Nature of Business Marketing: Business Marketing Concept, Business vs. Consumer Marketing, Economics of Industrial demand, Types of Industrial Markets, Types of BusinessCustomers, Classifying Industrial Products & Services, Business customers purchaseorientations, Organizational Procurement Characteristics, Environment Analysis in Business Marketing.
Organizational Buying Behaviour: Organizational Buying Process, Types of purchases / buying situations, Buying Centre Concept, Inter Personal Dynamics of Business Buying Behaviour, Roles of Buying centre, Conflict Resolution in Decision, The Webster & Wind model of Organizational Buying Behaviour, Ethics in Purchasing.
Business Marketing Research: Differences between B2C & B2B Marketing Research, Marketing Research Process, The Standard Industrial Classification (SIC), Research Methods, Sales Forecasting Approaches, Top-Down, Bottom-up approaches.
Market Segmentation: Segmenting, Targeting and Positioning of Business Market, Value based segmentation, Model for segmenting the organizational Market.
Product & Brand Strategy: Developing Product Strategy, Analyzing Industrial Product LifeCycle, Developing Strategies for new and existing products, Branding process & Brand strategy.
Business Service Marketing: Special Challenges
Formulating Channel Strategy: Nature of Business Marketing channels, Intermediaries, Directand Indirect Channels, Channel Objectives, Channel Design, Managing Channel Members, Selection and Motivation of Channel Members, Channel conflicts, SCM, Logistics Management,Customer Service, Major cost centres of Market Logistics.
Pricing Strategies: Price Determinants, Factors that Influence the Pricing Strategies, PricingMethods, concept of learning curves, Pricing Strategies, Pricing Policies, Terms of Payment,Competitive Bidding, Leasing
The Promotional Strategies: Communication Objectives, Role of B-2-B Advertising, SalesPromotion in Industrial Markets, Trade shows and Exhibitions.
Management of Sales Force:(10 Hours) Personal Selling, The Selling Process, Key Account Management, Managing the Industrial Sales Force, Organizing and controlling the industrial sales forceactivity, planning for sales force Deployment, Measuring the Effectiveness of Sales Force,Customer relationship Management Strategies for Business Markets, Ethical Issues.
B2B through E-Commerce: Business-to-Business forms of E-Commerce, Models for B2B ecommerce,Marketing strategy for the electronic market place.
Case Studies in Indian context only. (4 Hours)
Practical Components: