|Publishers||R. Narain & Co.|
|Subject||B2B & Service Marketing|
B2B & Service Marketing (MK03)
This book is designed to meet the needs of master of business administration students studying for the very first time in their curriculum. Thus complexity of the matter has been avoided with a view that complete course content has to be completed by the student in limited time period. The subject matter has been presented in a lucid, comprehensive and systematic manner which is easy to understand and also develops writing ability for students to score good marks in upcoming examination. This book includes all types of questions according to new pattern of university. Course content has been divided into topic wise and in chapter wise form according to curriculum framed by Dr. A.P.J. Abdul Kalam Technical University, Lucknow. This book includes unsolved papers of last years and sample paper. We hope that this book will be successful in its objectives and will receive appreciation from students and teachers alike.
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Table of Content
UNIT I : Fundamentals of B2B marketing: Consumer market Vs Business market, Classification of business products & customers, Elements of B2B offering, Strategic tools for managing product offerings.
Organizational Buying Behavior: Organizational buying process, buying situations, buying grid, buying center. Buyer seller relationships: Types, Managing relationships with suppliers, Customers and Distributors, CRM process, Strategic alliances,
UNIT II : Market communication Brand expression, Communication mix and customer acquisition process. Relationship communication, sales responsibilities. The relationship communication process, call preparation, selling to low-priority and high-priority customers. Value selling and consequences-order fulfilment-relationship building.
Marketing Distribution: Distinctive nature, Channel design, Managing and administering channel members, Direct & Indirect channels, Supply chain and Logistics management.
UNIT III : Pricing & Negotiation: Pricing basics and objectives, Price models and skills, pricing tactics, Negotiated pricing. Price setting in B2B markets: 3 C’s of pricing cost, Customer and competition pricing strategy, Price positioning, Roles of sales force in pricing, Bid pricing, Internet auctions, Ethical aspects of B2B pricing.
Managing the personal selling function: Personal selling, Industrial sales force management, Sales force selection, Training, Control and evaluation.
UNIT- IV : Service Design: Services vis-à-vis goods, Customer Expectations and Perceptions of Services, the Gaps Model of Service Quality. Service innovation & Design, Customer Defined Service Standards, Physical Evidence,
UNIT- V : Delivering, Pricing and Managing Service Promise. Delivering Services: Role of Employees and Customers in service delivery; Demand and Capacity Management., Managing Service Promise: Pricing of Services: Pricing Considerations and Strategies, Role of Advertising, Personal Selling, Sales Promotion, Publicity and Public Relations.
Salient features include:
- Comprehensive coverage of theoretical aspects in management concept & Indian ethos.
- All intricate aspects are explained by simple, lucid and specific explanations and substantiated with neat and elaborate diagrammatic sketches.