Business-to-Business Marketing Term VIII Elective

Course Objectives To develop an understanding of the concepts and frameworks of Business-toBusiness market management (also referred to as B2B Marketing or Industrial Marketing). Develop critical analysis and problem-solving abilities with respect to business Markets . Gain a first-hand understanding of working relationships within and between firms in business markets. To explain how firms are to be understood as customers and to outline their varied purchasing orientations. To discuss significant differences in segmentation bases between business and consumer markets. Discuss few practical suggestions & provide guidelines for segmentation of business customers. To explain the role of technology in developing of new industrial product and the different steps of aggregate project plan for accomplishing the development objectives of the firm. Discuss the importance of customer orientation in new industrial product development and the role of external network in new industrial product development. To discuss the phenomenon of commodity magnet and the strategies that managers can adapt to beat the commodity magnet of industrial products in the maturity stage of the market life cycle. To discuss the importance of branding of industrial product and to outline the process of brand-building in B2B market. To discuss the concept of perceived value based pricing in business market and price negotiation based on perceived value pricing model. Discuss price negotiation for original equipment manufacturer (OEM). To explain the various steps for designing a customer driven distribution system and discuss the various issues in managing business market channels.

Course Description B2B Marketing encompasses those management activities that enable a supplier firm to understand, create, and deliver value to other businesses, governments, and / or institutional customers. In the context of these business markets, value is the worth in monetary terms of the economic, technical, service and social benefits a customer firm receives in exchange for the price it pays for a market offering. There are four guiding principles : Stress doing business across borders This course is designed to provide students with a good understanding of the concepts of B2B marketing. It helps them develop critical analysis and problem-solving abilities with respect to business market management. The classes have been organized in a format to facilitate intense learning, featuring thorough discussion and analyses of appropriate management cases Some Important Guidelines The utility of the course to the participant will depend largely on the ability of the participant to closely follow the readings and invest the required time to prepare for the sessions. The material presented in the prescribed textbook will not be covered in the class. It is expected that all participants will read the specified chapter(s) of the textbook BEFORE the session, before case preparation. Regularity in attending the sessions, preparing for the sessions before the class, and active participation in the learning are vital, especially since the course is fast-paced. Expect participants to be punctual for class.

Evaluation Quizzes There will be three quizzes during the course. The quizzes could be objective-type, but may not necessarily be multiple-choice type. They could essentially consist of short questions, which will require brief answers. The questions will be drawn from the chapters of the prescribed textbook, various concepts discussed in the class and the articles, as well as concepts that emerge from case discussions. The quizzes seek to assess each participants learning and mastery of important concepts covered in the course. Each of the three quizzes will carry a maximum of 10% course evaluation points. The quizzes will most likely be closed book. Group Presentation This component would comprise either case presentation or other scheduled presentations in select topics. Time for such presentations would usually be limited to 15 minutes per group. The grading is done on parameters like content, style (aural & visual), research and defense. During the course each group should have made at least 2 presentations. Group leaders should bring it to my attention if their group falls short of this norm. Volunteering presentations would be rewarded with positive grade. Conversely, declining an offer of impromptu presentation in the class may invite a negative grade for the group. Mid & End Terms Normally a case study is given. The case will be distributed once you are inside the exam hall. A case study in the exam would normally mean that you may carry text book / reference books / class notes and other reference material. Superior grades can be obtained if your answers have marketing insights which is beyond the obvious. All answers are to be written in bullet points. While lengthy answers are not penalized the guiding principle for better grades is certainly - brevity.

In summary, the allocation is as follows: Component Quizzes (3) Group Presentation Mid Term End Term Weightage 10 25 30 35

Your final grades will depend on consistent and superior performance in the class against each of the above components as well as your performance relative to other students in your class. Text book 1. Business Marketing : Connecting Strategy ,Relationships and Learning , F Robert Dwyer ,John F Tanner , 3e TMG

Reference Books 1. 2. 3. Business Marketing Management : B2B - Micheal D. Hutt & Thomas W Speh : 9th edition -India Edition : Cengage Learning Industrial Marketing -Analysis, Planning & Control - Robert R. Reeder, Edward G.Brierty, Beety H.Reeder 2e , Prentice Hall of India Business Marketing Strategy (1995): Shapiro, Kasturi Rangan, & Moriatry

Topics covered [Indicative, subject to minor changes]

Introduction to Business-to-Business Marketing Understanding Business Customers Buying Process and Behavior Segmentation of Business Market New Industrial Product Development Branding of Industrial Product Pricing of Industrial Products Distribution Channels for Industrial Products Managing Business Negotiations

SESSION PLAN: Session 1 & 2 Session 3 &4 Session 5 &6 Topic Essential Readings Topic Essential Readings Topic : Business Market Perspective : Textbook- Ch.1,&2 : 0rganisation Buyer Behavior : Textbook Ch 3&4 : Developing Selling Approach Relationships

& Managing Customer

Essential Readings

: Textbook Ch 5,6&13 and own points

Session 7

Topic Essential Readings

: Segmentation of Business Markets : Ch4&5 of Business Marketing Management : B2B - Micheal D. Hutt & Thomas W Speh th 9 edition -India Edition : Cengage Learning : New Industrial Product Development & Pricicng : Serving An Ace Tata Motors : Textbook- Ch 8& 14 : Handout : The Product Development & Commercialisation Process and others will be given : Comptitive Intelligence : Own Inputs : Distribution Channels : To be given : Textbook Ch 9 & 12 of Business Marketing Management : B2B- Micheal D Hutt & Thomas W Speh , 9e , Cengage Learning : Key Account Management : Guest Lecture : Group Project Presentations& Wrap up

Session 8 &9

Topic Case Essential Readings Optional Readings

Session 10 & 11 Session 12 & 13

Topic

Topic Case Essential Readings

Session 15 & 16

Topic

Essential Readings Session 17 & 18

Meeting by appointment Anand G. Khanna Prof. Marketing Management Area ChairmanELD & C Room No.6, 1st Floor, MDRC Building Institute of Management Technology, Raj Nagar, Ghaziabad, 201001 - India Phone: +91 120-3002274 Fax: + 91 120 2825020 Mobile : 9811699153 E-mail akhanna@imt.edu URL: www.imt.edu