دانلود کتاب Business to business marketing a step-by-step guide

فهرست مطالب :

Cover......Page 1
Business-to-Business Marketing......Page 2
Contents......Page 8
Preface......Page 14
Introduction......Page 16
What is the business-to-business market?......Page 17
Why business-to-business marketing?......Page 20
Marketing definitions......Page 21
Growth of business-to-business markets......Page 24
Harmonisation of laws in business markets......Page 30
Barriers to trade......Page 35
Economic systems......Page 39
Market classification......Page 47
Global markets for industrial goods and services......Page 48
Marketing trading types......Page 50
B2B trading forms: organisational types......Page 55
B2B selling in the not-for-profit sector......Page 66
The need to understand the behaviour oforganisations......Page 68
Discussion questions......Page 70
Bibliography......Page 71
Introduction......Page 73
Wider environmental forces......Page 74
Competitive influences......Page 88
Customers and markets......Page 96
Demand and supply in the economy......Page 100
Derived demand......Page 101
Other demand categories......Page 103
Trends and shifts in demand......Page 105
Measuring the level of demand......Page 108
Demand potential and analysis......Page 109
Market potential......Page 110
Industry and market life cycles......Page 112
Summary......Page 113
Discussion questions......Page 114
Bibliography......Page 115
Introduction......Page 116
Information is power......Page 117
Information-gathering process......Page 123
Marketing information system......Page 124
The MkIS process......Page 125
Clear marketing objectives......Page 133
Secondary research (desk research)......Page 134
B2B primary research......Page 142
B2B research in international markets......Page 154
Strategic concerns with marketing research......Page 156
Forecasting in B2B marketing......Page 157
Discussion questions......Page 158
Bibliography......Page 159
Introduction......Page 160
Ethics in business......Page 161
Choosing a supplier......Page 164
The decision-making unit (DMU)......Page 166
The B2B decision-making process (DMP)......Page 171
The buying decision difficulty (BDD)......Page 176
Why segment business markets?......Page 180
Information, marketing research and segmentation......Page 181
Viability of segmentation......Page 183
Macro segmentation......Page 188
Micro segmentation......Page 197
Changing importance of segmentation factors......Page 205
Identify the basis for market segmentation......Page 207
Determine the important characteristics ofeach segment......Page 208
Evaluate the market attractiveness of each segment......Page 209
Segment selection......Page 211
B2B corporate/product positioning......Page 213
Develop a marketing mix strategy for eachtargeted segment......Page 215
Summary......Page 216
Bibliography......Page 217
Introduction......Page 219
B2B product definition......Page 220
Major product/service categories......Page 221
Other B2B product categories......Page 228
Importance of product/service purchase tobuying company......Page 232
Market research......Page 237
Basic Benefits demanded in B2C and B2B markets......Page 240
The value added process......Page 241
Unique Selling Proposition (USP)......Page 244
New Product Development in B2B marketing......Page 246
What is a brand?......Page 252
Corporate and product branding strategies......Page 254
Advantages associated with branding......Page 257
Packaging......Page 260
Summary......Page 264
Discussion questions......Page 265
Bibliography......Page 266
Introduction......Page 268
Channels of distribution in B2B markets......Page 269
Direct channels of distribution......Page 270
Methods used in direct channels of distribution......Page 273
Indirect B2B channels of distribution......Page 276
Disintermediation......Page 281
The internet in the supply chain......Page 282
Combination of direct and indirect distribution......Page 283
Strategic channel selection......Page 285
Strategic channel selection factors......Page 288
B2B supply chain structures......Page 290
The value chain......Page 295
Outsourcing......Page 304
Leasing......Page 307
Other business relationship forms......Page 308
B2B physical distribution......Page 311
Other transport issues......Page 325
Summary......Page 327
Discussion questions......Page 328
Bibliography......Page 329
Introduction......Page 331
The business-to-business pricing process......Page 332
Price and the B2B marketing mix......Page 333
Price objectives and strategies......Page 341
Costs......Page 351
Customers and prices......Page 356
Market structures and price......Page 358
Price and levels of demand......Page 360
Price and role of legislation in B2B markets......Page 361
Price and the concept of elasticity......Page 363
Price negotiation......Page 364
The internet and its effect on pricing......Page 366
Price and global markets......Page 368
Strategic and tactical methods for determining price......Page 369
Tactical or secondary pricing methods......Page 371
Summary......Page 375
Bibliography......Page 376
Introduction......Page 378
Corporate and marketing communications......Page 381
Internal marketing communications......Page 387
Marketing, communications and corporate brand......Page 390
Marketing communication strategies......Page 391
Communication and promotional methods......Page 393
Advertising......Page 397
Point-of-purchase and merchandising in B2B......Page 411
Public relations and publicity......Page 414
Differences in personal selling in B2B andB2C markets......Page 418
Managing the sales force......Page 423
Personal selling and other elements of thecommunication mix......Page 426
Marketing communications and promotionalcampaigns......Page 427
Summary......Page 435
Bibliography......Page 436
Introduction......Page 438
Importance of strategic thinking......Page 439
Involvement of managers and all company functions......Page 443
Levels of strategic decision making......Page 446
CRM and customer retention schemes......Page 448
Assessing competitive advantage......Page 451
Strategic role of marketing......Page 453
The B2B marketing planning process......Page 454
Strategic situation analysis: Where are we now?......Page 455
Strategic choice: Where do we want to go?......Page 464
Strategic implementation: How are we going toget there?......Page 477
Summary......Page 484
Discussion questions......Page 485
Bibliography......Page 486
Future of national and international B2B marketing......Page 488
Business strengths......Page 489
Market challenges and future of global andbusiness markets......Page 492
Environmental concerns......Page 493
Business-to-business and new technology......Page 496
Internet uses in both B2B and B2C markets......Page 501
Strategic options on internet applications......Page 506
Summary......Page 509
Bibliography......Page 510
Index......Page 512