Business to business marketing management:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Homewood, Ill. u. a.
Irwin
1990
|
| Schriftenreihe: | International student edition
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXII, 744 S. Ill., graph. Darst. |
| ISBN: | 0256079757 |
Internformat
MARC
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| 100 | 1 | |a Bingham, Frank G. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Business to business marketing management |c Frank G. Bingham ; Barney T. Raffield |
| 264 | 1 | |a Homewood, Ill. u. a. |b Irwin |c 1990 | |
| 300 | |a XXII, 744 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a International student edition | |
| 650 | 4 | |a Industrial marketing |z United States |x Management | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-003842345 | ||
Datensatz im Suchindex
| _version_ | 1804120308552040448 |
|---|---|
| adam_text | WKtSM Brief Contents
PART I Introduction
1 The Business to Business Marketing Environment 2
PART II How Buyers Buy
2 Fundamentals of the Purchasing and Materials
Management Function 30
3 Management of the Organizational Buying Function 64
4 Organizational Buyer Behavior and Buyer Seller Relationships 112
PART III Identifying the Customer
5 Business to Business Marketing Research and Information Systems 156
6 Market Segmentation, Positioning, and Demand Projection 194
PART IV Making and Moving the Goods
7 Product Development, Management, and Strategy 250
8 Business to Business Price Planning and Strategy 290
9 Business to Business Marketing Channel Participants 328
10 Business to Business Physical Distribution Management and Strategy 366
PART V Promoting and Selling the Goods
11 The Personal Selling Function in Business Marketing Strategy 428
12 Business to Business Sales Management 470
13 Advertising and Sales Promotion Strategy in Business Markets 512
PART VI Trends in Business to Business Marketing
14 Marketing of Business Services 602
15 Ethical Considerations in Business to Business Marketing 636
PART VII Comprehensive Cases
II Contents
Case 15 1: Manville Corporation 661 PART VII Comprehensive Cases
Case 15 2: Cotton Belt Exporting 662 _ , _ . . _. „
..,,._, _ . . Case l:Canadair Challenger Jet 689
Appendix 15A: Future Trends in
Business to Business Marketing 666 Case 2: The Kingston Warren
CASES FOR PART SIX Company 711
Case 1: Rogers, Nagel, Langhart (RNL Index 731
PC), Architects and Planners 671
BMi Contents
PART I Introduction Fabricated and Component Parts
Process Materials
1 THE BUSINESS TO BUSINESS Maintenance. Repair, and Operating
MARKETING ENVIRONMENT 2 Supplies (MRO)
Business to Business Marketing: An Raw Materials
Overview 3 Business Services
The Business to Business Market Business to Business Customers 17
Why Study Business to Business Commercial Enterprises
Marketing? 4 Governmental Organizations
X How the Business to Business Market Institutions
Differs from the Consumer Market 6 International Customers 19
Greater Total Sales Volume Business to Business Marketing
Larger Volume Purchase Planning and Strategy Formulation 22
Fewer Buyers Format of the Text 23
Larger Buyers Appendix: Careers in Business to
Geographically Concentrated Buyers Business Marketing 27
Close Supplier Customer Relationship
More Direct Channels of Distribution
Professional Buying
Multiple Buying Influences PART II How Buyers Buy
Complex Negotiation w
Reciprocity X2 FUNDAMENTALS OF THE
Leasine PURCHASING AND MATERIALS
Emphasis on Personal Selling MANAGEMENT FUNCTION 30
/^Characteristics of Business to Basic Policies and Procedures of
Business Demand 12 Purchasing 31
Derived Demand The Business to Business Buying
Inelastic Demand Process 33
Fluctuating Demand Recognizing the Need
I Jomt Demand Developing Product Specifications
/ The Nature of Business to Business Soliciting Bids from Potential
Buying Behavior 14 Suppliers
