Modern business marketing: a strategic planning approach to business and industrial marketing
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
Saint Paul, Minn. <<[u.a.]>>
West
1991
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| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 642 S. |
Internformat
MARC
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| 035 | |a (OCoLC)917702110 | ||
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| 041 | |a und | ||
| 049 | |a DE-188 | ||
| 100 | 1 | |a Powers, Thomas L. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Modern business marketing |b a strategic planning approach to business and industrial marketing |c Thomas L. Powers |
| 264 | 1 | |a Saint Paul, Minn. <<[u.a.]>> |b West |c 1991 | |
| 300 | |a XX, 642 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021707957&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-021707957 | ||
Datensatz im Suchindex
| _version_ | 1804144556536496128 |
|---|---|
| adam_text | Contents
Parti
UNDERSTANDING BUSINESS
MARKETING 1
Chapter 1
The Nature of Business Marketing 3
BUSINESS MARKETING S IMPORTANCE 4
•^BUSINESS MARKETING: AN OVERVIEW 5
Marketing to Business: A Different Task
Than Consumer Marketing 6
Business Markets Versus Consumer Markets 9
BUSINESS MARKETING STRATEGY:
AN INTRODUCTORY LOOK 12
Product and Service Considerations 12
Promotion Considerations 12
Pricing Considerations 13
Place Considerations 13
Customer Service Considerations 14
BUSINESS GOODS: A WIDE VARIETY OF PRODUCTS
AND SERVICES 14
Capital Equipment: Major Purchases
by Business Buyers 15
Production Inputs: Items That Become a Part
of the Buyer s Manufacturing Process 16
Business Supplies and Services: Used by the Buyer
on an Ongoing Basis 18
ADEMAND FOR BUSINESS PRODUCTS: AFFECTED BY THE
DEMAND FOR RELATED PRODUCTS 18
Derived Demand Impacts 19
Joint Demand Impacts 22
ECONOMICS OF BUSINESS MARKETS: PRICE
AND INCOME ELASTICITIES 24
Price Elasticity in Business Markets 24
Income Elasticity in Business Markets 25
Price Impacts in Business Markets: The Physical Product
of Capital 26
Contents in Brief
Parti
UNDERSTANDING BUSINESS
MARKETING 1
1. The Nature of Business
Marketing 3
2. Business Purchasing
Behavior 31
3. Business Purchasing
Methods 65
Part II
DEVELOPING BUSINESS
MARKETING STRATEGIES 97
4. Introduction to Business
Marketing Strategy 99
5. Identifying Business
Markets 129
6. Business Marketing
Research 161
7. New Business Product
Development 193
Part III
STRATEGIC ELEMENTS OF THE
BUSINESS MARKETING
PROGRAM 221
8. Business Product and Service
Strategy 223
9. Channel Organization and
Strategy 261
10. Physical Distribution
Strategy 297
11. Personal Selling and Sales
Force Strategy 333
12. Advertising, Sales Promotion,
and Publicity Strategy 375
13. Pricing Strategy 417
Part IV
INTERNATIONAL AND FUTURE
ISSUES 455
14. International Business
Marketing Strategy 457
Part V
COMPREHENSIVE CASES 491
w
CHAPTER OVERVIEW AND LOOKING AHEAD 26
CHAPTER CASE:
THE STERLING COMPANY 28
C Chapter 2
Business Purchasing Behavior 31
AN INTRODUCTION TO BUSINESS PURCHASING
BEHAVIOR 32
Relationship Management 33
Stages of the Business Purchasing Process 33
MODELS OF BUSINESS BUYER BEHAVIOR 37
Individual and Group Decision Making: The Sheth Model 37
Roles of the Buyer: The Webster and Wind Model 38
Purchase Situations: The Buygrid Model 39
Individual and Organization Interaction:
The Dyadic Exchange Model 43
BUSINESS PURCHASE MOTIVES 45
Economic Motives 45
Non-economic Motives 46
Utilizing Value Analysis 48
FUNCTIONAL AREAS AND INDIVIDUALS
IN THE BUYER S ORGANIZATION 49
Functional Areas 49
Individuals in the Buyer s Organization 52
THE BUYER S ORGANIZATION STRUCTURE 53
Determining the Buying Center 56
Conflict in the Purchasing Organization 56
ETHICAL CONSIDERATIONS IN BUSINESS MARKETING 58
