Business Marketing Management in a Business-to-Business Context

Marketers seeking to serve the needs of organizations rather than households face specific challenges and opportunities. Business-to-business customers represent a lucrative and complex market that deserves a separate analysis. This corporate marketing volume provides an ideal platform to deepen readers' understanding of the competitive realities of global markets, customer relationship management and cross-sectional decision-making processes, supply chain management, e-commerce, and related fields. These core content areas resonate with business stakeholders and directly address important educational priorities. Second, the volume provides a perfect tool for examining the unique characteristics of the high-tech market and identifying the unique challenges facing marketing strategies in this field. E-commerce is also entirely within the category of commercial markets. In fact, the opportunity for e-commerce in the business-to-business market is estimated to be many times larger than the opportunity that exists in the business-to-consumer market. This volume highlights the similarities between consumer goods and business-to-business marketing, and details where to start. Special attention is given to market analysis, an organization's purchasing behavior, customer relationship management, supply chain management, and the subsequent adjustment of elements of marketing strategies used to reach an organization's customers. Cover Title Page Copyright ABOUT THE AUTHOR TABLE OF CONTENTS List of Figures List of Abbreviations Abstract Preface Chapter 1 Managing the Marketing Process and Marketing Planning 1.1. Research and Selection of Target Market 1.2. Analyzing Marketing Opportunities 1.3. Types of Analysis to Identify Market Opportunities 1.4. Developing Marketing Strategies 1.5. B2B Email Marketing 1.6. Best Practices for B2B Email Marketing 1.7. B2B Digital Marketing 1.8. B2B Content Marketing 1.9. B2B Social Media Marketing 1.10. Planning, Implementation, and Control of Marketing Plans (Marketing Mix) 1.11. Alternative Marketing Mixes 1.12. Emerging Trends in Business Marketing Management 1.13. The Buyer’s Journey 1.14. Phases of the Buyer Journey 1.15. Buyer’s Journey Mapping Chapter 2 Marketing Information Systems and Marketing Research 2.1. Introduction 2.2. Proficiency in the Business of Advertising and Marketing 2.3. Components of a Marketing Database’s Operating System 2.4. Gathering, Storing, Analyzing, and Distributing Valuable Marketing Data 2.5. Market Segmentation and Targeting 2.6. Targeting and Segmentation of Markets 2.7. Relationship Marketing 2.8. Brand Management 2.9. Customers Alone Aren’t the Only Ones Affected By a Brand’s Management Chapter 3 Developing Testing and Launching New Products and Services 3.1. Seven Stages in the New Product Development Process 3.2. Importance of Strategic Product Launching 3.3. How to Develop SMART Goals? 3.4. The Advantages of a New Product Launch Chapter 4 Managing Products through Their Product Life Cycle 4.1. A Clear Explanation of Product Lifecycle Management (PLM) 4.2. The Benefits of Product Lifecycle Management 4.3. A Brief History of Product Lifecycle Management (PLM) 4.4. Product Life Cycle Stages 4.5. Stages of the Product Life Cycle 4.6. Product Life Cycle Scenarios 4.7. A System of Artificial Intelligence (AI) 4.8. Use of the Product’s Entire Life Cycle 4.9. Product Lifecycle Influences 4.10. Advances in Technology 4.11. Money’s Forces 4.12. Conducting Market Research to Assist With a Product Launch 4.13. Market Development 4.14. Market Introduction 4.15. Difficulties in the Initial Phase 4.16. Product Lifecycle Administration 4.17. The Factors Influencing Market