MK04 ( E ) B2B Marketing

(Business Marketing)

Syllabus

The complete course will be covered in about 20 Lectures (2 classes per week)
Informal hours as required by students can be arranged to discuss cases.
Evaluation will be based on written test of 60 marks and Quizzes, Assignments of
40 marks.
The books to be referred during this course Industrial Marketing by Robert r.
Reeder, Edward G. Brierly & Betty H. Reeder, Prentice Hall of India.
Business Marketing Management by Hutt & Speh, Logistical Management by
BowerSox & Closs, Industrial Marketing by Richard M. Hill, Ralph S.
Alexender & James s.

Grading:

Week 1

Week 2

Final Quarter Written test exam

60 Marks

Assignment

20 Marks

Quizzes and case discussion

20 Marks

Introduction to Business Marketing Management.

Recap of Marketing Management---Philip Kotler-Marketing

Management-( S)***

Purchase Production Marketing Interface---Chapter-3,

Logistical Management By BowerSox & Closs--(S)***

Overview of Industrial Marketing---Chapter-1, 2 & 3 of

Industrial Marketing by Robert R. Reeder ( R )***

Framework of Business Marketing Management--Chapter 1

of Business Marketing Management by Hutt & Speh (R)***

Organizational Buying Process.

Industrial Buying process, Situations & Behaviour ---Chapter4 &5 of Industrial Marketing by Robert R. Reeder ( R )***

Adaptive Behaviour in Buyer-Supplier Relationships.--Ross Brennan & Peter W. Turnbull, Industrial Marketing
Management, Vol-28, 1999, pp481-495.( R )***

Week 3

Week 4

Week 5

Week 6

Strategy Formulation in the Industrial Market.

Assessing
Market
Opportunities,
Segmenting
the
organizational Market, Target Marketing and Positioning--Chapter-5, 6, 7 & 8 of Business Marketing Management by
Hutt & Speh (R)***

Intuition can help in Segmenting Industrial Markets--Paul Millier, Industrial Marketing Management, Vol-29, 2000,
pp147-155.( R )***

Formulating Product Planning.

Developing Product Strategy, Strategic Innovation.------Industrial Marketing by Robert R. Reeder ( R )***

New Product Development from Past research to future

application---- Jenny Poolton & Ian Barclay, Industrial
Marketing Management, Vol-27, 1998, pp197-212.( R )***

Case Study: Power Tools ( A) : Development of new Products

Formulating Channel Strategy.

Industrial Marketing Channel Design & Management--Chapter-4, Logistical Management By BowerSox & Closs--( R )***

Universal Motors Parts Division: --- Physical Distribution

Managing the Industrial Pricing Function.

Industrial pricing process, Pricing across the product life cycle

---Chapter-16 & 17 of Industrial Marketing by Robert R.
Reeder ( R )***

Power Tools ( B ) : -----A Case Study.

Role of Market Turbulence in shaping Pricing Strategy--Smith, Sinha, Lancioni and Forman, Industrial Marketing

3
Management, Vol-28, 1999, pp637-649.( R )***

Week 7

Industrial Marketing Communication Planning

Marketing Strategy--- Advertising, Personal Selling &
Public Relation.----- Chapter-20, 21 & 22 of Industrial
Marketing by Richard M. Hill, Ralph S. Alexender &
James s. Cross ( R )***

Week 8

Evaluating Business Marketing Strategy and Performance

.

Week 9

Chapter 16 of Industrial Marketing Management

by Hutt & Speh (R)***

Case Study:
a) Power Tools (A): Development of new Products
b) Power Tools (B): Pricing and Distribution of Products.
c) Universal Motors Parts Division: Physical Distribution.

Week 10

Assignments to be presented by Students

( R )***--- Students are REQUIRED TO GO THROUGH THE TOPIC.

( S )***---- Students are SUGGESTED TO GO THROUGH THE TOPIC.

Some Places to Start Looking..

http://link.bubl.ac.uk
http://www.marketing.strath.ac.uk/
http://www.marketresearch.com/
http://www.researchinfo.com/
http://www.mintel.com/
http://www.keynote.co.uk/

http://www.inc.com