The world economy has been divided into the 'Haves and Have-nots'. India has remained a developing nation even as the country has progressed at a faster pace than several other developing nations. With democratically elected government and multi-party political scene the country needed a major political thrust to accelerate its economic growth rate. With the major initiative of the Government of India in 1991, the process started that began taking the country into the market economy. The famous Liberalisation, Privatisation and Globalisation (LPG) have revolutionised the Indian market that had till 1991 remained placid with little competition. With an increase in number of international players for almost all products, with better products, with several international brands in the market and with newer ways of product placement and product communication the corporate world has realised the urgency and importance of learning the newer ways of product sales. Competition has become intense and chaotic with, on the one hand great international brands on the other, locally assembled products in the unorganised sector and opening of the vast international arena both for imports and exports of products. Therefore, for the students of Marketing Management study of Business to Business Marketing Management has become imperative. The book offers extensive and yet in-depth learning experience with interactive sessions, including Management Games, Specially Selected Case Studies that create a virtual world enabling the students imbibe the nuances of the subject with interest and comparative ease.
Author(s): U.C. Mathur
Edition: 1st Ed.
Year: 2007
Language: English
Pages: 604
Preface......Page 6
Contents......Page 12
Aims and Outcomes of the Chapter......Page 16
Purchase Negotiations in Tender and Non-Tender Business......Page 20
Industrial Marketing Research......Page 25
Competition in Industrial Buying......Page 26
Marketing and Economy......Page 27
Marketing and Society......Page 30
The Creative Art......Page 41
Start of the B-to-B Marketing Game......Page 44
Aims and Outcomes of the Chapter......Page 48
Defining Marketing......Page 55
Marketing Thought......Page 56
Sales Contract......Page 57
Sales Process......Page 61
Market Evolution......Page 62
Changing Business Scenario in the Twenty-first Century
......Page 65
Business Scenario in India
......Page 66
Market Environment......Page 67
Present Scene in India......Page 72
Business Myopia......Page 75
Market and Manufacture......Page 80
Patents and Patent Laws......Page 82
Marketing Mix Factors......Page 85
Rural Marketing......Page 91
Marketing Game......Page 94
Aims and Outcomes of the Chapter......Page 96
Relationship Marketing......Page 98
Market Environment......Page 99
Profit and Profiteering......Page 101
Organizational Culture......Page 103
Markets-The Customers......Page 105
Case Study......Page 106
Planning for Success
......Page 108
Gaining and Retaining Customers......Page 112
Corporate Vision......Page 114
Marketing Organization Structure
......Page 117
Chief Executive Officer......Page 118
Core Process Based Organization......Page 120
Flatter Organizations Structures
......Page 122
Virtual Organizations
......Page 123
Technology and Innovation-Competitive Advantage......Page 125
Innovation Decisions......Page 126
New Product Development......Page 128
Marketing Game
......Page 131
New Entrants......Page 132
Aims and Outcomes of the Chapter......Page 134
Behaviour-Positivism and Interpretivism
......Page 138
Feeling and Emotions......Page 140
Marketing Game
......Page 143
Competitive Advantage......Page 144
Competitor's Strengths......Page 146
Improving Market Share......Page 148
Competitive Action......Page 150
The Complete Marketing Plan
......Page 155
Marketing Myopia......Page 156
Plans and Policies
......Page 158
Marketing Strategy......Page 160
Selling Strategy......Page 161
Aims and Outcomes of the Chapter......Page 166
Sales Forecasts......Page 177
Planning Sales Calls......Page 178
Locating New Customers......Page 181
Detailed Call Planning
......Page 185
Sales Presentation......Page 193
Handling Objections......Page 200
Handling Objections Details......Page 202
Defining Sales Obstacles......Page 204
Countering the Obstacles......Page 206
Understanding People and Dealing with Them Effectively......Page 209
Analysing a Talk for Its Movers
......Page 212
Analysing Product for Sale Movers......Page 213
The 4 Column Situation and Correction Analysis......Page 214
Examples of Poor Quality and Loss Movers......Page 215
Prospects Basic Needs and Desires......Page 219
The Question Mover......Page 225
Personal Prestige Can be Built by Action......Page 227
The Contact Mover......Page 230
Call Closing......Page 248
Timing......Page 250
Departure......Page 251
Post Call Analysis
......Page 252
Customer Value......Page 256
Salesperson-The Strategist......Page 258
Purchase Order the Final Destination......Page 262
Global Outsourcing and Manufacturing
......Page 272
Information Outsourcing......Page 273
International Environment for Business......Page 276
Economic Business Environment......Page 277
Market Economy of the World......Page 279
Mixed Economies......Page 280
Countries Classifications
......Page 283
Macroeconomics Factors
......Page 285
Inflation......Page 286
Distribution Patterns-Industrial Goods......Page 287
International Markets of the Twenty First Century......Page 290
Market Information-As Competitive Advantage......Page 297
Management Game......Page 300
Aims and Outcomes of the Chapter......Page 302
Customer Orientation......Page 306
Over Selling......Page 307
Different Approach to B-to-B Marketing......Page 308
B-to-B Pricing......Page 310
B-to-B Payment Terms......Page 311
Buyers Purchase Viewpoint......Page 313
Market Demand......Page 316
Business Scenario in India
......Page 322
What is Our Business?......Page 324
Patents and Patent Laws
......Page 327
Knowledge is Business......Page 328
Master-List of the Customers and Prospects
......Page 329
Modes of Payment......Page 332
Public Relations......Page 345
The PR Base......Page 347
PR too Depends on Endorcements to an Extent!
