Industrial marketing:
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles
SAGE
[2023]
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | xxxii, 365 Seiten Diagramme |
| ISBN: | 9781529778540 9781529778533 |
Staff View
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CONTENTS List of Case Studies and Vignettes Online Resources About the Authors Acknowledgements Roadmap 1 2 xix xxi xxiii xxvii xxix Applying Marketing Philosophiesto Industrial Markets Learning Objectives Marketing Looking Back. Consumer and Industrial Marketing Industrial Products: Approaches to Their Classification and Component Parts Industrial Products Industrial Component Materials and Parts Classification Approaches Classification of Industrial Products by Their Integration Level in the Final Product Shapiro and Murphy Enis Approaches to the Classification of Industrial Products Strategic Implications Related to the Nature of Industrial Products Industrial Buyers Institutional Buyers Governmental Buyers 13 15 22 26 27 Differentiation Characteristics of Industrial Markets Learning Objectives Specific Characteristics for Differentiating Industrial Markets Derived Demand Accelerator Effect Market Concentration International Character of Industrial Markets Financial Products Complexity of the Purchasing Process Product Complexity 31 31 34 35 37 39 40 41 41 42 1 1 3 3 5 6 7 8 10 12
xii 3 4 5 I INDUSTRIAL MARKETING Departmental Interdependence Number of Customers Significance of the Customer Relationships Between Buyers and Sellers Reciprocity in the Relationship of Purchase and Sale Agreements Demand: Axes, Dimensions, and Elasticity Life Cycle of Industrial Products Differences between Industrial and Consumer Marketing 45 47 48 50 51 52 54 55 Supply Chain Networks for Manufacturing Products 57 Learning Objectives Introduction to Supply Chain Management What Is Different in Industrial Supply Chains? Logistics Chains and Supply Chains Industrial Supply Chain: Key Decisions Key Players Strategies 57 62 64 67 70 70 72 Organizational Buying Process, Buying Relations, and Buying Behavior in Industrial Marketing Learning Objectives General Framework of Relationships Between Industrial Buyers and Industrial Sellers Organizational Purchasing Processes Framework for Establishing Relationships Between Industrial Buyers and Sellers Determinants of Buyer Behavior in Industrial Marketing Factors Determining Seller Behavior in Industrial Marketing Relationship Between Industrial Buyers and Sellers as a Determinant of Purchase Organizational Purchasing Behavior Models The BUYGRID Model The Anderson, Chu, and Weitz Model The Webster and Wind Model: Factors That Influence the Organizational Process of Purchase Decisions The Marketing Mix: Distributing Industrial Products Learning Objectives Distribution, Distribution Networks, and Competitive Advantage Added Value Relationships with Other Functions: Consequences of Distribution Planning Push and Pull Strategies in
Distribution Basic Marketing Functions Fulfilled by Intermediaries 75 75 77 77 79 80 81 86 89 89 92 93 99 99 101 102 103 103 104
CONTENTS 6 I xiii Types of Intermediaries in the Industrial Business Field Agents/Representatives Brokers Industrial Wholesalers Drop Shippers Advantages and Disadvantages of Using Intermediaries Types of Industrial Distribution Channels Direct Distribution Channels Indirect Distribution Channels Multichannel and System Approaches Activities in Indirect Channels Industrial Electronic Distribution Networks Key Points When Selling to Intermediaries Distribution Channel Design Identification of Customer Preferences Demarcating Distribution Channel Goals Factors Affecting Channel Design Identification of Tasks Within the Distribution Channel Identification and Evaluation of Alternative Channels Distribution Channel Administration Enrolling Intermediaries Intermediary Training/Support Evaluation of Intermediaries Control in the Distribution Channel and Intra-Channel Conflict Supplier and Intermediary Perspectives on Relationship Issues Intermediary Perspective Supplier Perspective Distribution Efficiency 105 106 106 107 107 108 109 109 110 111 111 113 113 114 115 115 115 116 117 122 122 124 124 125 128 128 129 129 Supply Chain Transportation of Manufactured Products Learning Objectives Transportations of Goods External Transportation Features Physical Distribution of Manufactured Products: Challenges and Opportunities Transportation Means and Systems Means of Transportation Transportation 4.0 and E-Fulfillment Automatic Vehicle Location Identification Vehicle Troubleshooting Identification Autonomous Vehicle Navigation Incoterms®: Standardizing Global Transportation Systems 131
