Table of Contents
MK 4510: Business-to-Business Marketing M 4:30 p.m. - 7:00 p.m. Spring 2000
1. Introduction to Business-to-Business Marketing
Business-to-Business Marketing: Definition
Classification of Customers
Classification of Goods Purchased
Business marketing vs. Consumer Marketing
PPT Slide
2. The Business Market: Perspectives on the Organizational Buyer
Commercial Enterprises
Governments
Terms in the Commerce Business Daily: IFB, RFP, RFQ
Institutional Market
3. Organizational Buying Behavior
Stages in the Organizational Buying Process
Forces Shaping Organizational Buying Behavior
Environmental Forces
Organizational Forces
Group Forces
Individual Forces
4. Relationship Strategies for Business Markets
How customers measure value and performance
Relationship Management
The account behavior spectrum
Buyer’s Behavior Along Lost-for-Good and Always-a-Share Spectrum
5. Business Marketing Intelligence
NAICS: Some Facts
… NAICS: Some Facts
…NAICS: Some Facts
Uses
6. Market Segmentation Variables
Method: Cluster Analysis
An Example: Objective
Cluster Analysis Example
Cluster Analysis
Demand Characteristics of Two Clusters
Demand Characteristics of Two Clusters
7. Organizational Demand Analysis
Definitions
Determining Market and Sales Potential
PPT Slide
PPT Slide
Market Surveys
Qualitative and Quantitative Methods
Time Series Analysis
An Example of Time Series Analysis
Moving Average
Moving Average
Exponential Smoothing
Exponential Smoothing
Evaluating Qualitative and Quantitative Techniques
10-11. Product Strategy
13. Managing Business Marketing Channels
Stages in Channel Design
14. Industrial Marketing Channels: The Logistical Interface
Inventory Management
Choosing a Public Warehouse
...Choosing a Public Warehouse
Criteria for Choosing a Transportation Mode
15. Managing the Industrial Pricing Function
PPT Slide
Winning Bid Approach
PPT Slide
Average Opponent Approach
PPT Slide
Specific Opponent Approach
PPT Slide
Determining the Best Bid
PPT Slide
16. Trade Shows
17. Team Selling
Team Selling
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