Verfügbarkeit: Business marketing

Business marketing:

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Bibliographische Detailangaben
Hauptverfasser:	Brierty, Edward G. (VerfasserIn), Eckles, Robert W. (VerfasserIn), Reeder, Robert R. (VerfasserIn)
Format:	Buch
Sprache:	German
Veröffentlicht:	Upper Saddle River, NJ Prentice-Hall 1998
Ausgabe:	3. ed.
Schlagworte:	Bedrijfskunde Marketing industriel - Cas, Études de Marketing industriel Marketing Industrial marketing
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	Frühere Ausg. u.d.T.: Reeder, Robert R.: Industrial marketing
Beschreibung:	XX, 683 S. Ill., graph. Darst.
ISBN:	0137573782

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Contents in Brief PART I DIMENSIONS OF BUSINESS MARKETING Chapter 1 Global and Domestic Perspectives of the Business Market 3 Chapter 2 The Nature of Business Marketing 22 Chapter 3 Understanding Business Markets 37 PART II BUSINESS BUYING AND BUYER BEHAVIOR Chapter 4 The Buying Process in the Business Market 69 Chapter 5 Interpersonal Dynamics of Business Buyer Behavior 98 PART III STRATEGY FORMATION IN THE BUSINESS MARKET Chapter 6 Marketing Intelligence Systems and Market Research 129 Chapter 7 Demand Analysis and Sales Forecasting 159 Chapter 8 Market Segmentation, Targeting, and Positioning 189 Chapter 9 Planning Market Strategies 219 PART IV PRODUCT AND SERVICE STRATEGIES Chapter 10 Business Products and Their Life Cycles 251 Chapter 11 Strategic Innovation and New Product Development 275 Chapter 12 Business Services Marketing 308 PART V CHANNEL STRATEGIES Chapter 13 Managing Business Channel Members 337 Chapter 14 Logistics of Physical Distribution and Customer Service 364 PART VI COMMUNICATION STRATEGIES Chapter 15 Planning and Developing the Sales Force 389 Chapter 16 Organizing and Controlling a Sales Force 414 Chapter 17 Business Advertising, Sales Promotion, and Public Relations 437 v PART VII PRICING STRATEGIES Chapter 18 Price Determinants: Costs, Competition, and Customers 465 Chapter 19 Pricing Decision Analysis 488 PART VIII COMPETING, CONTROLLING, AND EXPANDING Chapter 20 Competitive Strategies 511 Chapter 21 Strategic Control 532 Chapter 22 International Business Marketing 552 PART IX CASES See Case Index, p. 580, for cross reference to relevant chapters 1 Aberdeen Electronics Revisited 581 2 AMF Wyott, Inc. 585 3 Calox Machinery Corporation (A) 588 4 Calox Machinery Corporation (B) 595 5 Coventry Plastics 599 6 Cumberland Gasket Company, Inc. 602 7 Edward F. Crow Company 606 8 KB. Dunn Associates 608 9 Hach Company (A) 611 10 Hach Company (B) 616 11 Huntington Electronics 618 12 The Jet Engine Industry and Its Parts Suppliers 622 13 Lewiston Copeland Company 624 14 Mt. Ashland Ski Area 628 15 P. Reid and Associates 639 16 Phoenix Porcelain Company (A) 641 17 Phoenix Porcelain Company (B) 646 18 Starnes Brenner Machine Tool Company 651 19 The Top Plastics Company 654 20 Trans Europa Business Credit 658 21 Zactec Electronics, Inc. 660 GLOSSARY 667 NAME INDEX 673 SUBJECT INDEX 680 vi Contents PART I DIMENSIONS OF BUSINESS MARKETING CHAPTER 1 Global and Domestic Perspectives of the Business Market 3 Magnitude of the U.S. Business Market 3 World Trade: Exports and Imports 4 The Domestic Business Market 14 Looking Back 20 Questions for Discussion 20 Endnotes 20 Bibliography 21 CHAPTER 2 The Nature of Business Marketing 22 Why Study Business Marketing? 