131 134 135 136 138 140 141 142 143 143 145
xiv 7 ļ INDUSTRIAL MARKETING The Marketing Mix: Promotion and Marketing Communication Channels for Industrial Products Learning Objectives Communication Marketing Interactions in Industrial Business Environments Communication Model Marketing Communications Toolbox Promotion Strategies Personal Sales Direct Marketing Public Relations Trade Fairs and Exhibitions Advertising Sales Promotion Communication and Corporate Social Responsibility Categories of Industrial Sellers Motivation of Staff for Industrial Sales The Process of Personal Selling Determining the Number of Sales Personnel Required Criteria for Organizing Sales Personnel in Industrial Enterprises 8 The Marketing Mix: Industrial Pricing Learning Objectives Price and Pricing Determining the Price Level: Benefits and Sacrifices Pricing Existing Industrial Products Identification of Goals Analyzing Demand Cost Analysis Competitive Analysis Consequences for the Company's Product Portfolio Legal Considerations Methods Used to Determine the Price Level Calculating the Price Level According to Costs Calculating the Price Level According to Demand Calculating the Price Level According to Competition Pricing for New Industrial Products Managing and Adjusting to the Chosen Pricing Policy Bidding Contests Management Errors in Pricing in Industrial Enterprises 149 149 151 153 153 154 155 155 156 156 157 157 158 158 159 160 162 164 165 167 167 167 168 170 170 171 173 175 176 176 176 176 177 178 179 179 180 181
CONTENTS General Model of Price Determination for Technical Products E-Industrial Marketing and Pricing Policies Pricing Strategy and Online Business-to-Business Transactions 9 The Marketing Mix: The Industrial Product Learning Objectives The Industrial Product Characteristics of Industrial Products and Offering Superior Value Product Policy Product Life Cycle Importance of Using the ProductLife Cycle Concept Industrial Product Portfolio Analysis: The BCG Matrix Product Development and Business Culture Success Factors for a New Industrial Product Reasons New Industrial Products Fail Communication Between Marketing and R D Departments 10 Warehousing in the Industrial Market Learning Objectives The Warehouse Is the Heart of Any Supply Chain System Warehousing Manufactured Products Receiving Transfer and Put Away Order Picking/Selection Accumulation/Sorting Cross-Docking Shipping Stock Inventory Warehousing 4.0 Automation of Warehousing Processes Robots and Cellular Transport Systems Pick by Voice Pick by Light Pick by Vision Embedded Systems Drones Information (Real-Time) Visibility Auto-ID Technologies Intelligent Sensors j xv 182 187 188 193 193 197 197 200 202 204 205 210 213 214 215 217 217 218 220 221 222 223 224 224 224 225 226 227 227 228 228 228 228 228 229 229 232
xvi I INDUSTRIAL MARKETING Augmented Reality and Smart Glasses Real-Time Location Systems Big Data Analysis Business Intelligence Optimization of Resources Artificial Intelligence Simulation Labor Management Systems Interconnectivity of Resources Internet-of-Things Cloud Computing Smartphones 11 Industrial Services Learning Objectives Introduction to Services Distinction of Services from Material Goods Special Features of Services Intangibility Inseparability Perishability Heterogeneity A Wider Classification of Services People Processing Possession Processing Mental Stimulus Processing Information Processing Adapting the Marketing Mix Product Price Place or Distribution Promotion or Marketing Communications People Process Physical Evidence Services in the Industrial Market Framework 12 Modern Trends and Developments in Industrial Marketing Learning Objectives Developments: Technology, Information, Databases, and Database Marketing 232 232 232 232 233 233 233 233 233 234 234 234 235 235 236 236 238 238 238 239 239 239 241 241 241 241 241 242 243 245 247 252 253 254 255 263 263 264