A Classification of Business to Making the Purchase Decision
Business Goods and Services 15 Issuing the Contract
Mninr F.nuinment Inspecting Goods for Quality
U, Contents
Product Strategy in Business to ^ t,,. ,
Business Marketing 251 Pricing Objects
Effective Product Management and Impact on Other Products
Strategy Legal Considerations
New Product Development 253 PricingMethodsandStrateg.es 296
New Product Approaches Marginal Pricing
New Product Development Process Economic Value to the Customer (E VC)
Organization of the New Product Break Even Analysis
Effort 260 Tar8et Return on Investment Pricing
Product Manager Demand Assessment and Strategy 301
New Product Committee Price Elasticity of Demand
New Product Department Cost Benefit Analysis
New Product Venture Team Pricing across the Product Life Cycle
The Product Life Cycle Analysis 263 (Life Cycle Costing) 303
An Application of the Product Introduction Phase: New Product
Life Cycle Model Pricing Strategies
Life Cycle and Experience Curves Growth Phase
Determinants of the Product Mix 268 Maturity Phase
Technology Decline Phase
Competition Price Leadership Strategy 306
Changes in Levels of Business Activity Competitive Bidding in the Business
Operating Capacity t0 Business Market 307
Market Factors Closed versus Open Bidding
The Product Adoption Diffusion A Probabilistic Bidding Model
Process 273 Leasing in the Business to Business
Stages in the Adoption Process Market 311
Factors Influencing the Rate of Advantages of Leasing for the Buyer
Adoptum Diffusion Advantages of Leasing for the Seller
Product Portfolio Classification, Types of Lease Arrangements
Analysis, and Strategy 275 Types of Leases
What Is the Product Portfolio? prici p^fes jn Busjness
Diagnosing the Product Portfolio Business prid s
Pwduci Portfolio Strategies ^ ^^
Product Deletion Strategy 278 Quantity Discounts
* Cash Discounts
Lmr Simplification Geographical Price Adjustments
Total Line Divestment , , .. , „ , .
.n,erna,,onal Product Strategy 28. Po£y MarkeUn8 ^ ^ 317
r3 7^ uhTiCa S InC m CaSe 8~1: The Loctite Corporation 320
Case 7 2: Malhewson Machine Case »,. ~. r ... _
Works. Inc. 286 Galhson Company 322
« BUSINESS TO BUSINESS PRICE * BUSINESS TO BUSINESS
PLANNING AND STRATEGY 290 MARKETING CHANNEL
W PARTICIPANTS va
Business to Business Pricing: An
Overview 29i Functions of the Channel
M^jor Factors Influencing Price Intermediary 329
Strategy * *W
Competition ™ Sellm«
Cost Storage
Contents xjX
Sorting Warehousing 381
Financing Private or Public Warehouses?
Risk Taking Inventory Control 384
Market Information jne Eqq Model
The Nature of Channel Decisions 333 Just in Time Concept
Direct Channels 334 Order Processing 387
Sufficiency of the Sales Volume Base 334 The Order Processing Cycle
Indirect Channels 335 Shortening the Order Processing Cycle
The Business to Business Distributor Vendor Stocking
The Manufacturers Representative Intensive, Selective, and Exclusive
(Agent) Distribution 390
Sales Agents and Brokers Intensive Distribution
Facilitating Agencies Selective Distribution
Both Direct and Indirect Channels 345 Exclusive Distribution
Channel Cooperation 347 International Distribution 393
Methods of Channel Cooperation Conclusion 394
Channel Conflict 348 Case 10 1: Gorman Products, Inc. 396
Nature of Channel Conflict Case 10 2: Shapely Sack Company,
Conflict Management and Resolution Inc. 397
A Legal Perspective of Channel Conflict CASES FOR PART FOUR
Typical Problem Areas in the
Manufacturer Intermediary Relationship Case l: S c Johnson and Son,
. . _. . „ . . ,. Limited (R) 403
International Channel Decisions 354
Types of Indirect Channel Case 2: Rosemount, Inc.: Industrial
Intermediaries Products Division 415
Case 9 1: Xerox: A Distribution
Strategy Fails 358
Case 9 2: The Childers Machine PART v Promoting and Selling the Goods
Company 359^(ll THE PERSONAL SELLING
FUNCTION IN BUSINESS
MARKETING STRATEGY 428