22 Business Versus Consumer Marketing Management 23 Business Marketing Defined 24 Contrasting Business and Consumer Marketing 24 The Economics of Business Market Demand 31 Looking Back 34 Questions for Discussion 35 Endnotes 36 Bibliography 36 CHAPTER 3 Understanding Business Markets 37 The Business Market Environment 38 Government s Influence on the Business Environment 50 Business Market Customers 52 Classifying Industrial Products 54 Looking Back 62 Questions for Discussion 63 Endnotes 64 Bibliography 65 vii PART II BUSINESS BUYING AND BUYER BEHAVIOR CHAPTER 4 The Buying Process in the Business Market 69 Partnering 71 Just in Time Delivery Systems 71 Concurrent Engineering 72 Total Quality Management (Continuous Improvement Process) 72 The Horizontal Organization 73 Organizational Buying Activities 73 The Buygrid Model 74 Buying Centers and Multiple Buying Influencers 81 A Model for Determining the Composition of the Organizational Buying Center 87 Objectives in Organizational Buying 89 Product Analysis for Identifying Information Needs of Key Influencers 93 Looking Back 93 Questions for Discussion 94 Endnotes 95 Bibliography 97 CHAPTER 5 Interpersonal Dynamics of Business Buyer Behavior 98 The Purchasing Department s Influence on Interpersonal Buyer Behavior 99 Individual Buying Motives 105 Joint Decision Making 107 Psychological Factors Influencing Individual Decision Making 111 Conflict and Resolution in Joint Decision Making 113 The Buying Committee 117 Supplier Choice and Evaluation 117 Looking Back 121 Questions for Discussion 121 Endnotes 122 Bibliography 124 PART III STRATEGY FORMATION IN THE BUSINESS MARKET CHAPTER 6 Marketing Intelligence Systems and Market Research 129 Strategic Decision Making 129 Need for Business Marketing Information 130 Differences in Business and Consumer Intelligence Systems 130 Marketing Intelligence System Essentials 132 Definition of a Marketing Intelligence System 132 viii Components of a Marketing Intelligence System 133 Business Marketing Research 137 The Business Marketing Research Process 140 Analyzing the Data 152 Presenting the Findings 152 Artificial Intelligence 154 Looking Back 155 Questions for Discussion 155 Endnotes 156 Bibliography 158 CHAPTER 7 Demand Analysis and Sales Forecasting 159 Business Demand and Sales Forecasting Complexities 159 Demand Analysis 162 Market and Sales Potentials 162 Measuring Market and Sales Potential 163 Statistical Series Methods 163 Market Surveys 169 Sales Forecasting 169 Forecasting Techniques 171 Using Intelligence, Research, Demand Analysis, and Sales Forecasts to Select Markets and Develop Strategies 183 Looking Back 186 Questions for Discussion 186 Endnotes 187 Bibliography 188 CHAPTER 8 Market Segmentation, Targeting, and Positioning 189 Market Segmentation 190 Basis for Segmenting Business Markets 192 Macro Variables 192 Micro Variables 192 A Macro/Micro Segmentation Process 201 A Market Segmentation and Product Positioning Approach 204 A Cautionary Note About Benefit Segmentation 206 Target Marketing Strategies 207 Product Positioning 209 International Market Segmentation 211 Looking Back 215 Questions for Discussion 215 Endnotes 216 Bibliography 218 ix CHAPTER 9 Planning Market Strategies 219 Strategies, Plans, and Tactics 219 Nature of Strategic Planning 220 Business Strategic Planning Conflicts 220 Managing the Development of Strategic Planning 224 The Strategic Planning Process 226 Marketing s Role in the Strategic Planning Process 233 Developing Marketing Strategy 238 Competitive Advantage Strategy 239 Strategic Marketing Planning Objectives 240 Looking Back 245 Questions for Discussion 245 Endnotes 246 Bibliography 248 PART IV PRODUCT AND SERVICE STRATEGIES CHAPTER 10 Business Products and Their Life Cycles 251 What Is a Product? 252 Product Strategy Involves Continual Change 253 The Variety of Business Products 254 Business Product Management 254 Product Versus Market Management 257 Product Management Phases 259 Determining the Stage of a Product s Life Cycle 269 Systems Marketing 270 Looking Back 271 Questions for Discussion 272 Endnotes 273 Bibliography 274 CHAPTER 11 Strategic Innovation and New Product Development 275 What Is a New Business Product? 