......Page 351
Firms and Society......Page 352
Media Planning......Page 354
Balance Score Card......Page 371
Aims and Outcomes of the Chapter......Page 374
Introduction to Market Research......Page 375
Marketing Research Objectives......Page 378
Marketing Research Methods......Page 380
Sample Selection
......Page 387
Data Processing and Analysis
......Page 393
Advertising Research......Page 394
Marketing Game......Page 402
Aims and Outcomes of the Chapter......Page 404
Distribution Patterns for Consumer and Industrial Goods......Page 405
Multiple Product Manufacturers
......Page 406
Distribution Patterns for Industrial Goods......Page 408
Marketing Logistics......Page 409
Marketing Game......Page 416
Advertising Defined......Page 418
Advertising Mix Factors......Page 420
Advertising Agency......Page 421
The Media......Page 422
Objectives of Advertising......Page 427
Advertising Agency & Its Working......Page 435
Advertising Agency Selection Process......Page 439
Advertising Research and Dagmar......Page 442
Media Planning and Product Positioning......Page 448
Advertising Budget
......Page 456
Advertising and Creativity......Page 462
The Indian Scene
......Page 463
The Design Theory
......Page 464
Art Direction-Elements of Design......Page 467
The Advertising Challenge......Page 470
Aims and Outcomes of the Chapter......Page 474
Product Related Analysis......Page 478
Customer's Analysis......Page 481
Market Analysis......Page 485
Segmentation and Positioning......Page 486
Business-to-Business or Industrial Segmentation......Page 487
Product Positioning......Page 488
Introductory Stage......Page 489
Costs, Volumes and Experience Curve......Page 491
Market Share Strategy......Page 492
Product Life Cycle-Growth Stage Strategy......Page 493
Position as a Follower in the Market......Page 495
Strategies for Late Growth Stage in PLC......Page 496
Strategies for the Maturity Stage of Product Life Cycle......Page 497
Market Strategies in Decline Stage of Product Life Cycle......Page 499
Portfolio Management Analysis......Page 500
Boston Consultancy Group......Page 501
GE Model......Page 504
Customer, Competition and the Firm......Page 505
Relationship Marketing......Page 513
Markets of the Twenty-First Century......Page 514
The Marketing Plan......Page 519
Aims and Outcomes of the Chapter......Page 524
Free Trade Zones......Page 529
Market Globalization......Page 540
Cultural Aspects of Global Business
......Page 541
International Market Research......Page 543
Marketing Channels......Page 547
Marketing Game......Page 548
Marketing......Page 550
Organizational Behaviour
......Page 554
Marketing Game......Page 561
Understanding Case Studies......Page 564
Case Study No.1: Faith Tyre Company......Page 566
Case Study No.2: Aryan Lubricants......Page 570
Case Study No.3: Jags Electronics......Page 572
Case Study No.4: Pawan Sugar Mills......Page 574
Case Study No.5: Computers Ltd. (CL)......Page 576
Case Study No.6: Price Waterhouse-PW......Page 578
Case Study No.7: B to B Giant--Hindustan Graphite Electrodes
......Page 583
Case Study No.8: International B-to-B Giant-Microsoft Inc. USA......Page 588
Case Study No.9: Infosys Technologies Ltd......Page 590
Case Study No.10: Exhibitions India P. Ltd
......Page 594
Index......Page 598
