Business to business marketing: analysis and practice

Cover Contents Foreword Preface Acknowledgments Chapter 1 Introduction to Business-to-Business Marketing Introduction Marketing Fundamentals in Business-to-Business Markets The Marketing Mix Marketing Philosophy and Culture Further Differences Between Business Marketing and Consumer Marketing Derived Demand and Business-to-Business Supply Chains Complexity—A Rationale for Relationship Marketing Market Structure Integrated versus Networked Supply, Brand Identity Some International Considerations An Examination of Value The Value Chain Direct versus Support Activities Misunderstanding of the Value and Value Chain Concepts Trends and Changes in Business Marketing Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 2 Business-to-Business Environment: Customers, Organizations, and Markets Introduction Practical Application of Market Generalizations Types of Organizational Customers Commercial Enterprises Government Units Nonprofit and Not-for-Profit Organizations Producer Types Customer Needs Influenced by Classification of Markets Classifying the Business-to-Business Market Environment Publics The Macroenvironment Usefulness of Classification Value Networks and Supply Chains Supply Chain Management as a Form of Value Network Management Using the Value Network and Supply Chain Concepts Changes in Markets Over Time The Product Life Cycle The Technology Adoption Life Cycle Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 3 Organizational Buying and Buyer Behavior Introduction The Nature of Buying The Consumer Buying Decision Process Organizational Buying The Buying Center Organizational Buyers' Decision Process: A Stepwise Model Intricacies of the Buying Decision Process Organizational Buyers Decision Process: A Process Flow Model Stage 1: Definition Stage 2: Selection Stage 3: Solution Delivery Stage 4: Endgame Two Examples of Buying Decision Processes Discussion of Examples Transition of Buying Decision Process—New Task Becomes Rebuy Influences that Shape the Buying Decision Process Other Organizational Influences Other Interpersonal and Individual Influences Implications for Business Marketing The Variability of Rational Buying Decisions Human Factors in Business Decisions Mutual Dependence and Customer Loyalty A Brief Psychology of this Process Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 4 The Legal and Regulatory Environment Introduction Business Regulation in a Free Market Enforcement Responsibilities The Legislative Acts that Affect Marketing Sherman Antitrust Act (1890) Clayton Act (1914) Federal Trade Commission Act (1914) Robinson-Patman Act (1936) Celler-Kefauver Act (1950) Consumer Goods Pricing Act (1975) Securities Laws Sarbanes-Oxley Act and Its Offspring The Uniform Commercial Code Business Legislation Issues Intercorporate Stockholding Interlocking Directorates Price Maintenance Refusal to Deal Resale Restrictions Price Discrimination Quantity Discounts Substantiality Test Company Size Some International Implications Supply Chain Implications Intellectual Property Antitrust Implications of Intellectual Property Cross Licensing Joint Ventures Confidentiality Agreements Political Framework of Enforcement Pacific Drives Revisited Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 5 Concepts and Context of Business Strategy Introduction What is Strategy? Strategy-Making and Strategy Management Processes Performing Strategic Management in the Business-to-Business Company A Critique of the Model Key Strategy Concepts Strategic Resource Allocation Strategic Business Unit Management Tools for Designing Strategy The Growth-Share Matrix Multifactor Portfolio Matrix The Balanced Scorecard Taking an Entrepreneurial Approach to Marketing Strategy The Organization Mission Changing the Rules Special Issues in Business Strategy Strategy Implications of Value Networks and Integrated Supply Chains Strategy Development and the Internet Strategic Implications of Market Ownership Strategy Development in New Businesses Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 6 Market Research and Competitive Analysis Introduction Market Research Market Research Fundamentals Implications of Types of Decision Support Designing the Research—Differences from Market Research in Consumer Markets Designing the Research Approach—Other Special Circumstances in Market Research Practical Advice for Performing Market Research in Business-To-Business Markets Summary of Market Research Competitive Analysis The Nature of Competition The Six Sources of Competition Information to Collect on Individual Competitors Sources of Competitive Information Summary of Competitive Analysis Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 7 Segmenting, Targeting, and Positioning Introduction The Relationship Between Segmenting, Targeting, and Positioning Market Segmentation Basic Framework of Segmentation Value-Based Segmentation The Process of Determining Segmentation Summary of Segmentation Choosing Target Segments Attractiveness of Segments Choosing Targets Positioning Further Issues in Segmentation, Targeting, and Positioning Segmentation and Positioning Based on the Technology Adoption Life Cycle Positioning a