Ethics Versus Legality 59
Ethical Considerations Across the Marketing Mix 59
An Interorganizational Problem: Reciprocity 60
CHAPTER OVERVIEW AND LOOKING AHEAD 61
CHAPTER CASE:
LOASBY DIE CAST INC. 62
Chapter 3
Business Purchasing Methods 65
INTRODUCTION TO THE PURCHASING PROCESS 66
THE MAKE-OR-BUY DECISION 66
Why Do Firms Source Internally? 67
Why Do Firms Source Externally? 69
Marketing to the Make-or-Buy Decision 70
Risks to the Seller in the Make-or-Buy Decision 71
METHODS OF VENDOR ANALYSIS 72
Categorical Method 74
Weighted Point Method 75
Cost-Ratio Method 76
Capabilities of the Supplier 77
Marketing Strategy Considerations 79
PURCHASING METHODS 79
Routine Purchasing Methods 79
Competitive Bidding 81
Negotiated Contracts 84
K Influencing the Purchase Decision Process 84
GOVERNMENTAL PURCHASING PROCEDURES 87
Governmental Contract Types 88
Dealing with Government Procedures 89
Government Planning and Budgeting Systems 90
CHAPTER OVERVIEW AND LOOKING AHEAD 92
CHAPTER CASE:
RIVERSIDE PRODUCTION CORPORATION 94
Part II
DEVELOPING BUSINESS MARKETING
STRATEGIES 97
Chapter 4
Introduction to
Business Marketing Strategy 99
INTRODUCTION TO STRATEGIC PLANNING 100
THE STRATEGIC PLANNING CONCEPT 101
DEFINING BUSINESS STRATEGY 101
The Business Mission 102
Organizational Objectives 104
Organizational Strategy 104
MARKETING AND THE STRATEGIC PLANNING
INTERACTION 105
Conflict Causes and Resolution 106
The Marketing Strategy Center 107
DEVELOPING STRATEGY: MARKETING S INPUT 107
Market Opportunity Analysis 109
Target Market Selection 113
Developing a Marketing Mix Strategy 113
Monitoring Marketing Performance 113
MANAGING THE STRATEGIC PLANNING PROCESS 114
Primary Marketing Strategies 115
Product/Market Strategies 116
Porter s Strategic Thrusts 118
Differentiation versus Segmentation 120
THE PIMS PROJECT AND FINDINGS 120
PIMS Findings 121
Applying the PIMS Research 122
CHAPTER OVERVIEW AND LOOKING AHEAD 123
CHAPTER CASE:
LEAL LUMBAR COMPANY 125
Contents
vii
Chapter 5
Identifying Business Markets 129
INTRODUCTION TO IDENTIFYING BUSINESS MARKETS 130
BUSINESS CUSTOMERS:
KEY CATEGORIES AID THE MARKETER 130
Commercial Enterprises 131
Institutions 136
Government Purchasers 137
IDENTIFYING MARKET SEGMENTS 139
The Importance of the Market Niche 140
Requirements Necessary to Segment Business Markets 141
Macro and Micro Segmentation: A Two-Stage Approach 141
The Nested Approach 142
The Relative Costs of Segmentation 145
Benefit Segmentation in Business Markets 145
Segmentation Variables 146
Marketing Management Considerations 148
OBTAINING MARKET INFORMATION: THE STANDARD
INDUSTRIAL CLASSIFICATION (SIC) SYSTEM 148
How the SIC System Works 150
Using the SIC System 153
Looking at Market Size and Competitive Structure 154
Competitor Analysis 155
CHAPTER OVERVIEW AND LOOKING AHEAD 158
CHAPTER CASE:
EXAMINING BUSINESS MARKETS 159
Chapter 6
Business Marketing Research 161
INTRODUCTION TO BUSINESS MARKET RESEARCH 162
Business Market Research: The Link to Strategy
Development 162
THE BUSINESS MARKET RESEARCH PROCESS 164
Guidelines for Effective Research 164
Structuring Market Research Activities 167
SECONDARY DATA SOURCES AND USE 169
Sources of Secondary Information 169
Using Secondary Information 171
Using a Market Information System 171
PRIMARY DATA COLLECTION AND ANALYSIS 173
Focus Group Interviews 174
Concept Testing 176
Concept Testing Methods 178
Technical Use and Market Testing 179
Business Survey Research 180
Determining the Sample Design 182
Analysis of Research Data 185
Using Outside Market Research Agencies 186
its
CHAPTER OVERVIEW AND LOOKING AHEAD 187
CHAPTER CASE:
WESTCHESTER STEEL LOCKER COMPANY 188
APPENDIX: SECONDARY DATA SOURCES 189
Chapter 7
New Business
Product Development 193
NEW BUSINESS PRODUCT DEVELOPMENT:
AN INTRODUCTION 194
THE NEW PRODUCT DEVELOPMENT TASK 195
