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 |