MKTG642: BUSINESS TO BUSINESS MARKETING

Instructor:
Office phone:

Dr. M.Sivagnanasundaram
040- 30461652; 9963767613

Learning goals

Email: siva@imthyderabad.edu.in
Contact Hours: Thursday, Friday 4.00 6.00 pm

Learning Outcomes

Functional Proficiency
& Integration

Knowledge
In-depth appreciation and understanding
of the unique challenges inherent in
business markets.
Adapt to the special nature and
characteristics of business markets and
marketing of products and services in
business markets
Identifying strategies and key success
factors to enhance the effectiveness of
marketing to business customers.
Skills
Develop a solution selling in a business
market.
Develop a customer satisfaction and
relationship marketing program for the
company.
Work out issues and opportunities
available and design appropriate strategy
to address a given B2B marketing task,
problem or situation.

Learning Assessment
method

Test
Comprehensive
Examination
Case studies (CP)

Group Project
Examination

Identifying the relevant data & analyze this

information for strategic planning & decision-

making purposes.
Evaluate
the
effectiveness
of
an
organization's marketing strategies and make
improvements

Group Exercises
Case discussion (CP)
Examination
Assignment

Leadership
and
Interpersonal Skills
Communication Skills

Develop competencies needed to function

well in teams
Articulate orally in a crisp and concise manner

Project (Group)

and

Appreciate and learn innovative ways of

marketing of services

Be able to generate innovative strategies for

marketing of services.

Project (Group)
Examination
Assignment

Analytical and Critical

Thinking Ability

Creativity
Innovation Skills

Project Presentation
Class Participation

Evaluation Criteria:
No.

Parameter

1
2
3
4
5
6

Project
Project Presentation
Test
Assignment
Class participation
Comprehensive Examination
Total

Learning Goals Weightage

assessed
2,3,4,5
15
5
10
1,2
15
2,5
10
1,2,4
20
1,2,5
30
100

Textbook:
1. Michael D.Hutt, Dheeraj Sharma and Thomas W.Speh, Business Marketing
Management B2B, 11th Edition, Cengage Learning, 2013.

References:
1. Krishna K. Havaldar, Business Marketing Text and Cases, 3rd Edition, McGraw
Hill, 2010.
2. F Robert Dwyer and John F Tanner, Business Marketing: Connecting Strategy,
Relationships, and Learning, McGraw Hill, 2008

Rubrics for Class Participation :

Criteria

Level 1

Level 2

Level 3

Level 4

Marks

0-4

5-- 6

7-- 8

9--10

Comments are
Uninformative,
lacking in
appropriate
terminology
Heavy reliance
on opinion
Lack ability to
think
analytically

Comments are
sometimes
Constructive
with occasional
signs of insight.
Student does not
use appropriate
terminology;
comments
not always
relevant to
the discussion
Ineffective
articulation, use
some distracting
filler words
gestures;

Comments mostly
insightful &
constructive;
mostly uses
appropriate
terminology.
Occasionally
comments are too
general or not
relevant to the
discussion.

Regularly contributes to
the discussion by raising
thoughtful questions,
analyzing relevant issues,
building on others ideas,
synthesizing across
readings & discussions,
expanding the class
perspective, &
appropriately challenging
assumptions &
perspectives
Able to articulate ideas
and thoughts clearly in
crisp & concise manner

Student is often
inattentive &
needs reminder
of focus of class.
Occasionally
makes
disruptive
comments
while others are
speaking

Student is mostly
attentive when
others present
ideas, materials,
as indicated by
comments that
reflect & build on
others remarks.
Occasionally
needs
encouragement
or reminder

1 Quality of comments
(Preparedness,
understanding of
issues and analytical
abilities)

2 Communication

3 Engagement (Active
Listening Skills)

Unable to
articulate
clearly, uses
lengthy,
confounding
sentence,
audience has
difficulty
understanding
what was
communicated
Does not listen
to others;
talks while
others
speak or does
not pay
attention while
others
speak; detracts
from
discussion;
sleeps, etc.

Is able to convey
the message, but
occasionally
unable to be
concise

Clear word choices and

arguments

Student listens attentively

when others present
materials, perspectives,
as indicated by comments
that build on others
remarks, i.e., student
hears what others say
& contributes to the
dialogue.

Session Plan:
Session

Topic

Contents

Resources

Module 1: The Environment of Business Marketing

1

Business Marketing
Perspective

2-4

Perspectives of
Organizational buyer

5-7

Organizational Buying
Behavior

Business Vs. Consumer

Marketing
Creating Customer Value
Proposition
Classification of Business
goods

Chapter 1
Article:(HBSP)
What the hell is Market
Oriented?
What B2B customers really
expect?