Causes of High Failure Rates 195
Causes of New Product Success 196
PRODUCT ADOPTION IN BUSINESS MARKETS 197
Factors That Impact Market Acceptance 198
What Makes a Business Product New ? 199
The Customer s Viewpoint 200
THE NEW PRODUCT DEVELOPMENT PROCESS 200
NEW PRODUCT IDEA GENERATION 201
Internal Idea Generation 201
External Idea Generation 203
NEW PRODUCT SCREENING AND SELECTION 204
MARKET RESEARCH FOR NEW BUSINESS PRODUCTS 205
The Technical Use Test 205
Market Testing 208
LAUNCHING THE NEW BUSINESS PRODUCT 211
Managing and Controlling Launch Activities 212
Measuring Launch Results 212
NEW PRODUCT MANAGEMENT: AN ONGOING
CHALLENGE 213
New Product Organizations 214
CHAPTER OVERVIEW AND LOOKING AHEAD 217
CHAPTER CASE:
RICE MECHANICAL PRODUCTS, INC. 218
Part III
STRATEGIC ELEMENTS OF THE BUSINESS
MARKETING PROGRAM 221
Chapter 8
Business Product
and Service Strategy 223
BUSINESS PRODUCT AND SERVICE STRATEGY:
AN INTRODUCTION 224
DEFINING BUSINESS PRODUCT STRATEGY 225
Product Strategy Options 226
What Actions Do Firms Take? 226
DEFINING A BUSINESS PRODUCT 227
Conceptually Looking at the Benefit Bundle 228
Business Products: Standard to Custom-Made 229
MANAGING THE BUSINESS PRODUCT PORTFOLIO 230
Portfolio Management Models 231
THE BUSINESS PRODUCT LIFE CYCLE 234
Product Strategy Through the Life Cycle:
The Introduction Stage 235
The Growth Stage 237
The Maturity Stage 238
The Decline and Abandonment Stage 239
/ Experience Curve Effects 240
^ MARKETING STRATEGY FOR BUSINESS SERVICES 241
—^ Business Services: Marketing the Intangible 242
The Customer s Evaluation of Services 244
Business Service Strategy Across the Marketing Mix 246
Major Challenges to Business Service Strategy 248
Service Management: After-the-Sale Service 251
POSITIONING BUSINESS PRODUCTS 252
CHAPTER OVERVIEW AND LOOKING AHEAD 255
CHAPTER CASE:
FITZPATRIC CHEMICAL COMPANY 256
Chapter 9
Channel Organization
and Strategy 261
BUSINESS CHANNELS: AN INTRODUCTION 262
TASKS AND MANAGEMENT OF A BUSINESS CHANNEL 262
Business vs. Consumer Channels: How Do They Differ? 264
MEMBERS OF THE BUSINESS CHANNEL 265
The Key Role of the Industrial Distributor 265
Utilizing Industrial Distributors 266
Categories of Industrial Distributors 267
Recent Changes in Industrial Distribution 269
Manufacturer s Representatives 270
Value Added Resellers 272
Brokers 272
Jobbers 272
Manufacturer Branches and District Offices 273
DETERMINING THE CHANNEL STRUCTURE 273
Types of Vertical Marketing Systems 273
Channel Structure Considerations 274
Channel Alternatives 275
Evaluating Channel Alternatives 278
Trading Off Channel Options 279
IMPLEMENTING THE CHANNEL STRATEGY 284
Selection of Channel Members 284
MANAGING THE BUSINESS CHANNEL 287
Motivating Channel Members 287
Managing Channel Conflict 289
Integrated Channels: Increased Importance 291
CHAPTER OVERVIEW AND LOOKING AHEAD 292
CHAPTER CASE:
YPSILANTI MACHINE TOOL, INC. 293
Chapter 10
Physical Distribution Strategy 297
PHYSICAL DISTRIBUTION: AN INTRODUCTION 298
PHYSICAL DISTRIBUTION S IMPACT
ON BUSINESS MARKETING STRATEGY 298
Customer Service 299
Channel Members 299
Cost of Distribution Through the Channel 300
THE STRATEGIC DISTRIBUTION TASK 301
Using the Physical Distribution Concept 302
The Total Cost Approach 303
TRANSPORTATION MANAGEMENT 306
Transportation Modes 307
Legal Categories of Carriers 308
Managing Tradeoffs Between Modes 310
Managing the Traffic Function 310
Regulatory Impacts on Transportation 312
WAREHOUSING AND MATERIAL HANDLING SYSTEMS 313
Transportation Consolidation 313
Order Consolidation 314
Assembly Postponement 314
Geographic Postponement 314
Speculation 315
Warehouse Options 315
Warehouse Location 315
Materials Handling Considerations 316
INVENTORY MANAGEMENT 317
Controlling Inventory Costs 318
Inventory Control Options 319
