Business Marketing

Syllabus

MBA - MM-402

Business Marketing

Business Marketing: Concept, Importance, Business versus Consumer Marketing, Nature of Industrial Demand, Reseller Market; Understanding B2B Markets- Types of Organizational Customers and their Purchasing Policies, Business Products Classification and Marketing Implications

Organizational Buying Decisions- Objectives in Organizational Buying,
Buy-phases in Purchasing Decision Process, Buying Situations, Buygrid Framework; Buying Centre Roles and Influencers; Models of Business Buyer Behavior- Sheth Model and Webster and Wind Model; Assessing Business Opportunities- Role of Marketing Research, Research Objectives and Process in B2B Markets.

Segmenting the Business Markets and Evaluating the Potential Segments, Target Marketing and Product Positioning. Industrial Product Decisions- Product Development Strategy, Developing Business Products, Product Revitalization or Elimination; Product Pricing- Pricing Objectives, Costs in Industrial Pricing, Pricing Methods, Transfer Pricing, Geographic Pricing, Leasing; Business Marketing Logistics and Physical Distribution, Designing Communication Strategies for Business Markets.