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ISBN 10: 0273646478
ISBN 13: 9780273646471
Author: Ray Wright
Business-to-Business Marketing: A Step-by-Step Guide offers the reader a clear, cogent understanding of this newly-emerging and rapidly evolving sub-discipline. Ideal for college students, undergraduates and non-specialised 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, Business-to-Business Marketing: A Step-by-Step Guide, provides a comprehensive overview of an expansive sector to inspire the reader with confidence
What is the business-to-business market?
Why business-to-business marketing?
Marketing definitions
Growth of business-to-business markets
Harmonisation of laws in business markets
Barriers to trade
Economic systems
Market classification
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
Discussion questions
Bibliography
Introduction
Wider environmental forces
Competitive influences
Customers and markets
Demand and supply in the economy
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
Bibliography
Introduction
Information is power
Information-gathering process
Marketing information system
The MkIS process
Clear marketing objectives
Secondary research (desk research)
B2B primary research
B2B research in international markets
Strategic concerns with marketing research
Forecasting in B2B marketing
Discussion questions
Bibliography
Introduction
Ethics in business
Choosing a supplier
The decision-making unit (DMU)
The B2B decision-making process (DMP)
The buying decision difficulty (BDD)
Why segment business markets?
Information, marketing research and segmentation
Viability of segmentation
Macro segmentation
Micro segmentation
Changing importance of segmentation factors
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
Bibliography
Introduction
B2B product definition
Major product/service categories
Other B2B product categories
Importance of product/service purchase to buying company
Market research
Basic benefits demanded in B2C and B2B markets
The value added process
Unique Selling Proposition (USP)
New Product Development in B2B marketing
What is a brand?
Corporate and product branding strategies
Advantages associated with branding
Packaging
Summary
Discussion questions
Bibliography
Introduction
Channels of distribution in B2B markets
Direct channels of distribution
Methods used in direct channels of distribution
Indirect B2B channels of distribution
Disintermediation
The internet in the supply chain
Combination of direct and indirect distribution
Strategic channel selection
Strategic channel selection factors
B2B supply chain structures
The value chain
Outsourcing
Leasing
Other business relationship forms
B2B physical distribution
Other transport issues
Summary
Discussion questions
Bibliography
Introduction
The business-to-business pricing process
Price and the B2B marketing mix
Price objectives and strategies
Costs
Customers and prices
Market structures and price
Price and levels of demand
Price and role of legislation in B2B markets
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
Bibliography
Introduction
Corporate and marketing communications
Internal 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
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
Bibliography
Introduction
Importance of strategic thinking
Involvement of managers and all company functions
Levels of strategic decision making
CRM and customer retention schemes
Assessing competitive advantage
Strategic role of marketing
The B2B marketing planning process
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
Bibliography
Future of national and international B2B marketing
Business strengths
Market challenges and future of global and business markets
Environmental concerns
Business-to-business and new technology
Internet uses in both B2B and B2C markets
Strategic options on internet applications
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Tags: Ray Wright, marketing, business
