Business Marketing

MODULE READINGS

Main Texts

Hutt D.Michael & Speh. Thomas, Business marketing Management B2B, Cengage India Pvt. Ltd.

Reeder R., Robert, Brierty G. Edward, Reeder H, Betty: Industrial Marketing, Prentice-Hall publication.

David Jobber & Geoff Lancaster, Selling & Sales

Management, Pearson Education Publishers

ASSESSMENT PLAN

1. Case Analysis 20%

2. Project 20%

3.End Term Assessment 60%

Project

1.Business Selling by a Company manufacturing basic raw materials, e.g., cement, steel, 2.Trade Shows and Participation activity of a business company.

Analyse the benefits, advantages, and effectiveness of the trade shows for the specific company.

3. Business selling by a company dealing in complete business solution, e.g. complete fabrication of a factory for a manufacturer.

ReportThe report should comprise of the following sub-topics:

Company backdrop/history Objective of Setting up the company The key Drivers of the Business The Product The Target Audience The Marketing Challenges Present Scenario with Company Reports The Future Scenario Your learning and suggestions

Business Marketing

Products and services

Businesses Government Institutions

Customers

Business Marketing OrganizationsWorld's Valuable Brands

Business Marketing : Characteristics

Derived demand

Close relationship with buyer

Multiple buying influences

Business Marketing : CharacteristicsContd.

Goods bought by businesses,government bodies &

Institutions.

Higher business Volumes

Business firms buy to:

Facilitate production process

As a component of final goods or services.

Government & Institutions buy to:

Maintain and deliver services to their markets

GoogleB2B or B2C?

Benefits advertisers by focused advertising

B2B TOP Performers

Ann Mulcahy: CEO ,Xerox Corporation

Jeffery Immelt: CEO, General Electric