CONTENTS Technology Information Big Data, Databases, and Marketing Contemporary Marketing Trends in Industrial Settings Connected Customers and Digital Cultures Promotional Channels, Digital Marketing, and Content Marketing The Global Economy Social Consciousness and Ethics Green/Environmental/Sustainable Practices in Marketing Social Marketing, Socially Responsible Marketing, Marketing Ethics, and Fair Trade Impacts of Moral, Social, and Environmental Conscientiousness on B2B Practices Systems Theory and Interfunctional Integration Coopetition: Competition through Cooperation Emotional Intelligence in Modern Industrial Marketing Į xvii 264 266 267 274 274 275 276 276 278 279 281 282 287 289 13 Industrial Marketing in a High-Tech Context Learning Objectives Definition of High Technology and Determination through Knowledge Attributes High Technology: Definitions and Features Definition Based on Knowledge Attributes: Common Features of High-Tech Markets Marketing Strategies for High-Tech Markets Business Culture and Strategies for High-Technology Businesses Strategic Challenges and Approaches Strategic Recommendations to Avoid the Transformation of Core Benefits into Core Rigidities Innovative Culture in High-Tech Enterprises Composition of Strategic Approaches/Cultural Approaches 291 291 Bibliography Index 325 353 292 292 294 296 307 307 312 320 321 |
| adam_txt |
CONTENTS List of Case Studies and Vignettes Online Resources About the Authors Acknowledgements Roadmap 1 2 xix xxi xxiii xxvii xxix Applying Marketing Philosophiesto Industrial Markets Learning Objectives Marketing Looking Back. Consumer and Industrial Marketing Industrial Products: Approaches to Their Classification and Component Parts Industrial Products Industrial Component Materials and Parts Classification Approaches Classification of Industrial Products by Their Integration Level in the Final Product Shapiro and Murphy Enis Approaches to the Classification of Industrial Products Strategic Implications Related to the Nature of Industrial Products Industrial Buyers Institutional Buyers Governmental Buyers 13 15 22 26 27 Differentiation Characteristics of Industrial Markets Learning Objectives Specific Characteristics for Differentiating Industrial Markets Derived Demand Accelerator Effect Market Concentration International Character of Industrial Markets Financial Products Complexity of the Purchasing Process Product Complexity 31 31 34 35 37 39 40 41 41 42 1 1 3 3 5 6 7 8 10 12
xii 3 4 5 I INDUSTRIAL MARKETING Departmental Interdependence Number of Customers Significance of the Customer Relationships Between Buyers and Sellers Reciprocity in the Relationship of Purchase and Sale Agreements Demand: Axes, Dimensions, and Elasticity Life Cycle of Industrial Products Differences between Industrial and Consumer Marketing 45 47 48 50 51 52 54 55 Supply Chain Networks for Manufacturing Products 57 Learning Objectives Introduction to Supply Chain Management What Is Different in Industrial Supply Chains? Logistics Chains and Supply Chains Industrial Supply Chain: Key Decisions Key Players Strategies 57 62 64 67 70 70 72 Organizational Buying Process, Buying Relations, and Buying Behavior in Industrial Marketing Learning Objectives General Framework of Relationships Between Industrial Buyers and Industrial Sellers Organizational Purchasing Processes Framework for Establishing Relationships Between Industrial Buyers and Sellers Determinants of Buyer Behavior in Industrial Marketing Factors Determining Seller Behavior in Industrial Marketing Relationship Between Industrial Buyers and Sellers as a Determinant of Purchase Organizational Purchasing Behavior Models The BUYGRID Model The Anderson, Chu, and Weitz Model The Webster and Wind Model: Factors That Influence the Organizational Process of Purchase Decisions The Marketing Mix: Distributing Industrial Products Learning Objectives Distribution, Distribution Networks, and Competitive Advantage Added Value Relationships with Other Functions: Consequences of Distribution Planning Push and Pull Strategies in
