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

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

Ray Wright

(2003)

Additional Information

Book Details

Abstract

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 postgraduates, 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

Table of Contents

Section Title Page Action Price
Cover Cover
Business-to-Business Marketing i
Contents vii
Preface xiii
The business marketing environment in the modern world 1
Aims and objectives 1
What is the business market? 1
Introduction 1
What is the business-to-business market? 2
Why business-to-business marketing? 5
Marketing definitions 6
Growth of business-to-business markets 9
Characteristics of business markets 15
Harmonisation of laws in business markets 15
Barriers to trade 20
Economic systems 24
Market classification 32
Regional markets for industrial goods and services 33
National markets for industrial goods and services 33
Global markets for industrial goods and services 33
Marketing trading types 35
B2B trading forms: organisational types 40
B2B selling in the not-for-profit sector 51
The need to understand the behaviour oforganisations 53
Summary 55
Discussion questions 55
Bibliography 56
Understanding environmentinfluences affecting organisational behaviourand markets 58
Aims and objectives 58
Macro-environmental factors influencing B2Borganisational behaviour 58
Introduction 58
Wider environmental forces 59
Immediate environmental factors influencingorganisational behaviour 73
Competitive influences 73
Customers and markets 81
Demand and supply in the economy 85
Managing demand 86
Derived demand 86
Other demand categories 88
Trends and shifts in demand 90
Measuring the level of demand 93
Demand potential and analysis 94
Market potential 95
Industry and market life cycles 97
Summary 98
Discussion questions 99
Bibliography 100
Understanding business marketing environments 101
Aims and objectives 101
Information for understanding strategic andtactical decision making 101
Introduction 101
Information is power 102
Information-gathering process 108
Marketing information system 109
The MkIS process 110
The B2B marketing research process 118
Clear marketing objectives 118
Secondary research (desk research) 119
B2B primary research 127
B2B research in international markets 139
Strategic concerns with marketing research 141
Forecasting in B2B marketing 142
Summary 143
Discussion questions 143
Bibliography 144
Decision making and segmenting business markets 145
Aims and objectives 145
Decision making in B2B organisations 145
Introduction 145
Ethics in business 146
Choosing a supplier 149
The decision-making unit (DMU) 151
The B2B decision-making process (DMP) 156
The buying decision difficulty (BDD) 161
Business-to-business segmentation 165
Why segment business markets? 165
Market segmentation 166
Information, marketing research and segmentation 166
Viability of segmentation 168
Segmentation methods in business-to-businessmarkets 173
Macro and micro segmentation 173
Macro segmentation 173
Micro segmentation 182
Changing importance of segmentation factors 190
Market segmentation process 192
Identify the basis for market segmentation 192
Determine the important characteristics ofeach segment 193
Evaluate the market attractiveness of each segment 194
Segment selection 196
B2B corporate/product positioning 198
Develop a marketing mix strategy for eachtargeted segment 200
Summary 201
Discussion questions 202
Bibliography 202
Managing business products/services for strategic advantagein business-to-business markets 204
Aims and objectives 204
Organisations, products and services 204
Introduction 204
B2B product definition 205
Types of business goods and services 206
Major product/service categories 206
Other B2B product categories 213
Importance of product/service purchase tobuying company 217
Market research 222
Adding value to the products 225
Basic Benefits demanded in B2C and B2B markets 225
The value added process 226
Unique Selling Proposition (USP) 229
New Product Development in B2B marketing 231
Branding 237
What is a brand? 237
Corporate and product branding strategies 239
Advantages associated with branding 242
Packaging 245
Summary 249
Discussion questions 250
Bibliography 251
Managing business marketingchannels 253
Aims and objectives 253
Evaluating strategic channel alternatives 253
Introduction 253
Channels of distribution in B2B markets 254
Direct channels of distribution 255
Methods used in direct channels of distribution 258
Indirect B2B channels of distribution 261
Disintermediation 266
The internet in the supply chain 267
Combination of direct and indirect distribution 268
Strategic channel selection 270
Strategic channel selection factors 273
Managing the supply chain relationship 275
B2B supply chain structures 275
The B2B supply chain 280
The value chain 280
Outsourcing 289
Leasing 292
Other business relationship forms 293
Management of logistics in B2B markets 296
Reverse logistics 296
B2B physical distribution 296
Other transport issues 310
Summary 312
Discussion questions 313
Bibliography 314
Pricing strategies for business markets 316
Aims and objectives 316
The meaning of price and marketing inbusiness markets 316
Introduction 316
The business-to-business pricing process 317
Price and the B2B marketing mix 318
Strategic factors determining price 326
Price objectives and strategies 326
Costs 336
Customers and prices 341
Market structures and price 343
Price and levels of demand 345
Competitor response to pricing 346
Price and role of legislation in B2B markets 346
Other aspects of price in B2B marketing 348
Price and the concept of elasticity 348
Price negotiation 349
The internet and its effect on pricing 351
Price and global markets 353
Strategic and tactical methods for determining price 354
Tactical or secondary pricing methods 356
Summary 360
Discussion questions 361
Bibliography 361
Business-to-business strategic communications 363
Aims and objectives 363
Corporate and marketing communications 363
Introduction 363
Corporate and marketing communications 366
Internal marketing communications 372
Managing business-to-business marketingcommunications 375
Marketing, communications and corporate brand 375
Marketing communication strategies 376
Communication and promotional methods 378
Advertising 382
Point-of-purchase and merchandising in B2B 396
Public relations and publicity 399
The strategic role of personal selling in B2B markets 403
Differences in personal selling in B2B andB2C markets 403
Managing the sales force 408
Personal selling and other elements of thecommunication mix 411
Marketing communications and promotionalcampaigns 412
Summary 420
Discussion questions 421
Bibliography 421
Formulating business-to-business marketing strategy 423
Aims and objectives 423
The need for business marketing strategy 423
Introduction 423
Importance of strategic thinking 424
Involvement of managers and all company functions 428
Levels of strategic decision making 431
CRM and customer retention schemes 433
Assessing competitive advantage 436
Strategic role of marketing 438
The B2B marketing planning process 439
Scope of strategic planning 440
Strategic situation analysis: Where are we now? 440
Strategic choice: Where do we want to go? 449
Strategic implementation: How are we going toget there? 462
Summary 469
Discussion questions 470
Bibliography 471
Strategic business approaches to different and changing market conditions 473
Aims and objectives 473
Future of national and international B2B marketing 473
Business strengths 474
Market challenges and future of global andbusiness markets 477
Environmental concerns 478
Use of technology in the growth and maintenanceof business strength 481
Business-to-business and new technology 481
Internet uses in both B2B and B2C markets 486
Strategic options on internet applications 491
Summary 494
Bibliography 495
Index 497