Determining the Correct Order Quantity 320
Planning for Inventory Stockouts 323
Zero Inventory Methods 324
MANAGING THE ORDER PROCESS 325
Order Placement 325
Order Transmission 326
Order Processing 326
Order Selection 327
Order Transportation 327
Order Delivery 327
CHAPTER OVERVIEW AND LOOKING AHEAD 328
CHAPTER CASE:
MAXWELL BUSINESS APPLIANCE CO. 330
^Chapter 11
Personal Selling and
Sales Force Management 333
PERSONAL SELLING: AN INTRODUCTION 334
THE BUSINESS SALES PROCESS 335
Determining the Best Selling Method 336
Professional Selling Functions in Business Markets 338
Steps in Business Selling 339
TYPES OF BUSINESS SALESPEOPLE 340
The Inside Salesperson 340
The Field Salesperson 341
The Executive Salesperson 341
The Sales Engineer 341
The Missionary Salesperson 342
Company vs. Manufacturer s Representatives 343
Recent Trends in Selling 344
SALES FORCE PLANNING 346
Sales Force Recruiting and Turnover 348
Sales Force Screening and Selection 350
Structuring the Sales Force 352
Determining the Optimal Sales Force Size 354
Training the Sales Force 355
DIRECTING, MOTIVATING, AND COMPENSATING
THE SALES FORCE 357
Time Management 358
Routing Salespeople in the Field 358
Motivating the Sales Force 360
Making Use of Motivation Theory 361
Compensation of Business Salespeople 364
Incentive Programs in Business Selling 367
EVALUATING SALES PERFORMANCE 367
Tracking Reports 368
Management by Objective 368
Management by Exception 368
Ratio Analysis 368
CHAPTER OVERVIEW AND LOOKING AHEAD 369
CHAPTER CASE:
LISLE COMMUNICATIONS INC. 371
Chapter 12
Advertising, Sales Promotion,
and Publicity Management 375
ADVERTISING, PUBLICITY, AND SALES PROMOTION:
AN INTRODUCTION 376
The Role of Business Advertising 377
Advertising s Relationship to Business Selling 378
Advertising and the Business Firm s Image 378
BUSINESS ADVERTISING OBJECTIVES 382
Creating Awareness 382
Trial or Information Search 383
Generating Leads 383
Assisting Channel Members 383
Selling the Product 383
Internal Selling 386
Enhancing Derived Demand 386
Balancing the Overall Promotional Effort 386
DETERMINING MEDIA TYPES TO UTILIZE 387
Trade Journals 387
General Business Publications 387
Business Directories 389
Television and Radio Advertising 390
Outdoor Advertising 391
The Media Connection 391
DEVELOPING ADVERTISING CONTENT 391
Defining Ad Objectives 391
Identifying the Market Segment and Audience 393
Developing the Theme 393
Developing the Headline 393
Copy Development 394
Ad Layout 395
Media Selection 395
MEASURING ADVERTISING EFFECTIVENESS 397
Pretesting and Post-testing Business Advertising 397
Budgeting Business Advertising 398
Measuring Advertising Response 401
USING DIRECT MARKETING 401
Telemarketing in Business Markets 402
Direct Mail in Business Markets 403
USING PUBLICITY 404
Company-sponsored Publications 406
SALES PROMOTION IN BUSINESS MARKETS 406
Promotional Materials 406
Specialty Advertising 408
Trade Shows and Displays 409
CHAPTER OVERVIEW AND LOOKING AHEAD 410
CHAPTER CASE:
CLEVELAND REGULATOR COMPANY 412
Chapter 13
Pricing Strategy 417
PRICING STRATEGY: AN INTRODUCTION 418
THE STRATEGIC ROLE OF PRICING 419
Influences on Pricing Strategy 419
The Customer s Price Perspective 420
Determining Pricing Objectives 421
What Pricing Strategies Do Business Firms Use? 423
BUSINESS MARKET STRUCTURES AFFECTING PRICE 424
Oligopoly Business Markets 424
Monopoly Business Markets 425
Monopolistic Competition in Business Markets 425
Pure Competition in Business Markets 425
Price and Cost Leadership 426
Competitive Reaction to Pricing Strategy 426
ESTIMATING DEMAND AND PRICE 427
The Role of Market Research 428
Developing Price/Demand Relationships 429
Implementing Price Elasticity 430
Cost Inputs to the Pricing Decision 433
Types of Cost Inputs 434
Internal Costing Systems 435
Inflationary Impacts on Costs 436