Commercial Enterprises
E-procurement
Governments
The Institutional Market

Chapter 2
Article:(HBSP)
Scope and Challenge of Businessto-Business Marketing
Business Marketing; Understand
What Customers Value
Case :
Kimura K.K.: Can This Customer
Be Saved?

Module 2: Managing Relationships in Business Marketing

8-10

CRM strategies for

Business Markets

Organizational buying
process
Buying Influences

Chapter 3
Case :
Siebel Systems: Anatomy of a
Sale, Part 1, Part 2, Part 3

Relationship Marketing
Managing Buyer-seller
Relationships
Measuring Customer
profitability
CRM & Strategic Alliances

Chapter 4
Article:(HBSP)
Customer Management Strategy
in Business Markets
Building Loyalty in Business
Markets
Uncovering Customer
Profitability Segments for
Business Customers(Journal of
Business-to-Business Marketing)
Case :
Alphatech India Limited: B2B
Customer Retention
Xerox Corp.: The Customer
Satisfaction Program

Module 3: Assessing market Opportunities

11

Segmenting the
Business Markets and
Estimating the
Segment Demand

Bases for Segmenting,

Process
Methods of Forecasting
Demand

Chapter 5
Article:(HBSP)
Customer Segmentation in
Business-to-Business Markets

Module 4: Formulating Business Marketing Strategy

12

Business Marketing
Planning: Strategic

Marketings Strategic Role

The Components of Business

Chapter 6
Case:

Perspectives
13-14

Practitioner Session:
Managing products
for Business Markets

model
Building the Strategy Plan
Building a strong B2B brand
Product Policy
Product Quality and
Customer Value
Planning industrial product
strategy
The Management of
Innovation
Managing Technology
The New Product
Development Process
Mid-Term Test
The pricing Process
Responding to Price Attacks

Rohm and Haas (A): New

Product Marketing Strategy

Chapter 8
Article:(HBSP)
Hidden Wealth in B2B Brands
Case:
Biopure Corp.

Practitioner Session:
Managing Innovation
and New Industrial
Product Development

Pricing strategy for

Business Markets

20

Business Marketing
Communications:
Advertising and Sales
Promotion

Managing B2B Advertising

Managing Trade show
strategy

21-22

Practitioner Session:
Managing the
Personal Selling
Function

Managing the Sales Force

Sales Administration

23-24

Practitioner Session:
Managing Business
Marketing Channels

The BM Channel and its

Participants
Channel Design

25

Business marketing
strategies for Global
marketing

Capturing global Advantage

Global Market Entry Options
Global Strategy

26

Marketing
Performance
Measurement

Levels of Marketing Control

Chapter 17
Measures of Efficiency and
Effectiveness Control
Project Presentations

15-16

17
18-19

27-30

Chapter 9
Case:
Hewlett-Packard: The Flight of
the Kittyhawk (A)

Chapter 14
Article:(HBSP)
Making Money with Proactive
Pricing
Case:
Signode Industries, Inc. (A)
Chapter 15
Article: (HBSP)
Using Social Media in the B2B
Context
Case:
Vestas' World of Wind
Chapter 16
Case:
Hewlett-Packard--Computer
Systems Organization: Selling to
Enterprise Customers
WESCO Distribution, Inc.
Chapter 11
Case:
Bolster Electronics: Dealing with
Dealer Demands
Arrow Electronics, Inc.
Chapter 7
Case:
Electrosteel Castings Ltd.

TERM Project: The B2B Marketing Plan

I. Title Page
II. Executive Summary - Presents a brief overview of the proposed plan. This is a condensation
of the entire report. It is not the same as an introduction. The introduction merely explains the
purpose and organization of the report.
III. Table of Contents
IV. Current Marketing Situation provide the current market scenario by presenting relevant
data on the market, products/services, and macro environment.
A. Current Product/Services Situation Here you are required to describe the nature of
your product/service in terms of its overall value proposition. Present the details like,
current annual sales, market share (relative to competitors), and potential growth
potential. The product section should deal with information such as product
characteristics, intended uses and packaging.
B. Company Situation - Discuss the company, which produces your product and its
current market situation. If the company is already in existence, give a brief history of
the company in terms of its number of employees, sales volume, recent growth
patterns, and extent of B2B operations at present
C. Current Market Situation Here you are required to present detailed situation
analysis of the overall market conditions, relevant trends, and environmental
parameters. Be sure to include a description in terms of relevant socio-economic data,
the indicators used to determine market potential, what segments exist in the given
market and the expected demand of each, how similar products are distributed within
this industry, what media is available, and what barriers exist to entering into this
marketplace.
D. Customer Situation - What general trends are happening within the B2B
organizations? Discuss the organizational behavior of those within the industry. How do
they view and what are the current perceptual positions of the current product
offerings? Describe the needs of this community.
E. Macro-environment Situation - this section looks at the sociological, technical,
economic, environmental, and political conditions which are impacting the overall
market conditions.

