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Shanti Business School | T3 | 2012

Course Title: Industrial Marketing

Credit Points: 3 No. of sessions: 33

Faculty: Manish Parihar

Purpose of the course

To understand the concepts, meaning and importance of industrial marketing (also known as B2B marketing or business

marketing) and to know the differences between industrial marketing and consumer marketing. To understand the

organizational buying behavior processes and latest trends in B2B marketing, especially online strategies using Web 2.0

technologies.

Course Introduction

Industrial marketing (or business to business marketing) is the marketing of goods and services by one business to

another. Business (or industrial) organizations include manufacturing companies, government undertakings, private

sector organizations, educational institutions, hospitals, distributors and dealers. Industrial goods are those an industry

uses to produce an end product from one or more raw materials.

Course Deliverables Understand the fundamentals of industrial marketing and business buying process Understand how marketing activities are carried out in B2B model Contemporary issues in the world of business marketing

Course Description

ModuleSession

NoTopic Name Sub-topics

Text

book

chapt

1.Introduction

to industrial

marketing

1

Introduction to industrial marketing and industrial

products Business Vs. Consumer markets

Chapt

1

2

Types of business consumers. Classification of

industrial products and services Examples of various sectors Chapt

2

3

Purchasing practices of business customers.

Environmental analysis in business markets Activity Chart

2. Businessbuying

process

4 The organizational buying process

The balanced scorecard framework. Types

of purchases or buying situations

Chapt

35

The concept of buying centre and buying

influences The buygrid framework.

6 Models of organizational buying behavior

The Webster and Wind Model, Sheth Model

and Choffray and Lilien Model

7 Buyer-seller relationship

Types of relationships. Short introduction to

RM and CRM Chapt

4

8 Methods used to influence business customers

Sales presentation, negotiation, special

dealings

9 Marketing research process for B2B marketing

Selected decision areas in research design,

Standard Industrial Classification

Chapt

5
http://www.manishparihar.co.in/http://www.manishparihar.co.in/http://www.manishparihar.co.in/


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10 Industrial marketing intelligence system Components of decision support system

3. Product

and pricing

in industrialmarketing

11 Industrial product life-cycle and strategies

PLC for high-tech products and commodity

products Chapt

7

12

Developing product strategies for existing

products

Product evaluation matrix, perceptual

mapping techniques

13 Factors influencing pricing decisions

pricing objectives, demand analysis, cost

analysis, competitive analysis and

government regulations Chapt

12

14 Pricing strategies

Competitive bidding and negotiation, pricing

new products, pricing across the PLC

15 Role of leasing Terms associated and basic types of leasing

16

Case StudySigma Telecom Company from Business Marketing, Text and Cases, Krishna Havaldar

4. Place and

promotion

in industrial

marketing

17 The nature of business marketing channels

Participants / intermediaries in business

marketing channels

Chapt

918 Channel Design

The framework for designing a channel.

Managing channel members

19 Supply chain management and logistics Major cost centres of market logistics

20

Introduction to business marketing

communication Hierarchy of effects

Chapt

1121 Developing the business communications program

Target audience, budget, message strategy,

media, promotions

22 Role of advertising in business marketing Functions and media used

23 Branding in business markets

Process, positioning, tools for brand building

and brand audits

Chapt

7

5. Strategic

industrial

marketing

planning

24

Segmentation, Targeting and Positioning in

business marketing

Major variables used in segmentation,

simple matrix system for selecting target

segments, perceptual mapping

Chapt

6

25 Strategic planning in an industrial setting

Strategy hierarchy, BCG model, product-

market expansion grid

Chapt

1326 Strategic planning process at business unit level Developing a business marketing plan

27

Key efficienty indicators and ethical aspects in

business marketing

Product, distribution, communication

efficienty

28 International business marketing

Risks involved and entry strategies in

international markets

Chapt

15

29

Case StudySiddhi Enterprises by Dr. Vilas Kulkarni and Manish Parihar, BK School of Business

Management

6. Industrial

marketing

using online

media

30 Introduction to E-commerce Classification of E-commerceChapt

14

31 Models for B2B E-commerce

Supplier oriented, buyer oriented,

intermediary oriented, virtual corporation


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32 Electronic fund transfer (EFT)

Electronic cash, cheques, smart cards,

electronic wallet

33 Using Web 2.0 technologies for B2B marketing Examples of Indiamart.com and Tradesparq.com

Teaching Resources:

Text-Book: Business Marketing by Krishna Havaldar, 3rd

Edition, Tata McGraw Hill

Suggested Reference Material:

Books:

1. B2B Marketing R Wright, Prentice Hall, Latest Edition2. Business Marketing Management : B2B by Michael D Hutt & Thomas W Speh, CENGAGE Learning, Latest Edition

Journal

1. The Journal of Industrial Marketing Management (Elsevier, ISSN: 0019-8501)http://www.journals.elsevier.com/industrial-marketing-management/

Online Resources1. http://www.indiamart.com/2. http://www.tradeindia.com/3. http://www.indiamarkets.com/imo/home.asp

Evaluation Procedure:

Continuous Evaluation in the form of tests, assignments etc. and End-term Examination
http://www.journals.elsevier.com/industrial-marketing-management/http://www.journals.elsevier.com/industrial-marketing-management/http://www.indiamart.com/http://www.indiamart.com/http://www.tradeindia.com/http://www.tradeindia.com/http://www.indiamarkets.com/imo/home.asphttp://www.indiamarkets.com/imo/home.asphttp://www.indiamarkets.com/imo/home.asphttp://www.tradeindia.com/http://www.indiamart.com/http://www.journals.elsevier.com/industrial-marketing-management/

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