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B2B and Services Marketing

ISBN- 978-93-5480-251-5
Authors- Dr. Saroj Kumar , Mrs. Tripti Singh Chowdhury
Tax excluded
ISBN- 978-93-5480-251-5
Authors- Dr. Saroj Kumar , Mrs. Tripti Singh Chowdhury
Syllabus
KMBNMK03
B2B & SERVICE MARKETING
Unit 1 (7 Hours)
Fundamentals of B2B Marketing: Consumer Market Vs Business Market, Classification of Business Products & Customers, Elements of B2B Offering, Strategic Tools for Managing Product Offerings.
Organisational Buying Behavior: Organisational Buying Process, Buying Situations, Buying Grid, Buying Center. Buyer Seller Relationships: Types, Managing Relationships with Suppliers, Customers and Distributors, CRM process, Strategic Alliances,
Unit 2 (7 Hours)
Market Communication Brand Expression, Communication Mix and Customer Acquisition Process. Relationship Communication, Sales Responsibilities. The Relationship Communication Process, Call Preparation, Selling to Low-priority and High-priority Customers. Value Selling and Consequences-Order Fulfillment-Relationship Building.
Marketing Distribution: Distinctive Nature, Channel Design, Managing and Administering Channel Members, Direct & Indirect Channels, Supply Chain and Logistics Management.
Unit 3 (7 Hours)
Pricing & Negotiation: Pricing Basics and Objectives, Price Models and Skills, Pricing Tactics, Negotiated Pricing. Price Setting in B2B Markets: 3 C’s of Pricing Cost, Customer and Competition Pricing Strategy, Price Positioning, Roles of Sales Force in Pricing, Bid Pricing, Internet Auctions, Ethical Aspects of B2B Pricing.
Managing the Personal Selling Function: Personal Selling, Industrial Sales Force Management, Sales Force Selection, Training, Control and Evaluation.
Unit 4 (6 Hours)
Service Design: Services vis-à-vis Goods, Customer Expectations and Perceptions of Services, the Gaps Model of Service Quality. Service Innovation & Design, Customer Defined Service Standards, Physical Evidence,
Unit 5 (9 Hours)
Delivering, Pricing and Managing Service Promise. Delivering Services: Role of Employees and Customers in Service Delivery; Demand and Capacity Management., Managing Service Promise: Pricing of Services: Pricing Considerations and Strategies, Role of Advertising, Personal Selling, Sales Promotion, Publicity and Public Relations.