Verfügbarkeit: Business marketing

Business marketing: a managerial approach

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Bibliographische Detailangaben
1. Verfasser:	Haas, Robert W. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Cincinnati, Ohio South-Western College Publ. 1995
Ausgabe:	6. ed.
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XIII, 859 S. Ill., graph. Darst.
ISBN:	0538847522

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Titel: Business Marketing Autor: Haas, Robert W Jahr: 1995 Contents PART ONE UNDERSTANDING THE BUSINESS MARKETING ENVIRONMENT 1 The Business Marketing System 3 A Definition of Marketing 5 • A Definition of Business Marketing 5 • Business Marketing Management 6 • Who Are Business Customers? 9 • Classifications of Business Products and Services 17 • The Business Marketing System 28 • The Global Natureof Business Marketing 31 • Basic Differences Between Business and Consumer Marketing 31 • Plan of the Book 33 • Chapter Summary 35 • Key Terms 35 • Questions 36 • Notes 36 • Suggested Additional Readings . 37 2 Influences on the Business Marketing System 38 Typesof Major Influences in Business Marketing 38 • Developing an Open System Perspective 40 • Environmental Influences on Business Marketing 43 • Chapter Summary 61 • Key Terms 62 • Questions 62 • Notes 63 • Suggested Additional Readings 63 The Global Nature of Business Marketing 64 What is Global Marketing? 65 • Business Marketing and Global Markets 66 • Sources of Major Global Competition in U.S. Business Markets 6? • Major Global Markets for U.S. Business Marketers 71 • Strategie Alliances and Partnerships 72- Status of Global Marketing by U.S. Firms 74 • Marketing Information on Global Mar- kets 78 • Approaches to Entering Global Markets 80 • Marketing Strategies in Global Business Marketing 82 • The Changing Global Environment 88 - Chapter Summary 92 . Key Terms 93 • Questions 93 • Notes 94 • Suggested Additional Readings 94 iv • Contents PART TWO ORGANIZATIONAL CUSTOMERS AND MARKET BEHAVIOR 4 Demand Estimation and Sales Forecasting in Business Markets 99 The Total Demand for Business Goods and Services 99 • Demand Characteristics Unique to Business Markets 101 • Demand Related to Product Characteristics 108 • Derived Demand Characteristics 111 • Joint Demand Characteristics 119-Typesof Demand Estimates 121 • Demand Estimation and Sales Forecasting Techniques 121 • Chapter Summary 127 • Key Terms 128 • Questions 128 • Notes 129 . Sug- gested Additional Readings 129 5 Purchasing and Materials Management 130 The Purchasing Professional 132 - Purchasing Departments 133 • Purchasing Ob- jectives 134 • Purchasing Strategies 136 • Stages of Development of Purchasing Organizations 138 • Contemporary Purchasing Practices and Skills 140 • Thelm- portanceof the Purchasing Professional to the Business Marketer 161 • Chapter Sum- mary 162 • Key Terms 163 • Questions 163 • Notes 163 • Suggested Additional Readings 164 Organizational Buying Behavior 166 Models of Organizational Buying Behavior 167 • The Organizational Buying Process 169 • Multiple Buying Influence 177 . Detenrnning the Relative Importance of Buy- ing Influences 183 • Understanding Buying Motivations 187 • The Buying Center 192 • Chapter Summary 194 • Key Terms 195 . Questions 195 - Notes 196 . Suggested Additional Readings 197 7 Strategie Alliances and Partnering Retationships in Business Marketing 199 Why Strategie Alliances Have Become Populär 199 - Types of Strategie Alliances 202 • Alliance Linkages 206 • Controls on Strategie Alliances 207 • Successful Strategie Alliances 212 • Business Marketing and Strategie Alliances 221 - Chapter Summary 224 • Key Terms 225 - Questions 225 . Notes 226 • Suggested Addi- tional Readings 227 Contents • v PART THREE THE BUSINESS MARKETING PROCESS: SEGMENTATION, PLANNING, STRATEGY, AND INTELLIGENCE GATHERING 8 The Standard Industrial Classification (SIC) System 231 What Is the SIC System? 231 . Soürces of SIC-Related Data 238 . Limitations of the SIC System 248 • Expansionsof the Basic Four-Digit SIC Codes 251 • Deter- mining Appropriate SIC Codes 254 . Marketing Uses of the SIC System and Related Data 258 • Chapter Summary 261 • Key Terms 262 • Questions 262 • Notes 263 • Suggested Additional Readings 263 Segmentation in Business Markets 264 What Is Market Segmentation? 264 • Why Segment Business Markets? 266 • Bases Used to Segment Business Markets 267 • Approaches Used to Segment Business Mar- kets 280 • The Segmentation Decision Process 281 • The Status of Segmentation in Business Marketing 285 • Chapter Summary 287 • Key Terms 287 • Questions 287 • Notes 288 • Suggested Additional Readings 289 10 Planning Business Marketing Strategy 290 The Meaningof Strategy 291 • Strategie Planning 292 • Strategy Levels 292- Marketing Planning 293 • The Marketing Planning Process 295 • The Marketing Plan 315 • Marketing Planning Aids 317 • Chapter Summary 326 • Key Terms 326 • Questions 326 • Notes 327 • Suggested Additional Readings 328 11 Business Marketing Intelligence 329 Marketing Intelligence 331 • The Marketing Information System 332 • Marketing Research in Business Markets 339 • The Marketing Research Process 340 • Busi- ness Marketing Research-A Case Study 343 • Unique Characteristics of Business Marketing Research 346 • Areas bf Major Business Marketing Research Activities 352 • Profile of the Business Marketing Researcher 354 • The Status of Marketing Research in Business Markets 357 • Chapter Summary 359 • Key Terms 360 • Questions 360 • Notes 360 • Suggested Additional Readings 361 vi • Contents PART FOUR THE BUSINESS MARKETING MIX 12 Product and Service Strategy in Business Marketing 365 What Is a Business Product? 