Product Line Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 8 Developing the Product, Service, and Value of the Offering Introduction The Product Life Cycle The Product Life Cycle and Life Stages of Offerings Offering Development Stage Offering Introduction Stage Offering Growth Stage Offering Maturity Stage Offering Decline Stage Basic New Product Development Process Customer/Market Orientation Team Approach Invest in the Early Stages Stage Gates and Phase Reviews Concurrent Development No Shortcuts The Role of Marketing in the Product Development Process Marketing Defines the Outcomes Reducing the Risk of New Product Failures Why Do New Products Fail? Collaborators Make-or-Buy Decisions Factors in the Decision Supplier Role in the Decision Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 9 Innovation and Competitiveness Introduction Marketing Entrepreneurially Changing the Rules Practical Aspects of Creating an Entrepreneurial Orientation Competing Through Innovation Innovation across the Offering Pursuit of Disruptive Technologies Pursuit of Sustaining Innovation Practical Aspects of Accomplishing Innovation Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 10 Pricing in Business-to-Business Marketing Introduction Pricing Basics Pricing to Reflect Customer Value Relevant Costs Contribution Analysis Demand Functions and Pricing Managing Price as Part of Marketing Strategy Strategic Context of Pricing Pricing throughout the Product Life Cycle and the Technology Adoption Life Cycle Price Models Penetration Pricing and Price Skimming Pricing in Translation Mode Pricing for International Marketing Efforts Managing Pricing Tactics Discounts and Allowances Competitive Bidding Summary of Managing Price Pricing Implementation: The Case Of Negotiated Pricing Two Types of Situations Preparation for Negotiation Last Thoughts on Negotiation Pricing and the Changing Business Environment Pricing, Time Compression, Hypercompetition, and the Internet Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 11 Business Development and Planning Introduction Forecasting Markets Forecast Types and Techniques Marketing Operation Forecasts in Depth First-of-a-Kind Application, Translation of a Previous Success, or Replacement for Existing Business? Managing Products Through The Product Life Cycle Interrelating the TALC and the PLC Marketing throughout the Product Life Cycle Organizing to Manage Simultaneous Product Life Cycles Using Specialists Business Development Bands through the PLC Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 12 Business-to-Business Selling Introduction The Nature of Sales and Sellers Characteristics of Business-to-Business Selling The Role of Sales in a Modern Organization Relationship Sales and Marketing Four Forms of Seller Roles Other Types of Selling Roles Management Perspective The Mutual Needs of Buyer and Seller The Needs of the Job Function The Needs of the Organization The Individual Needs of the Buyer and Seller Selling—the Structure Sales Force Organization Direct Sales Force Sales Force Deployment Sales Force Compensation Manufacturers' Representatives Market Conditions that Favor Manufacturers' Representatives or a Direct Sales Force Combinations of Representation Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 13 Business-to-Business Branding Introduction Holistic Branding Characteristics of Business-to-Business Branding The Role of Business-to-Business Brands Branding Dimensions Brand Strategy Communication and Corporate Identity/Visual Identity Code Measuring Equity and Value Competing Through Branding Importance of Brand in Business-to-Business Buyer Behavior Branding as a Standard Defending the Brand Building a Strong Brand Building Associations Quality Ingredient Branding Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 14 Channel Relationships and Supply Chains Introduction The Rationale for Marketing Channels Marketing Channels Deliver Value Economic Utility Channel Flows and Activities That Create Value Marketing Channels Meet Customer Needs and Expectations Industrial Distributors Serve Industrial End Users Industrial Distributors Serve Industrial Suppliers Value Networks Are Marketing Channels The Elevation of Business Logistics Management to Supply Chain Management The Physical Distribution Concept—A Cost–Service Relationship Economic Utility of Business-to-Business Markets Channel Design Reduce Discrepancy of Assortment When Use of Distributor Channels Is a Good Channel Design Vertical Integration versus Finding the Right Channel Partner Distribution and the Product Life Cycle Introductory Stage Growth Stage Maturity or Decline Stages Managing Channels of Distribution Selecting and Caring for Distributors Power and Conflict in Marketing Channels Channel Patterns and Control Channels and the Internet The Internet's Emerging Role in Business-to-Business Marketing Channels What Has Happened to New Types of Channels Future Adoption of Information Technology for Channel Management Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 15 Communicating with the Market Introduction A Communications Model Losing Meaning in the Translation Media Can Impact the Message Feedback Noise Capabilities of Promotion