M1 - BUSINESS MARKETING

Module 1 BUSINESS MARKETING PERSPECTIVE
Understanding of the concept of Business marketing in contrast with the consumer
marketing, Characteristics of Business Marketing, nature of industrial goods and
services, Classification of Industrial products. Classification of Industrial customerscommercial
enterprises, government, institutions. Unique characteristics of each type of
industrial customers. Marketing strategies for each of industrial customer categories,
Market segmentation and B2B Marketing.

Module 2 DIMENSIONS OF BUSINESS MARKETING
What is Industrial/Business Marketing; Difference between Business and Consumer
Marketing; Nature of Demand in Industrial Markets, Types of Organizational customer;
Classifications and characteristics of Industrial Products, Purchasing Orientations and
Practices of Business Customers; Environmental Analysis in Industrial/ Business
Marketing.

Module 3 MANAGEMENT OF MARKETING CHANNELS
Business marketing channels, participants in the business marketing channel design,
channel administration, types of resellers, and selecting channel members, motivating
channel members, channel member performance

Module 4 BUSINESS ADVERTISING, SALES PROMOTION & PUBLIC RELATIONS
The role of advertising in Business marketing, managing B-B advertising, publicity,
internet based marketing communications, measuring advertising effectiveness,
advertising budgets, sales promotion, tradeshows, Role of personal selling in business
marketing, sales force organization, recruitment, selection, training, motivation,
compensation, performance evaluation, sales effort control, sales territories, quotas,
account management

Module 5 PRICING DECISIONS IN BUSINESS MARKETING
Meaning of price, cost fundamentals, industrial pricing process, pricing across PLC,
Competitive biding, strategies for competitive bidding, pricing strategies, pricing
objectives, pricing methods

REFERENCE BOOKS:
1. Krishna K Havaldar; Industrial Marketing; Mcgraw-Hill
2. H.S. Mukherjee, Industrial Marketing, Excel Books
3. Industrial Marketing, Robert Reeder, Prentice Hall Of India,pearson
4. Francis Cherunilam-Industrial Marketing - HPH