B2B Marketing Management

Module 1: B2B Marketing                                                    7 hours

B2B-Introduction, Significance and Concept of B2B Marketing. Business Markets, Characteristics. Classification of Business Products and Markets.

Module 2: Purchasing Behaviour                                         7 hours

Factors Affecting Purchasing Decisions, Purchasing Orientation, Segmenting Purchase Categories. Purchase Process- Variations. Buying Situations and Marketer Actions. Online Buying.

Traditional Marketing Approach- Uncertainties of Buyer and Supplier/ Marketer. Supplier Uncertainties. Relationship Variables. Impact of IT. Inter-Firm Relationships and Networks. Case Study

Module 3: B2B strategy and Market Segmentation            7 hours

Process, Approach. Responsible Strategy-CSR and Sustainability, Customer Value and Strategy.

Researching B2B Markets. Standard Industrial Classification.

B2B Market Segmentation- Significance of Segmentation. Basis of Segmentation. Challenges of Segmentation in B2B Markets. B2B Positioning. Case Study.

Module 4: Market Communication                                      7 hours

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 Fulfilment-Relationship Building. Case Study.

Module 5: Relationship Portfolio & Key Account Management                                              7 hours

Principles of Portfolio Management, Identifying Key Accounts, Classification Criteria. Relationship Life-Cycle, Declassification, Managing Loyalty. Case Study.

Assignment: Implementing KAM

Module 6: B2B product Offerings and Price Setting                                                                5 hours

Elements of B2B Offering, Strategic Tools for Managing Product Offerings, Managing Innovation in the B2B Context.

Price Setting in B2B markets- 3 C’s of Pricing-Cost, Customer and Competition-Pricing- Strategy, Price Positioning, Role of Sales Force in Pricing, Bid Pricing, Internet Auctions, Ethical Aspects of B2B Pricing.

Case Study