Distribution Basic Marketing Functions Fulfilled by Intermediaries 75 75 77 77 79 80 81 86 89 89 92 93 99 99 101 102 103 103 104
CONTENTS 6 I xiii Types of Intermediaries in the Industrial Business Field Agents/Representatives Brokers Industrial Wholesalers Drop Shippers Advantages and Disadvantages of Using Intermediaries Types of Industrial Distribution Channels Direct Distribution Channels Indirect Distribution Channels Multichannel and System Approaches Activities in Indirect Channels Industrial Electronic Distribution Networks Key Points When Selling to Intermediaries Distribution Channel Design Identification of Customer Preferences Demarcating Distribution Channel Goals Factors Affecting Channel Design Identification of Tasks Within the Distribution Channel Identification and Evaluation of Alternative Channels Distribution Channel Administration Enrolling Intermediaries Intermediary Training/Support Evaluation of Intermediaries Control in the Distribution Channel and Intra-Channel Conflict Supplier and Intermediary Perspectives on Relationship Issues Intermediary Perspective Supplier Perspective Distribution Efficiency 105 106 106 107 107 108 109 109 110 111 111 113 113 114 115 115 115 116 117 122 122 124 124 125 128 128 129 129 Supply Chain Transportation of Manufactured Products Learning Objectives Transportations of Goods External Transportation Features Physical Distribution of Manufactured Products: Challenges and Opportunities Transportation Means and Systems Means of Transportation Transportation 4.0 and E-Fulfillment Automatic Vehicle Location Identification Vehicle Troubleshooting Identification Autonomous Vehicle Navigation Incoterms®: Standardizing Global Transportation Systems 131
131 134 135 136 138 140 141 142 143 143 145
xiv 7 ļ INDUSTRIAL MARKETING The Marketing Mix: Promotion and Marketing Communication Channels for Industrial Products Learning Objectives Communication Marketing Interactions in Industrial Business Environments Communication Model Marketing Communications Toolbox Promotion Strategies Personal Sales Direct Marketing Public Relations Trade Fairs and Exhibitions Advertising Sales Promotion Communication and Corporate Social Responsibility Categories of Industrial Sellers Motivation of Staff for Industrial Sales The Process of Personal Selling Determining the Number of Sales Personnel Required Criteria for Organizing Sales Personnel in Industrial Enterprises 8 The Marketing Mix: Industrial Pricing Learning Objectives Price and Pricing Determining the Price Level: Benefits and Sacrifices Pricing Existing Industrial Products Identification of Goals Analyzing Demand Cost Analysis Competitive Analysis Consequences for the Company's Product Portfolio Legal Considerations Methods Used to Determine the Price Level Calculating the Price Level According to Costs Calculating the Price Level According to Demand Calculating the Price Level According to Competition Pricing for New Industrial Products Managing and Adjusting to the Chosen Pricing Policy Bidding Contests Management Errors in Pricing in Industrial Enterprises 149 149 151 153 153 154 155 155 156 156 157 157 158 158 159 160 162 164 165 167 167 167 168 170 170 171 173 175 176 176 176 176 177 178 179 179 180 181
CONTENTS General Model of Price Determination for Technical Products E-Industrial Marketing and Pricing Policies Pricing Strategy and Online Business-to-Business Transactions 9 The Marketing Mix: The Industrial Product Learning Objectives The Industrial Product Characteristics of Industrial Products and Offering Superior Value Product Policy Product Life Cycle Importance of Using the ProductLife Cycle Concept Industrial Product Portfolio Analysis: The BCG Matrix Product Development and Business Culture Success Factors for a New Industrial Product Reasons New Industrial Products Fail Communication Between Marketing and R D Departments 10 Warehousing in the Industrial Market Learning Objectives The Warehouse Is the Heart of Any Supply Chain System Warehousing Manufactured Products Receiving Transfer and Put Away Order Picking/Selection Accumulation/Sorting Cross-Docking Shipping Stock Inventory Warehousing 4.0 Automation of Warehousing Processes Robots and Cellular Transport Systems Pick by Voice Pick by Light Pick by Vision Embedded Systems Drones Information (Real-Time) Visibility Auto-ID Technologies Intelligent Sensors j xv 182 187 188 193 193 197 197 200 202 204 205 210 213 214 215 217 217 218 220 221 222 223 224 224 224 225 226 227 227 228 228 228 228 228 229 229 232