365 • Business Product Strategy 369 • The Importance of Product Planning 371 • Success and Failure of Business Products and Services 374 • The Planning Process for New Products or Services 378 • Managing Existing Products and Services 393 • Product Support 397 • Product Management in Busi- ness Marketing 399 • Chapter Summary 404 • Key Terms 405 • Questions 405 • Notes 406 • Suggested Additional Readings 407 13 Channel Strategy in Business Marketing 408 Business Channel Strategy 408 • Analysis of Business Channel Systems 413 • Di- rect Channels 415 • Indirect Channels 417 • Formulating Business Channel Strategy 431 • Partner Relationships in Business Channels 439 • Chapter Summary 441 • Key Terms 441 • Questions 442 • Notes 442 • Suggested Additional Readings 443 14 Physical Distribution Strategy in Business Marketing 444 What Is Physical Distribution? 444 . The Physical Distribution System in Business Marketing 446 • The Physical Distribution Process in Business Marketing 448 • The Importance of Physical Distribution in Business Marketing Strategy 450 • Physical Distribution Management 456 • The Total Integrated System of Physical Distribution 465 . Just-in-Time Implications for Physical Distribution 468 • Chapter Summary 471 • Key Terms All • Questions All - Notes 473 • Suggested Additional Readings 473 15 Promotional Strategy in Business Marketing-Personal Selling 475 Business Promotional Strategy 477 . Personal Selling in Business Markets 479 • The Costof Personal Selling 494 . Sales Management in Business Marketing 500 • Chapter Summary 510 • Key Terms 510 • Questions 510 • Notes 511 • Sug- gested Additional Readings 512 Contents • vii 16 Promotional Strategy in Business Marketing-Advertising and Sales Promotion 514 Advertising in Business Marketing 514 • Media in Business Advertising 522 • Busi- ness Advertising Messages 538 • Sales Promotion in Business Marketing 542 • Pub- licity and Public Relations in Business Marketing 553 • Business Advertising and Sales Promotion Budgets 555 • Evaluating the Effectiveness of Advertising and Sales Promotion 556 • Integrating Overall Business Promotional Strategy 556 • Chapter Summary 558 • Key Terms 559 • Questions 559 • Notes 560 . Suggested Addi- tional Readings 562 17 Pricing Strategy in Business Marketing 563 What Is Price? 565 • Pricing in Business Markets 566 • Considerations in Pricing Business Goods and Services 567 • Techniques Used in Determining Prices in Busi- ness Markets 582 • List and Net Prices in Business Markets 589 • Bidding in Busi- ness Markets 594 • Negotiated Pricing in Business Markets 600 • Leasing in Business Markets 601 • Relationship Marketing and Pricing 605 ¦ Chapter Sum- mary 607 • Key Terms 608 • Questions 608 • Notes 609 • Suggested Additional Readings 610 PART FIVE BUSINESS MARKETING PERFORMANCE: CONTROL AND EVALUATION 18 Business Marketing Control and Evaluation 615 Control and Evaluation Defined 616 . Levelsof Marketing Control and Evaluation Activity 618 • Mechanisms for Marketing Control and Evaluation 627 * Integrating Levelsof Control and Evaluation with Proper Mechanisms 641 • Chapter Summary 642 • Key Terms 642 • Questions 642 • Notes 643 • Suggested Additional Readings 644 viii • Contents PART SIX CASES CASEi CityofBrookings 647 • CASE 2 Carolina Jam Jelly (A) 654 • CASE 3 Carolina Jam Jelly (B) 660 • CASE 4 AWeekintheLifeof Jim Roberts, In- dustrial Sales Rep 664-CASE 5 Atlas Power Tools 672 • CASE 6 Milford Glove Company 680 • CASE 7 Johannsen and Lundgren Architects 688 • CASE 8 Atomic Energy ofCanada, Limited 696 • CASE 9 Atomic Energy of Canada, Lim- ited-Research Company 709 • CASE 10 Electrotech, Inc. 717 • CASE 11 Gyp- sum Wallboard Corporation 723 • CASE 12 Great Lakes Building Products Company 729 • CASE 13 Medical Electronic Instruments 736 • CASE 14 Ap- palachian Equipment Company 739 • CASE 15 Fairchild Lubricarits, Inc. 743 • CASE 16 Bay City Steam Fittings, Inc. 750 • CASE 17 Mercer Industrial Equip- ment, Inc. 765 • CASE 18 MPM Corporation 769 • CASE 19 Royal Corporation 775 • CASE 20 Bolter Turbines, Inc. 787 • CASE 21 Geodesic Domes, Inc. 790 • CASE 22 Wind Technology 797 • CASE 23 Veber Chemical Corporation 804- CASE 24 Wood-N-Things Manufacturing Company 812 • CASE 25 Superior Equipment Company 817 GLOSSARY 824 AUTHOR INDEX 837 SUBJECT INDEX 845
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discipline	Wirtschaftswissenschaften
edition	6. ed.
format	Book
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title_full_unstemmed	Business marketing a managerial approach Robert W. Haas
title_short	Business marketing
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title_sub	a managerial approach
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