Growth 4.18. Maturity 4.19. Positive Qualities of the Mature Stage 4.20. Market Decline 4.21. Product Lifecycle Administration 4.22. Importance of the Product Life Cycle Chapter 5 Designing Pricing Strategies and Programs 5.1. Five Levels of Strategic Pricing 5.2. Retainer Pricing 5.3. The Advantages and Disadvantages of Retainer Payments 5.4. Implementing Retainer Pricing in Seven Simple Steps 5.5. Value-Based Pricing 5.6. Cost-Plus Pricing vs. Value-Based Pricing 5.7. Package Pricing 5.8. Increasing the Value of Bundled Products May Result in Reduced Sales 5.9. Bundled Pricing vs. Tied Selling 5.10. How to Describe a Bundle Pricing Strategy 5.11. How to Combine Prices Chapter 6 Managing Retailing and Wholesaling 6.1. Introduction 6.2. Deciding on Company’s Market Value Proposition 6.3. Selecting the Best Channel Design for Retailing and Wholesaling 6.4. Factors to Consider While Selecting a Channel of Distribution 6.5. Nature and Size of the Manufacturing Unit 6.6. Benefits of a Good Channel Design 6.7. Challenges Facing a Channel Design 6.8. Logistics Management 6.9. Benefits of Logistic Management 6.10. Challenges of Logistic Management Chapter 7 Designing Communication and Promotion-Mix Strategies 7.1. Strategies of the Promotional Mix 7.2. What Is the Intention of Your Marketing Mix? 7.3. Your Promotional Combination 7.4. Analytic Thinking 7.5. Advertising 7.6. Public Relations 7.7. Sales Promotions 7.8. The Benefits of Using a Marketing Strategy 7.9. Direct Marketing 7.10. Achievement of the Planned Objective 7.11. Evaluate the Program’s Efficacy and Make Any Necessary Changes 7.12. The Four Ps of Marketing Chapter 8 Implementing Marketing Programs 8.1. Who Are The Client Personas Aimed at By Your Marketing Campaigns? 8.2. The Advantages of an Effective Marketing Implementation Strategy 8.3. Setting Realistic Expectations for Marketing Strategies 8.4. Setting Objectives and Implementing Five Different Digital Marketing Strategies 8.5. Social Media Marketing 8.6. Emailing Prospective Customers 8.7. Review of the Marketing Plan 8.8. Examine Your Marketing Strategy 8.9. Identification of Resources 8.10. Getting Project Planning Software 8.11. Documentation of the Marketing Strategies 8.12. Establish Content Objectives for Each Phase 8.13. Plan the Amplification Channels 8.14. Create a Publication Schedule 8.15. The Benefits of a Documented Market Strategy 8.16. Creating Workflow 8.17. Method for Creating Workflows 8.18. Managing Marketing Project 8.19. Measuring Results Chapter 9 Controlling Market Activities 9.1. Market Control Techniques 9.2. Behavioral Analysis (Customer Buying Criteria) 9.3. Behavioral Analysis (Purchase Process and Patterns) 9.4. Customer Demographics 9.5. Testing Research 9.6. Controlled Experimentation 9.7. Observational Studies 9.8. Correlation/Causation 9.9. Non-Experimental Designs 9.10. Survey 9.11. Case Study/Casuistry 9.12. Qualitative Analysis 9.13. Customer Feedback 9.14. Complaints 9.15. Types of Marketing Control 9.16. Management by Objectives; the Heart of Annual Plan Control Chapter 10 Multidimensional Scaling 10.1. What Precisely is Multidimensional Scaling? 10.2. MDS Incorporation 10.3. Genus and Subtypes 10.4. Multidimensional Scaling vs. Factor Analysis 10.5. Trends in MDS 10.6. Multidimensional Scaling in Business 10.7. Application of Multidimensional Scaling in Market Research 10.8. Facts and Figures about Multiple Sclerosis 10.9. The Performance of Multidimensional Scaling 10.10. Choosing the Number of Dimensions to Include 10.11. Assessing MDS’s Dependability and Correctness 10.12. The Purpose of Multidimensional Scaling 10.13. Multidimensional Scaling Applications 10.14. Characteristics of Multidimensional Scaling Bibliography Index Back Cover