xvi I INDUSTRIAL MARKETING Augmented Reality and Smart Glasses Real-Time Location Systems Big Data Analysis Business Intelligence Optimization of Resources Artificial Intelligence Simulation Labor Management Systems Interconnectivity of Resources Internet-of-Things Cloud Computing Smartphones 11 Industrial Services Learning Objectives Introduction to Services Distinction of Services from Material Goods Special Features of Services Intangibility Inseparability Perishability Heterogeneity A Wider Classification of Services People Processing Possession Processing Mental Stimulus Processing Information Processing Adapting the Marketing Mix Product Price Place or Distribution Promotion or Marketing Communications People Process Physical Evidence Services in the Industrial Market Framework 12 Modern Trends and Developments in Industrial Marketing Learning Objectives Developments: Technology, Information, Databases, and Database Marketing 232 232 232 232 233 233 233 233 233 234 234 234 235 235 236 236 238 238 238 239 239 239 241 241 241 241 241 242 243 245 247 252 253 254 255 263 263 264
CONTENTS Technology Information Big Data, Databases, and Marketing Contemporary Marketing Trends in Industrial Settings Connected Customers and Digital Cultures Promotional Channels, Digital Marketing, and Content Marketing The Global Economy Social Consciousness and Ethics Green/Environmental/Sustainable Practices in Marketing Social Marketing, Socially Responsible Marketing, Marketing Ethics, and Fair Trade Impacts of Moral, Social, and Environmental Conscientiousness on B2B Practices Systems Theory and Interfunctional Integration Coopetition: Competition through Cooperation Emotional Intelligence in Modern Industrial Marketing Į xvii 264 266 267 274 274 275 276 276 278 279 281 282 287 289 13 Industrial Marketing in a High-Tech Context Learning Objectives Definition of High Technology and Determination through Knowledge Attributes High Technology: Definitions and Features Definition Based on Knowledge Attributes: Common Features of High-Tech Markets Marketing Strategies for High-Tech Markets Business Culture and Strategies for High-Technology Businesses Strategic Challenges and Approaches Strategic Recommendations to Avoid the Transformation of Core Benefits into Core Rigidities Innovative Culture in High-Tech Enterprises Composition of Strategic Approaches/Cultural Approaches 291 291 Bibliography Index 325 353 292 292 294 296 307 307 312 320 321 |
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| spelling | Fotiadis, Thomas Verfasser (DE-588)1171141041 aut Industrial marketing Thomas Fotiadis, Adam Lindgreen, George J. Siomkos, Christina Öberg & Dimitris Folinas Los Angeles SAGE [2023] xxxii, 365 Seiten Diagramme txt rdacontent n rdamedia nc rdacarrier Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 s DE-604 Lindgreen, Adam Verfasser (DE-588)135835356 aut Siomkos, George J. Verfasser (DE-588)170986861 aut Öberg, Christina Verfasser aut Folinas, Dimitris 1970- Verfasser (DE-588)1026260132 aut Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034068993&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Industrial marketing |
| title_auth | Industrial marketing |
| title_exact_search | Industrial marketing |
| title_exact_search_txtP | Industrial marketing |
| title_full | Industrial marketing Thomas Fotiadis, Adam Lindgreen, George J. Siomkos, Christina Öberg & Dimitris Folinas |
| title_fullStr | Industrial marketing Thomas Fotiadis, Adam Lindgreen, George J. Siomkos, Christina Öberg & Dimitris Folinas |
| title_full_unstemmed | Industrial marketing Thomas Fotiadis, Adam Lindgreen, George J. Siomkos, Christina Öberg & Dimitris Folinas |
| title_short | Industrial marketing |
| title_sort | industrial marketing |
| topic | Business-to-Business-Marketing (DE-588)4631075-7 gnd |
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