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 |