B2B Marketing

MBA (18MBA403A) 

B2B MARKETING

Module-I

Introduction to Business Marketing: The Importance of Business Marketing, Business Marketing Vs Consumer Marketing, Type of Business Customer, Type of Business Products, Understanding Business Market & Environment, Organisational Buying and Buying Behavior, Buying Decision Making Process, Buying Grid, Buying Centre, Roles in the Buying Centre.

Module-II

Segmentation, Targeting and Positioning of Business Marketing: Segmentation Criteria – Company Characteristics, Buying Process, Benefits Sought, Targeting – Selection of Right Segment, Differential – Value Creation in Marketing Mix, Relationship Development for High Performance, Pricing and Bidding, Role of Branding in B2B Marketing.

Module-III

Distribution Management: Types of Business Channel Intermediaries, Channel Functions, Business Market Channel Design – Design Criteria and Strategy, Logistic Management – Need & Importance in Business Marketing, Tendering and Quotation Management, Negation Skill, Market Logistics Decision: Logistics Activities in Supply Chain Management, Order Processing Transportation Mode, Warehousing, Inventory Management, Cost Control in S.C.M., Reverse Logistics.