10 BUSINESS TO BUSINESS
PHYSICAL DISTRIBUTION w Personal Celling Ditters between
MANAGEMENT AND STRATEGY 366 Consumer and Business Goods
Markets 429
Physical Distribution in the Business A Profile of Personal Se,ling 430
to Business Market 367 Selling
The Nature of Physical Distribution Cooperative Relationships with Channel
Traffic Management: An Overview 370 Members
Functions of Traffic Management 371 Planning
Mode and Carrier Selection Decision Making
Routing The Management of Communication
Claims Processing The Cost of Personal Selling
Operation of Private Transportation The Cost to Close a Business to
Deregulation 374 Business Sale
Customer Service 376 Understanding Buyer Behavior 434
Customer Service Standards Understanding Buyer Needs
Examination of Cost Trade Offs Methods to Uncover Important Needs of
The Impact of Logistical Service on Buying Center Members
Contents
Different Approaches to the Sales Evaluating Sales Training
Presentation Directing and Motivating the Sales
Types of Sales Positions and Selling Force
Styles in the Business Market Providing Leadership
Some Contemporary Trends in Sales Quotas
Business Selling 442 Compensation and Motivation
The Importance of Systems Selling Sales Force Analysis and Evaluation
The Importance of Telemarketing Why Analyze and Evaluate Salespeople?
The Emergence of Saleswomen Who Should Analyze and Evaluate
The Usage of Terminals and Laptop Salespeople?
Computers When Should It Be Done?
The Rapid Growth of Audio Visual Aids Managing U.S. Salespeople in
The Personal Selling Process: A International Markets 498
Business Salesperson s Perspective 450 Selection
Preliminary Activities Orientation and Training
Face to Face Activities Compensation ^
Follow Up Activities Case 12 1: Teletronic Electronics 504
International Business to Business Case n_2: Duncan Business Machines507
Selling 457
Case 11 1: Douglas Co. 461
_ .. , „ . i k . • a^ 13 ADVERTISING AND SALES
Case 11 2: Barton Laborator.es 465 PROMOTION STRATEGY IN
BUSINESS MARKETS 512
M BUSINESSTO BUSINESS SALES
MANAGEMENT 470 An Overview of Business to Business
Promotion 513
Business to Business Sales _
Management: A Leadership Challenge 471 Creat.ng a Promotion Plan 515
) Selecting the Sales Manager 472 Setting ObJectives for * Promotional
Perspectives Plan 515
Goals Developing the Promotion Budget 516
Responsibilities Prioritizing the Promotion Expenditure
Satisfaction Determining and Implementing the
Job Skill Requirements Promotion Mix 519
Relationships Advertising
Basic Types of Sales Organizations 474 Publicity
The Line Organization Sales Promotion
The line and Staff Organization Measuring the Effectiveness of the
The Functional Organization Promotion Campaign 538
The Centralized versus Decentralized Pretesting and Posttesting
Ormni:iItion Responses to Advertisements
SulTr^ 5Ti ia km Followi S UP ^d Modifying the
t^;tt:Zce s,e 478 promotiona! ?mpaign if Necessary 539
R«rUllmen) and s,ZioS e MaT ratC8y f°r International
iviarKets «4n
Tra.nlng and Deve.opmem of the Sales International Business to Business
», , ^ Advertising
iST f ? ** International Publicity and Sales
What the Training Program Should Promotion
Cover
Who Should Do the Training a«C 1^T1: How Din»nishing Returns
AHect Selection of Media ***
Contents xxi
Case 13 2: Eagle Steel Supply The Future of Business to Business
Company 548 Services 627
CASES FOR PART FIVE Case 14 1: The U.S. Postal Service 630
Case 1: Henderson Service Center 553 Case 14 2: DataCorp of Virginia, Inc. 631
Case 2: CSX System 572
15 ETHICAL CONSIDERATIONS IN
BUSINESS TO BUSINESS
PART VI Trends in Business to Business MARKETING 636
Marketing Ethics and the Future: An
14 MARKETING OF BUSINESS Overview 637
SERVICES 602 Examples of Corporate Social
_ „, , e _ . . Responsibility
The Marketing of Services: An ,, , ,. ., ,. ,. _,, . , „ , ,
_. . 6 ,_, The Individuality of Ethical Standards
Overview 603 .
