Business to business marketing management: a global perspective
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2013
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXIV, 498 S. |
| ISBN: | 9780415537025 9780415537032 |
Internformat
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| 245 | 1 | 0 | |a Business to business marketing management |b a global perspective |c Alan Zimmerman and Jim Blythe |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a London [u.a.] |b Routledge |c 2013 | |
| 300 | |a XXIV, 498 S. | ||
| 336 | |b txt |2 rdacontent | ||
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| 500 | |a Includes bibliographical references and index | ||
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Datensatz im Suchindex
| _version_ | 1804150287884091392 |
|---|---|
| adam_text | Titel: Business to business marketing management
Autor: Zimmerman, Alan S
Jahr: 2013
Contents
List of case studies xvii
List of figures xix
List of tables xxii
List of exhibits xxv
Acknowledgements xxvi
1 Introduction to business to business marketing 1
Introduction 1
Chapter objectives 1
Defining the business to business market 2
Trappings vs. substance 2
Impact of the Internet 6
Size of the market 6
Conceptual differences between B2B and consumer marketing 7
Relationship building 10
The IMP approach 11
Business goods classifications 11
Road map through the text 12
Case study 13
Chapter summary 15
References 16
2 How business organizations buy 17
Introduction 17
Chapter objectives 17
The decision-making unit 18
Classifying business customers 23
Buyers techniques 27
The buy grid framework 28
Value analysis 30
Evaluating supplier capability 31
Evaluating supplier performance 31
Case study 33
Chapter summary 34
References 35
3 Strategic planning for global business markets 36
Introduction 36
Chapter objectives 36
Strategic planning process 37
Mission, vision and objectives 37
Strategy 40
Planning 41
Competitive advantage 42
Value chain analysis 43
Value networks 45
Competition and hypercompetition 47
Globalization strategy 53
Case study 57
Chapter summary 59
References 60
4 Ethical considerations for business marketers 62
Introduction 62
Chapter objectives 62
Ethical environment 63
Business ethics 64
Marketing and ethics 66
Ethics in global business 73
Analyzing ethical problems 79
Making ethics work 81
Case study 85
Chapter summary 87
References 88
5 Market research 90
Introduction 90
Chapter objectives 90
The need for market research 91
Differences between consumer and business market research 91
Changes in market research 91
Developing a marketing information system 93
The marketing research process 93
Sampling and validity 101
Developing questionnaires 102
Analyzing the data 103
Market potential and sales forecasts 105
Organizing for market research 108
Managing research projects 110
Benchmarking 111
Case study 113
Chapter summary 116
References 118
6 Segmentation, targeting, and positioning 119
Introduction 119
Chapter objectives 119
Importance of segmentation and targeting 120
Consumer versus B2B segmentation 121
Relationship between segmentation, targeting, and positioning 121
Effective segmentation 122
Competition 123
Segmentation variables 123
Segmentation process 127
Selecting the best segments 131
Need to re-segment 132
Global segmentation 132
Market targeting 133
Positioning 135
Re-positioning 136
Case study 137
Chapter summary 139
References 140
7 Market entry tactics 142
Introduction 142
Chapter objectives 142
Market entry considerations 143
Success factors 145
Role of technology 146
First movers vs. followers 146
Entering foreign markets 147
Choosing foreign markets 149
Foreign market entry strategy 152
Importance of networking 153
Comparing the entry strategy alternatives 154
Virtual market entry 158
Strategic alliances 159
Selecting the entry strategy 162
Blocked markets 163
Case study 164
Chapter summary 166
References 167
8 Product strategy and product development 170
Introduction 170
Chapter objectives 170
Definition of product 171
Product strategy 171
The product lifecycle 173
Diffusion of innovation 177
New product development process 180
Determinant attributes 182
Testing the new product concept 183
Project teams 187
The Internet and NPD 190
Global products 190
Extension versus adaptation 191
Intellectual property 191
Country of origin 194
Managing the global product 194
Packaging and labeling 195
Quality 196
Global sourcing 197
Case study 198
Chapter summary 200
References 202
9 Services for business markets 205
Introduction 205
Chapter objectives 205
Services and international trade 206
Services definitions 207
The goods/services continuum 207
Management implications 209
Product support services 211
Corporate culture 212
Measuring service quality 213
Quality of e-services 214
Blueprinting 216
Designing new services 216
Marketing services 219
The transition from product to service orientation 220
International services delivery 222
Overcoming trade barriers 223
Case study 225
Chapter summary 226
References 228
10 Pricing 230
Introduction 230
Chapter objectives 230
The magic of price 231
The pricing process 232
