organisational types B2B selling in the not-for-profit sector The need to understand the behaviour of organisations Summary Discussion questions Case study - Web based Bibliography

Chapter 2: Understanding environment influences affecting organisational behaviour and markets Aims and objectives Part 1: Macro-environmental factors influencing B2B organisational behaviour Introduction Wider environmental forces Part 2: Immediate environmental factors influencing organisational behaviour Competitive influences Customers and markets Part 3: Demand and supply in the economy Managing demand Derived demand Other demand categories Trends and shifts in demand Measuring the level of demand Demand potential and analysis Market potential Industry and market life cycles Summary Discussion questions Case study - Web based Bibliography

Chapter 3: Decision making and segmenting business markets Aims and objectives Part 1: Decision making in B2B organisations Introduction - the purchase function Ethics in business Choosing a supplier The decision-making unit (DMU) The B2B decision-making process (DMP) The buying decision difficulty (BDD) Part 2: Business-to-business segmentation Why segment business markets? Market segmentation Information, marketing research and segmentation Viability of segmentation Part 3: Segmentation methods in business-to-business markets Macro and micro segmentation Macro segmentation Micro segmentation Changing importance of segmentation factors Part 4: Market segmentation process Identify the basis for market segmentation Determine the important characteristics of each segment Evaluate the market attractiveness of each segment Segment selection B2B corporate/product positioning Develop a marketing mix strategy for each targeted segment Summary Discussion questions Case study - Web based Bibliography

Chapter 4: Managing business products/services for strategic advantage in business-to-business markets Aims and objectives Part 1: Organisations, products and services Introduction B2B product definition Types of business goods and services Major product/service categories Other B2B product categories Importance of product/service purchase to buying company Characteristics of B2B services Strategic approach to marketing B2B products and services Market research Part 2: Adding value to products Basic benefits demanded in B2C and B2B markets Value added process Unique selling proposition (USP) New product development in B2B marketing Part 3: Branding What is a brand? Corporate and product branding strategies Advantages associated with branding Packaging Summary Discussion questions Case study - Web based Bibliography

Chapter 5: Managing business marketing channels Aims and objectives Part 1: Evaluating strategic channel alternatives Introduction Channels of distribution in B2B markets Methods used in direct channels of distribution Indirect B2B channels of distribution Disintermediation Internet in the supply chain Combination of direct and indirect distribution Strategic channel selection Strategic channel selection factors Part 2: Managing the supply chain relationship B2B supply chain structures The B2B supply chain The value chain Outsourcing Leasing Other business relationship forms Part 3: Management of logistics in B2B markets Reverse logistics B2B physical distribution Transport and delivery methods Other transport issues Summary Discussion questions Case study - Web based Bibliography

Chapter 6: Pricing strategies for business markets Aims and objectives Part 1: The meaning of price and marketing in business markets Introduction The business-to-business pricing process Price and the B2B marketing mix Part 2: Strategic factors determining price Price objectives and strategies Costs Customers and prices Market structures and price Price and levels of demand Competitor response to price Price and role of legislation in B2B markets Part 3: Other aspects of price in B2B marketing Price and the concept of elasticity Price negotiation The internet and its effect on pricing Price and global markets Strategic and tactical methods for determining price Tactical or secondary pricing methods Summary Discussion questions Case study - Web based Bibliography

Chapter 7: Business-to-business strategic communications Aims and objectives Part 1: Corporate and product business communications Introduction Corporate and business product communications Internal marketing communications Part 2: Managing business-to-business marketing communications Marketing, communications and corporate brand Marketing communication strategies Communication and promotional methods Advertising Point of purchase and merchandising in B2B Public relations and publicity Part 3: The strategic role of personal selling in B2B markets Differences in personal selling in B2B and B2C markets Managing the sales force Personal selling and other elements of the communication mix Marketing communications and promotional campaigns Summary Discussion questions Case study - Web based Bibliography

Chapter 8: Formulating business-to-business marketing strategy Aims and objectives Part 1: The need for business marketing strategy Introduction Importance of strategic thinking Involvement of all managers and all company functions Levels of strategic decision making CRM and customer retention schemes Assessing competitive advantage Strategic role of marketing Part 2: The B2B marketing planning process Scope of strategic planning Strategic situation analysis: Where are we now? Strategic choice: Where do we want to go? Strategic implementation: How are we going to get there? Summary Discussion questions Case study - Web based Bibliography

Chapter 9: Strategic business approaches to different and changing market conditions Aims and objectives Part 1: B2B strategic approaches to different markets Introduction Generic strategic approaches Strategies across the industry, market and product life cycle Part 2: Business strategies in B2B international markets The nature of B2B international markets Foreign market entry Direct international market entry Global companies International and global marketing structures Part 3: Future of national and international B2B marketing Business strengths Market challenges and future of global and business markets Environmental concerns Part 4: Use of technology in the growth and maintenance of business strength Business-to-business and new technology Internet uses in both B2B and B2C markets Strategic options on internet applications Summary Discussion questions Case study - Web based Bibliography

Chapter 10: Understanding business marketing environments (Web based) Aims and objectives Part 1: Information for understanding strategic and tactical decision making Introduction Information is power Information-gathering process Marketing information system (MIS) The MIS process Part 2: The B2B marketing research process Clear marketing objectives Secondary research (desk research) Primary research B2B research in international markets Strategic concerns with marketing research Part 3: Forecasting in B2B marketing Marketing and sales forecasting Forecasting techniques

Summary. Discussion questions. Case study. Bibliography. Index.

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