276 Who Dreams Up New Products? 276 Innovation and Competitiveness 278 The Impact of Technology 282 The Diffusion of Innovation 286 Product Development Strategy 289 Organizing for Effective Product Development 290 Organizational Alternatives for New Product Development 294 X The New Product Development Process 297 Looking Back 304 Questions for Discussion 304 Endnotes 305 Bibliography 307 CHAPTER 12 Business Services Marketing 308 Magnitude of Business Services 309 Professional Business Service Marketing: Problems and Strategies 310 Differences Between Business Goods and Business Services 311 Major Marketing Problems in Business Services 318 Managing Marketing Strategy in Business Service 322 Products Require Customer Services 329 Looking Back 329 Questions for Discussion 330 Endnotes 331 Bibliography 332 PARTV CHANNEL STRATEGIES CHAPTER 13 Managing Business Channel Members 337 Why Use Distributors? 338 Dual Channel Strategies 341 Creating an Effective Channel 345 Why a Particular Distributor Is Chosen 347 Exclusive or Multiple Distribution 350 Distribution Policies 351 Manufacturers Representatives 353 Other Channel Participants 357 Maintaining Indirect Channel Effectiveness 358 Looking Back 360 Questions for Discussion 361 Endnotes 361 Bibliography 362 CHAPTER 14 The Logistics of Physical Distribution and Customer Service 364 The Relationship of Logistics and Physical Distribution 365 Evolution of Modern Physical Distribution Systems 366 Physical Distribution and Marketing Strategy 367 The Total Cost Approach 367 xi Customer Service 368 Identifying Cost Centers 371 Transportation 373 Warehousing 376 Inventory 378 The Overall Contribution of Marketing Logistics 382 Emerging Trends: Domestic and International 383 Looking Back 384 Questions for Discussion 385 Endnotes 385 Bibliography 386 PART VI COMMUNICATION STRATEGIES CHAPTER 15 Planning and Developing a Sales Force 389 A Promising Career 389 Recruiting and Selecting Salespeople 393 Training for Professionalism 397 Areas of Sales Training 400 Directing (Motivating) the Sales Force 405 Effective Use of Sales Compensation 407 Looking Back 410 Questions for Discussion 411 Endnotes 411 Bibliography 413 CHAPTER 16 Organizing and Controlling the Sales Force 414 Personifying the Marketing Concept 415 The Business Selling Environment 417 Managing the Business Sales Force 420 Planning for Sales Force Deployment 420 Organizing the Sales Force 426 Controlling Sales Force Activities 430 The Future of Sales Force Strategy 432 Looking Back 433 Questions for Discussion 434 Endnotes 434 Bibliography 436 xii CHAPTER 17 Business Advertising, Sales Promotion, and Public Relations 437 The Use of Advertising in the Business Market 438 Technical Management s Misunderstanding of Advertising 439 Business Advertising Media 440 The Use of Sales Promotion in the Business Market 444 The Use of Publicity in the Business Market 445 Developing the Advertising Program 446 The Integrated Promotion Plan 458 Looking Back 460 Questions for Discussion 460 Endnotes 461 Bibliography 462 PART VII PRICING STRATEGIES CHAPTER 18 Price Determinants: Costs, Competition, and Customers 465 Cost Driven Pricing 466 Competition Driven Pricing 467 Customer Driven Pricing 469 Cost and Profit Relationships 471 Cost Behavior Over Time: The Experience Curve 475 Pricing Strategies 480 Pricing Policies 483 Pricing for Profits 485 Looking Back 485 Questions for Discussion 486 Endnotes 486 Bibliography 487 Chapter 19 Pricing Decision Analysis 488 Break Even (or Profitability) Analysis 488 Break Even Quantity and Contribution Margin 489 Return on Investment Pricing 491 Experience Curve Impact on Price Analysis 493 Expected Payoff Analysis 496 Competitive Bidding 498 Price Negotiation 501 Leasing 505 Looking Back 506 xiii Questions for Discussion 507 Endnotes 507 