Pricing objectives 234
Pricing strategy 234
Determining demand - customer perceptions of price 236
Customer perceptions of costs and benefits 237
Price sensitivity 238
Costs 239
Competition 240
Pricing methods 242
Pricing policies 244
Legality of pricing policies 244
Transfer pricing 244
Determining prices for products and product lines 245
Terms of sale and payment 245
Financing foreign trade 245
Effect of the Internet 247
Competitive bidding 247
Case study 249
Chapter summary 251
References 252
11 Supply chain management 254
Introduction 254
Chapter objectives 254
Managing the supply chain 255
Logistics versus physical distribution 257
Establishing and maintaining relationships 262
Channel system orientation 263
Inventory management 264
International trade 265
Transportation methods 267
Case study 270
Chapter summary 271
References 272
12 Managing distribution channels 274
Introduction 274
Chapter objectives 274
Strategic issues in distribution 275
Managing distribution channels 284
Efficient customer response 288
Case study 289
Chapter summary 290
References 291
13 Business to business marketing communications 293
Introduction 293
Chapter objectives 293
B2B vs. consumer communications 294
Communications theories 294
Signs and meaning 297
Attitude and attitude change 298
Developing the marketing communications program 301
Advertising 304
Media in business advertising 306
Direct response advertising 306
Standardization vs. adaptation 311
Integrating marketing communications 313
Case study 315
Chapter summary 316
References 317
14 Customer relationships and key-account management 319
Introduction 319
Chapter objectives 319
Buyer-seller relationships 320
The role of personal selling 325
A marketer s view 328
The salesperson s-eye view 329
Types of salesperson 332
The selling cycle 334
Key-account selling 336
The KAM/PPF model 339
Key-account management in a global context 341
Managing the salesforce 341
Salespeople and information technology 344
Case study 345
Chapter summary 347
References 348
15 Sales promotion, exhibitions, and trade fairs 351
Introduction 351
Chapter objectives 351
Exhibitions and trade fairs as communication 352
Research into exhibitions 353
Visitor expectations 356
Exhibitions and key-account management 357
Why exhibitions fail 359
Planning for exhibitions 360
Managing the exhibition stand 361
Alternatives to exhibitions 363
Private exhibitions 363
Road shows 364
Sales promotion 364
Categories of sales promotion 366
Case study 367
Chapter summary 369
References 370
16 Corporate reputation management 371
Introduction 371
Chapter objectives 371
Creating and managing a reputation 372
Image 374
Corporate image and added value 3 76
PR and external communication 377
Tools of public relations 379
The role of PR in the organization 382
Internal communications media 383
Sponsorship 386
Risk management 388
Establishing a crisis team 388
Dealing with the media in a crisis 389
Using outside agencies to build corporate image 390
Developing a brief 393
Measuring outcomes 393
Case study 394
Chapter summary 397
References 397
17 Marketing planning, implementation, and control 399
Introduction 399
Chapter objectives 399
Marketing planning 400
The marketing audit (marketing performance measurement) 401
Tactical planning 403
Developing unique capabilities 405
Monitoring and evaluating marketing performance 412
Balanced scorecards 413
Feedback systems 414
Control systems 414
Difficulties with control systems 416
Tactics of control 417
Case study 419
Chapter summary 421
References 422
18 Organizing for maximum effectiveness 424
Introduction 424
Chapter objectives 424
Structural alternatives 425
Centralization versus decentralization 434
Choosing the most effective structure 435
Product/market manager considerations 437
Reacting to turbulent markets 439
When to restructure 440
Managing change 441
Case study 443
Chapter summary 444
References 445
19 The future of business marketing 447
Introduction 447
Chapter objectives 447
Globalization 448
Rapidly changing technology 450
Social networking 451
Increased visibility 453
Product development 453
Postmodern marketing 454
Value-based marketing 456
Relationship marketing 459
The twenty-first century marketplace 460
The importance of basics 461
Conclusion 462
Case study 462
Chapter summary 465
References 466
Appendix A Foreign exchange 468
Appendix B Marketing plan 471
Appendix C Comprehensive case The Frankfurt Pump Company GmbH (FPC) 474
Index 493
Case studies
Chapter 1
Rising Sun
Chapter 2
New ERP System
Chapter 3
Tullow Oil PLC
Chapter 4
Taiwan Office Furniture
Chapter 5
NG Electronics Corporation
Chapter 6
Banco Portugues de Investimento
Chapter 7
Fraport AG
|
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| title | Business to business marketing management a global perspective |
| title_auth | Business to business marketing management a global perspective |
| title_exact_search | Business to business marketing management a global perspective |
| title_full | Business to business marketing management a global perspective Alan Zimmerman and Jim Blythe |
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