Considerations in Competitive Bidding 436
PRICING METHODS 437
Markup Pricing 437
Break-even Pricing 438
Rate-of-return Pricing 438
Peak-load Pricing 438
Marginal Cost Pricing 439
Price Skimming 439
Penetration Pricing 439
Product-Line Pricing 440
Pricing over the Product Life Cycle 440
Using Geographic Pricing 441
Using Price Discounts 443
LEASING IN BUSINESS MARKETS 445
Types of Leases 446
Leasing as a Strategic Element 447
LEGAL ISSUES IN PRICING 448
CHAPTER OVERVIEW AND LOOKING AHEAD 449
CHAPTER CASE:
INFORMATION SERVICES, INC. 451
Part IV
FUTURE CHALLENGES 455
Chapter 14
International Business
Marketing Strategy 457
INTERNATIONAL BUSINESS MARKETING:
AN INTRODUCTION 458
MARKETING IN AN INTERNATIONAL ENVIRONMENT 459
Strategic Considerations 459
Stages of Economic Growth 461
Market Opportunities in Newly Industrialized Countries 463
International Portfolio Strategy 464
Trade Barriers in International Markets 466
ENTERING FOREIGN MARKETS 467
Exporting 467
Contractual Entry Modes 469
Investment Entry Modes 470
MANAGING INTERNATIONAL BUSINESS
MARKETING STRATEGY 473
Product Strategy 473
Advertising and Promotion Strategy 475
Pricing Strategy 477
Place Strategy 478
FUTURE CHALLENGES IN BUSINESS MARKETING 481
The Innovation Challenge 482
Challenges to Productivity 483
CHAPTER OVERVIEW AND LOOKING AHEAD 484
CHAPTER CASE:
PACE CONTROL INDUSTRIES, INC. 485
PartV
COMPREHENSIVE CASES 491
IDENTIFYING BUSINESS MARKETS
Case 1: Trus Joist Corporation (B) 495
Case 2: Industry Note: The Electric Motor Industry 504
IDENTIFYING OPPORTUNITIES
AND NEW PRODUCT DEVELOPMENT
Case 3: Pape Bros., Inc. 514
BUSINESS MARKETING MIX STRATEGY
Case 4: Gulfcoast Chemical, Inc. (A) 522
Case 5: Gulfcoast Chemical, Inc. (B) 536
Case 6: SECO Company 539
Case 7: Plastic Piping Systems: Employee Turnover (A)
549
Case 8: Plastic Piping Systems: Employee Turnover (B)
562
Case 9: Royal Corporation 565
Case 10: Prime Plastics Inc. Telemarketing 582
COMPREHENSIVE STRATEGY
Case 11: Baldor Electric Company:
Positioning for the Twenty-first Century 593
INTERNATIONAL BUSINESS STRATEGY
Case 12: MacTec Control AB 609
PRICING TERMS 617
GLOSSARY 621
INDEX 635
|
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| spelling | Powers, Thomas L. Verfasser aut Modern business marketing a strategic planning approach to business and industrial marketing Thomas L. Powers Saint Paul, Minn. <<[u.a.]>> West 1991 XX, 642 S. txt rdacontent n rdamedia nc rdacarrier HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021707957&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Powers, Thomas L. Modern business marketing a strategic planning approach to business and industrial marketing |
| title | Modern business marketing a strategic planning approach to business and industrial marketing |
| title_auth | Modern business marketing a strategic planning approach to business and industrial marketing |
| title_exact_search | Modern business marketing a strategic planning approach to business and industrial marketing |
| title_full | Modern business marketing a strategic planning approach to business and industrial marketing Thomas L. Powers |
| title_fullStr | Modern business marketing a strategic planning approach to business and industrial marketing Thomas L. Powers |
| title_full_unstemmed | Modern business marketing a strategic planning approach to business and industrial marketing Thomas L. Powers |
| title_short | Modern business marketing |
| title_sort | modern business marketing a strategic planning approach to business and industrial marketing |
| title_sub | a strategic planning approach to business and industrial marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021707957&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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