Bibliography 508 PART VIII COMPETING, CONTROLLING, AND EXPANDING CHAPTER 20 Competitive Strategies 511 The Ever Present World of Competition 511 Competitive Marketing Positions 513 Market Leader Strategies 514 Protect Present Market Share 518 Strategies of the Market Challenger 522 Market Follower Strategies 524 Niche Marketing Strategies 525 High Market Share Risks 526 Managing the Total Business Cycle Time 527 Looking Back 529 Questions for Discussion 530 Endnotes 530 Bibliography 531 CHAPTER 21 Strategic Control 532 The Need for Control 533 The Control Process 533 Annual Plan Control 534 Profitability Control 540 Efficiency Control 543 Strategic Control 546 Business Marketing Controller 547 Looking Back 548 Questions for Discussion 548 Endnotes 549 Bibliography 550 CHAPTER 22 International Business Marketing 552 The Lucrative International Business Market 552 The Case for International Marketing 553 The International Business Marketing Environment 554 International Business Marketing Strategies 564 Determining Which Foreign Markets to Enter 565 Analyzing How Best to Enter a Foreign Market 565 xiv The International Business Marketing Program 569 International Business Product Strategies 571 International Product Standards 574 Looking Back 574 Questions for Discussion 575 Endnotes 575 Bibliography 577 PART IX CASES See Case Index, p. 580, for cross reference to relevant chapters 1 Aberdeen Electronics Revisited 581 2 AMFWyott,Inc. 585 3 Calox Machinery Corporation (A) 588 4 Calox Machinery Corporation (B) 595 5 Coventry Plastics 599 6 Cumberland Gasket Company, Inc. 602 7 Edward F. Crow Company 606 8 F.B. Dunn Associates 608 9 Hach Company (A) 611 10 Hach Company (B) 616 11 Huntington Electronics 618 12 The Jet Engine Industry and Its Parts Suppliers 622 13 Lewiston Copeland Company 624 14 Mt. Ashland Ski Area 628 15 P. Reid and Associates 639 16 Phoenix Porcelain Company (A) 641 17 Phoenix Porcelain Company (B) 646 18 Starnes Brenner Machine Tool Company 651 19 The Top Plastics Company 654 20 Trans Europa Business Credit 658 21 Zactec Electronics, Inc. 660 GLOSSARY 667 NAME INDEX 673 SUBJECT INDEX 680 xv
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spelling	Brierty, Edward G. Verfasser aut Business marketing Edward G. Brierty ; Robert W. Eckles ; Robert R. Reeder 3. ed. Upper Saddle River, NJ Prentice-Hall 1998 XX, 683 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Frühere Ausg. u.d.T.: Reeder, Robert R.: Industrial marketing Bedrijfskunde gtt Marketing industriel - Cas, Études de ram Marketing industriel ram Marketing gtt Industrial marketing Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Eckles, Robert W. Verfasser aut Reeder, Robert R. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008446953&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Brierty, Edward G. Eckles, Robert W. Reeder, Robert R. Business marketing Bedrijfskunde gtt Marketing industriel - Cas, Études de ram Marketing industriel ram Marketing gtt Industrial marketing Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)4037589-4
title	Business marketing
title_auth	Business marketing
title_exact_search	Business marketing
title_full	Business marketing Edward G. Brierty ; Robert W. Eckles ; Robert R. Reeder
title_fullStr	Business marketing Edward G. Brierty ; Robert W. Eckles ; Robert R. Reeder
title_full_unstemmed	Business marketing Edward G. Brierty ; Robert W. Eckles ; Robert R. Reeder
title_short	Business marketing
title_sort	business marketing
topic	Bedrijfskunde gtt Marketing industriel - Cas, Études de ram Marketing industriel ram Marketing gtt Industrial marketing Marketing (DE-588)4037589-4 gnd
topic_facet	Bedrijfskunde Marketing industriel - Cas, Études de Marketing industriel Marketing Industrial marketing
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