Subject Cluster Course Code Credits Faculty

: B2B Marketing : Core Spln-Marketing : : 1.5 : B. Jayakar

Course Overview Business-to-Business (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. Objectives : Understand business markets and how they differ from consumer markets. Learn how to assess opportunities in business markets. Make marketing decisions that lead a company to generate and deliver value to customers. Design a customer-centric marketing approach that focuses on relationships as opposed to transactions. To make students familiar with contemporary techniques of attack and defence in B2B markets, including positioning within supply chains, and organisational mating. Course Outline : Unit I B2B Marketing: An Over view

Business markets and business marketing defined .Differences between B2B marketing and consumer marketing .The value chain: direct versus support activities. Classifying customers, organisations and markets .DMUs, organisational buyers and buyer behavior.The rise of the prosumer.The five big challenges in B2B marketing. Defining and segmenting markets; convergence of situation analysis in B2B markets; methods of segmentation; positioning through differentiation; positioning strategies in large supply channel dominated markets. Unit II Business Buying Behaviour

Understanding buyer behaviour in B2B markets; the emotional/rational dichotomy; the Buying Centre; identification of main players within Buying Centre; developing relationships with the Buying Centre; large supply chains; supplier evaluation systems; quality management by the Buying Centre

Unit III

Key Accounts Management

The key account relationship model .Key account selection and account planning. Understanding the purchasing revolution supplier positioning, supplier rationalization, category management and key supplier status .Understanding the cost and commitment .Negotiation skills exploring the non face-to-face channels Basic Text: Business Marketing, Krishna Havaldar, McGraw Hill,3rd Edition. Suggested Readings: a. Steve Minett,B2B marketing, Pearson b. Brennan, Cranning & McDowell, Business to Business Marketing, Sage Publications Web Resources: btobonline.com starwithalead.com

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