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| Preface | |
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| The business marketing environment in the modern world | |
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| Aims and objectives | |
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| What is the business market? | |
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| Introduction | |
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| What is the business-to-business market? | |
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| Why business-to-business marketing? | |
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| Marketing definitions | |
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| Growth of business-to-business markets | |
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| Characteristics of business markets | |
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| Harmonisation of laws in business markets | |
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| Barriers to trade | |
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| Economic systems | |
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| Market classification | |
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| Regional markets for industrial goods and services | |
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| National markets for industrial goods and services | |
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| Global markets for industrial goods and services | |
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| Marketing trading types | |
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| B2B trading forms: organisational types | |
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| B2B selling in the not-for-profit sector | |
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| The need to understand the behaviour of organisations | |
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| Summary | |
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| Discussion questions | |
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| Case study - Web based | |
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| Bibliography | |
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| Understanding environment influences affecting organisational behaviour and markets | |
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| Aims and objectives | |
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| Macro-environmental factors influencing B2B organisational | |
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| Behaviour | |
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| Introduction | |
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| Wider environmental forces | |
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| Immediate environmental factors influencing organisational | |
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| Behaviour | |
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| Competitive influences | |
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| Customers and markets | |
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| Demand and supply in the economy | |
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| Managing demand | |
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| Derived demand | |
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| Other demand categories | |
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| Trends and shifts in demand | |
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| Measuring the level of demand | |
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| Demand potential and analysis | |
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| Market potential | |
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| Industry and market life cycles | |
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| Summary | |
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| Discussion questions | |
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| Case study - Web based | |
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| Bibliography | |
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| Decision making and segmenting business markets | |
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| Aims and objectives | |
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| Decision making in B2B organisations | |
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| Introduction - the purchase function | |
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| Ethics in business | |
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| Choosing a supplier | |
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| The decision-making unit (DMU) | |
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| The B2B decision-making process (DMP) | |
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| The buying decision difficulty (BDD) | |
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| Business-to-business segmentation | |
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| Why segment business markets? | |
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| Market segmentation | |
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| Information, marketing research and segmentation | |
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| Viability of segmentation | |
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| Segmentation methods in business-to-business markets | |
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| Macro and micro segmentation | |
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| Macro segmentation | |
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| Micro segmentation | |
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| Changing importance of segmentation factors | |
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| Market segmentation process | |
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| Identify the basis for market segmentation | |
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| Determine the important characteristics of each segment | |
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| Evaluate the market attractiveness of each segment | |
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| Segment selection | |
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| B2B corporate/product positioning | |
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| Develop a marketing mix strategy for each targeted segment | |
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| Summary | |
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| Discussion questions | |
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| Case study - Web based http://www.booksites.net/wright | |
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| Bibliography | |
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| Managing business products/services for strategic advantage | |
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| In business-to-business markets | |
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| Aims and objectives | |
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| Organisations, products and services | |
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| Introduction | |
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| B2B product definition | |
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| Types of business goods and services | |
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| Major product/service categories | |
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| Other B2B product categories | |
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| Importance of product/service purchase to buying company | |
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| Characteristics of B2B services | |
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| Strategic approach to marketing B2B products and services | |
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| Market research | |
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| Adding value to products | |
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| Basic benefits demanded in B2C and B2B markets | |
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| Value added process | |
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| Unique selling proposition (USP) | |
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| New product development in B2B marketing | |
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| Branding | |
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| What is a brand? | |
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| Corporate and product branding strategies | |
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| Advantages associated with branding | |
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| Packaging | |
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| Summary | |
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| Discussion questions | |
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| Case study - Web based http://www.booksites.net/wright | |
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| Bibliography | |
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| Managing business marketing channels | |
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| Aims and objectives | |
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| Evaluating strategic channel alternatives | |
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| Introduction | |
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| Channels of distribution in B2B markets | |
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| Methods used in direct channels of distribution | |
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| Indirect B2B channels of distribution | |
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| Disintermediation | |
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| Internet in the supply chain | |
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| Combination of direct and indirect distribution | |
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| Strategic channel selection | |
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| Strategic channel selection factors | |
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| Managing the supply chain relationship | |
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| B2B supply chain structures | |
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| The B2B supply chain | |
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| The value chain | |
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| Outsourcing | |
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| Leasing | |
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| Other business relationship forms | |