V. SWOT Analysis - Present the SWOT analysis and the main issues the plan must address.
Please consider BOTH the company and its major competitors and conduct a SWOT for each.
Describe what competitive advantage your firm will leverage and those of your competitors. Be
sure to consider the possible "competitive responses" that are likely transpire as a result of
your marketing plan.
A. Opportunity/Threats Analysis (external factors)
B. Strengths/Weaknesses Analysis (internal factors)
C. Identification of Distinctive Competency
D. Key Issues Regarding Comparison of External Factors to Internal Factors.
VI. Objectives - Defines the plans financial and marketing goals in quantitative terms. Include
here sales projections and explanations of how they were computed. Be sure to explain the
overall purpose of this project (i.e., what is the broad goal?)
A. Financial Objectives
B. Marketing Objectives (including at least one objective on your strategy for
organizational growth).
VII. Marketing Strategy - Presents the marketing strategies that will be used to achieve the
plans objectives. Some of the strategy areas include:
A. Identification of the Possible Market(s) (Segmenting Strategy)
B. Targeting Strategy - define your target market. Please take the time to develop a
detailed target market profile of the group selected.
C. Positioning Strategy
D. Marketing Research Strategy
E. Product Strategy
F. Service/Customer Service Strategy
G. Price Strategy
H. Distribution Strategy
I. Promotion Strategies

i. Personal Selling/Sales Strategy

ii. Advertising Strategy
iii. Sales Promotion Strategy
iv. Publicity/Public Relations Strategy
v. Internet Marketing Strategy
vi. Direct Marketing Strategy
VIII. Action Programs - For the strategies outlined in the previous section, identify what will be
done, when it will be done, who will do it, and how much it will cost. How should this plan be
implemented? Describe the "day-to-day" tactics of achieving the overall strategy.
IX. Projected Profit and Loss Statement - Forecasts the plans expected financial outcomes. This
section will include a marketing budget on the basis of the total expenditures for the first year.
Explain how the marketing budget will be allocated amongst the marketing mix elements. It will
also compute the likely impact of your recommendations on the overall financial performance
of the organization. Be prepared to defend these allocations.
X. Controls - Indicates how the plan will be monitored (controlled) to ensure that you are on
target. Here include the standards that you will employ and how you will monitor performance
against these standards, and how corrective action will be taken if necessary. Specify
contingency plans.
XI. Conclusion - Here include a brief statement of your major conclusions plus what you have
learned from the project. Also what you would do differently were you to prepare another
marketing plan for a B2B marketplace.
XII. Appendix - The place to put the reference list, extra exhibits budgets, goals, contingency
plans, projected profit and loss statement, additional information, etc.

Group Project
Stage 1 ( Sections I TO IV of the above)
Stage 2 ( Sections V TO VII of the above)
Stage 3 ( Sections VIII TO X11 of the above)

Date of Submission
Jan 10, 2015
Jan 31, 2014
Feb 15, 2014

Weightage

15%

Practitioner Bio

Gomathi Nayagam, Dy General Manager Client Relationship Large Enterprise, IBM India Pvt. Ltd.,
Chennai. He currently looks after Cloud Business - TN, KL & SriLanka
He has over 14 Years of experience in both Strategic & Operational aspects of Management and had
played a significant role in the evolution of Client Relationship Management. At his current role he is
driving Client Relationship to deliver value in the engagement with the objective to help clients to mitigate
risks, overcome challenges, enhance productivity, empower to collaborate with-in organization to excel in
every function, reduce costs through innovation in R&D/SCM/Manufacturing/Distribution, improve
profitability and think on behalf of client for their growth.
Gomathi has joined IBM in 2010 and driving top Enterprise Clients Relationship with the focus on clients'
success. Responsible for IBM Consulting Services, Software, Infrastructure Services & Systems Business
in Select Enterprise clients with the focus on delivering value to clients' business growth. He is
responsible to drive One IBM team towards Customer Centric "System of Engagement" with Select
Clients and nurture strategic long term partnership for business growth. Also he is personally passionate
in driving innovation that matters to clients and helps them to mitigate risks, grow revenue and control
costs while meeting growth objectives.
Other key portfolios and initiatives Gomathi has handled in his current and previous roles at Wipro,
Oracle, HCL Infosystems, Intel & IBM include Account Management, BD Consultant for ISVs, Marketing
Programs for Channels, Retail & SMB Business.
At IBM, Gomathi has been one of the driving forces behind numerous successful initiatives like the Value
based Client Engagement, Business Transformation through Innovation, Team management to drive
common goal, Business Partner Eco System Management, Sales & Territory Management, among
others. His passion statement in life is to strive for excellence in everything with honesty, commitment,
courage and character. Gomathi is a Graduate in Physics from Manonmaniam Sundaranar University and
has a Post Graduate degree in Management from Madurai Kamaraj Univerisity, TN.