B2B and Services Marketing

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.