_ . or. Strategy and Ethics in the Business to
The Environments for Business r • »» i .• r . sAt
_. ,.. Business Marketing Environment 641
Service Firms 604 ....
Economic Environment ^An Ethlcal Issue: The Organizational
Societal/Cultural Environment ^Buying Function and Buyer Seller
Competitive Environment Relationships 642
Technological Environment Business Ethics Is Not a One Sided
Political/Legal Environment Proposition
) Important Characteristics of Business Ethical Issues in Marketing Research 644
^ Services 607 Societal Rights
Intangibility Clients Ri*hts
Perishability and Fluctuating Demand Ethics and the Management of the
Simultaneity Pricing Function 646
Heterogeneity Selling a Price That Meets Company
^Business Service Marketing Objectives, While Not Taking Advantage
f Challenges and Opportunities 610 of the Customer
Services Marketing versus Product AlterlnS Pr°duct Qual y with™*
Marketing Changing Price
»,.¦,,¦,„,;„„ Practicing Price Discrimination with
rosiuoning
Bundling of Services Smaller Accounts
Service Strategy and the Marketing Mix Price Fixing
New Service Development Obtaining Information on a
Classification of Services Competitor s Price Quotation in Order
Seller Related Bases to Rec uote or Rebid
Buyer Related Bases Reciprocity
Service Related Bases ^C Ethics and the Management of the
Classifying Services by Clusters Sales Force 649
People Based versus Equipment Based Ethics in Dealing with Customers
Services Ethics in Dealing with Employers
International Marketing of Business /v Ethics and Advertising Strategy 653
Services 625 Truth in Advertising
The Risks of International Marketing Comparative Advertising
for Service Organizations Ethics and International Marketing 655
Problems of Adaptation to, and Ethics Differ from Country to Country
Operation in, Overseas Markets The Complexity of International Ethical
Barriers to Trade in Services Issues
|
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| id | DE-604.BV006085519 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:40:01Z |
| institution | BVB |
| isbn | 0256079757 |
| language | English |
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| series2 | International student edition |
| spelling | Bingham, Frank G. Verfasser aut Business to business marketing management Frank G. Bingham ; Barney T. Raffield Homewood, Ill. u. a. Irwin 1990 XXII, 744 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier International student edition Industrial marketing United States Management Investitionsgütermarketing (DE-588)4072915-1 gnd rswk-swf USA Investitionsgütermarketing (DE-588)4072915-1 s DE-604 Raffield, Barney T. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003842345&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bingham, Frank G. Raffield, Barney T. Business to business marketing management Industrial marketing United States Management Investitionsgütermarketing (DE-588)4072915-1 gnd |
| subject_GND | (DE-588)4072915-1 |
| title | Business to business marketing management |
| title_auth | Business to business marketing management |
| title_exact_search | Business to business marketing management |
| title_full | Business to business marketing management Frank G. Bingham ; Barney T. Raffield |
| title_fullStr | Business to business marketing management Frank G. Bingham ; Barney T. Raffield |
| title_full_unstemmed | Business to business marketing management Frank G. Bingham ; Barney T. Raffield |
| title_short | Business to business marketing management |
| title_sort | business to business marketing management |
| topic | Industrial marketing United States Management Investitionsgütermarketing (DE-588)4072915-1 gnd |
| topic_facet | Industrial marketing United States Management Investitionsgütermarketing USA |
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