The Elements of the Promotion Mix Personal Selling Advertising Sales Promotion Public Relations Promotional Methods in Business-to-Business Marketing Convergence of the Promotion Mix Print Promotion Corporate Advertising Direct Mail Sales and Support Literature Channel Promotions Promotional Merchandise Public Relations, Trade Shows, Conferences, and Corporate Positioning Trade Shows and Conferences Public Relations and Positioning Internet and Web Communications in Business-to-Business Marketing Web Site Attracting Visitors to a Web Site Opt-in E-mail Newsletters Online Seminars Social Networking and New Media Effective Internet Communications Promotion and the Impact of Trends in Business-to-Business Markets Promotion and Time Compression Promotion and Hypercompetition Thoughts to Take with You into the Next Chapter Key Terms Questions for Review and Discussion Endnotes Chapter 16 Business Ethics and Crisis Management Introduction Ethical Issues and the Marketing Concept The Societal Marketing Concept Societal Marketing as an Ethical Base A Clash of Ethical Standards Ethical Standards Among Different Stakeholders Ethical Standards at Different Levels in the Organization Ethical Standards of the Individual and Performance Standards of the Organization Individual Ethical Behavior Win–Win, Win–Lose, and Zero-Sum Ethical Behavior and Value Networks Ethical Behavior and Value Image Crisis Management Crisis Preparation Media Relations During a Crisis Thoughts to Take with You as You Finish this Chapter Key Terms Questions for Review and Discussion Endnotes Cases Case 1 LastMile Corporation II: Choosing a Development Partner Overview LastMile's Dilemma Questions for Discussion Case 2 B2B E-Commerce in China: The Story of Alibaba.com Difficulties of B2B E-Commerce in China What China Is Doing to Promote B2B E-Commerce Alibaba's Strategy of Online E-commerce Company History Meet Jack Ma: "The Jack Who Will change the World" The Supporters Alibaba Today TaoBao and eBay Feedback from Alibaba's B2B Customers Cultural Differences Innovation AliPay Online Payment Solution Alibaba Enters Strategic Cooperation with China Post Alibaba Acquired Yahoo! China Future for Alibaba and B2B E-Commerce IPO: Alibaba Aims for 1.3 Billion in Listing China's B2B E-Commerce Industry and Alibaba Questions for Discussion Appendices Key Development Milestones for Alibaba The Companies Chinese Auction Market Share Chinese Search Market Share Chinese Internet Giants Case 3 Dow Corning Success in China Dow Corning The Birth of Xiameter Model Cannibalization? Innovative Brand Strategy Leads to Growth Dow Corning's Footprint in China Drivers for Future Growth: Differentiation and B2B E-Commerce Differentiation—Building a Stronger China and Meeting Consumer's Demand B2B E-Commerce in China's Market How to Map Out Dow Corning's B2B Marketing Strategy in China? Questions for Discussion Case 4 Marketing Plastic Resins: GE and BW II Overview Introduction Purchasing Habits The Products Market History Changing Environment Channel Implications Questions for Discussion Case 5 Automotive Headlamps II: The Paradigm Shift from Standardized Glass Sealed Beams to Today's Plastic Custom Designs Overview Introduction and Company Backgrounds General Electric General Motors Ford Motor Company Regulatory Agencies Professional Organizations GEP Organization The History of Forward Lighting—Headlamps The Situation The Marketing Plan Benefits Risks Finding the Right Customer Challenging the Standard Validating the Concept Analysis Questions for Discussion Case 6 Makrolon: The High-Tech Material Background on Bayer AG The History Organization Bayer MaterialScience AG Background on Makrolon The Market for Polycarbonate Bayer's Branding Strategy for Makrolon The Example UVEX Questions for Discussion Case 7 SENSACON Corporation: High Technology Evolves to High Volume Branding and Positioning the New Company The Business Development Strategy New Market Development One of Many Changes Partners with Different Goals Under New Management Innovating the Need—Not the Technology New Channels Allen Chen's Challenge to His Staff Defending the Market Position Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

written From A Highly Practical Perspective, business To Business Marketing Aims To Help Students With Limited Marketing Experience Understand The Concepts In Business-to-business Marketing.

introduction To Business To Business Marketing; Business To Business Environment; Customers, Organizations, And Markets; Organizational Buying And Buyer Behavior; The Legal And Regulatory Environment; Concepts And Context Of Business Strategy; Market Research And Competitive Analysis; Segmenting, Targeting, And Positioning; Developing The Product, Service, And Value Of The Offering; Innovation And Competitiveness; Pricing In Business To Business Marketing; Business Development And Planning; Business To Business Selling Developing And Managing The Customer Relationship; Business To Business Branding Creating And Fostering The Brand; Channel Relationships And Supply Chains; Communicating With The Market; Business Ethics And Crisis Management Case Studies

for Those Interested In Understanding Business-to-business Marketing.