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| Management of logistics in B2B markets | |
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| Reverse logistics | |
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| B2B physical distribution | |
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| Transport and delivery methods | |
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| Other transport issues | |
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| Summary | |
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| Discussion questions | |
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| Case study - Web based http://www.booksites.net/wright | |
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| Bibliography | |
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| Pricing strategies for business markets | |
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| Aims and objectives | |
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| The meaning of price and marketing in business markets | |
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| Introduction | |
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| The business-to-business pricing process | |
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| Price and the B2B marketing mix | |
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| Strategic factors determining price | |
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| Price objectives and strategies | |
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| Costs | |
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| Customers and prices | |
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| Market structures and price | |
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| Price and levels of demand | |
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| Competitor response to price | |
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| Price and role of legislation in B2B markets | |
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| Other aspects of price in B2B marketing | |
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| Price and the concept of elasticity | |
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| Price negotiation | |
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| The internet and its effect on pricing | |
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| Price and global markets | |
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| Strategic and tactical methods for determining price | |
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| Tactical or secondary pricing methods | |
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| Summary | |
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| Discussion questions | |
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| Case study - Web based http://www.booksites.net/wright | |
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| Bibliography | |
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| Business-to-business strategic communications | |
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| Aims and objectives | |
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| Corporate and product business communications | |
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| Introduction | |
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| Corporate and business product communications | |
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| Internal marketing communications | |
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| Managing business-to-business marketing communications | |
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| Marketing, communications and corporate brand | |
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| Marketing communication strategies | |
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| Communication and promotional methods | |
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| Advertising | |
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| Point of purchase and merchandising in B2B | |
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| Public relations and publicity | |
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| The strategic role of personal selling in B2B markets | |
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| Differences in personal selling in B2B and B2C markets | |
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| Managing the sales force | |
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| Personal selling and other elements of the communication mix | |
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| Marketing communications and promotional campaigns | |
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| Summary | |
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| Discussion questions | |
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| Case study - Web based http://www.booksites.net/wright | |
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| Bibliography | |
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| Formulating business-to-business marketing strategy | |
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| Aims and objectives | |
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| The need for business marketing strategy | |
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| Introduction | |
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| Importance of strategic thinking | |
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| Involvement of all managers and all company functions | |
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| Levels of strategic decision making | |
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| CRM and customer retention schemes | |
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| Assessing competitive advantage | |
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| Strategic role of marketing | |
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| The B2B marketing planning process | |
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| Scope of strategic planning | |
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| Strategic situation analysis: Where are we now? | |
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| Strategic choice: Where do we want to go? | |
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| Strategic implementation: How are we going to get there? | |
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| Summary | |
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| Discussion questions | |
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| Case study - Web based http://www.booksites.net/wright | |
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| Bibliography | |
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| Strategic business approaches to different and changing market conditions | |
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| Aims and objectives | |
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| B2B strategic approaches to different markets | |
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| Introduction | |
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| Generic strategic approaches | |
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| Strategies across the industry, market and product life cycle | |
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| Business strategies in B2B international markets | |
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| The nature of B2B international markets | |
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| Foreign market entry | |
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| Direct international market entry | |
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| Global companies | |
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| International and global marketing structures | |
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| Future of national and international B2B marketing | |
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| Business strengths | |
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| Market challenges and future of global and business markets | |
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| Environmental concerns | |
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| Use of technology in the growth and maintenance of business | |
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| Strength | |
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| Business-to-business and new technology | |
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| Internet uses in both B2B and B2C markets | |
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| Strategic options on internet applications | |
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| Summary | |
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| Discussion questions | |
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| Case study - Web based http://www.booksites.net/wright | |
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| Bibliography | |
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| Understanding business marketing environments (Web based) | |
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| Aims and objectives | |
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| Information for understanding strategic and tactical decision making | |
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| Introduction | |
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| Information is power | |
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| Information-gathering process | |
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| Marketing information system (MIS) | |
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| The MIS process | |
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| The B2B marketing research process | |
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| Clear marketing objectives | |
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| Secondary research (desk research) | |
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| Primary research | |
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| B2B research in international markets | |
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| Strategic concerns with marketing research | |
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| Forecasting in B2B marketing | |
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| Marketing and sales forecasting | |
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| Forecasting techniques | |
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| Summary | |
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| Discussion questions | |
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| Case study | |
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| Bibliography | |
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| Index | |