B2B(2016-17).pdf

LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI Two Year Full Time Post Graduate Diploma in Management Trimester-IV Course Code: 124208

Course Title: Business to Business Marketing

Academic Session: 2016-17

Instructors: Dr. Praveen Gupta & Dr. Vikas Mehra

COURSE OBJECTIVE: B2B Marketing has grown both in terms of depth & width in last one decade and has grown beyond the erstwhile Industrial Marketing. The entire range of Financial, Banking, Airlines, Insurance, Advertising, Consulting, Security services, Customer Service, Hotels, Hospitals, Travel fall within B2B Marketing. There are some unique characteristics in Business markets that demand special attention. These days Business Managers are continuously challenged by the forces that affect business demand, the composition of business markets, the nature of business business buyers and their buying behavior. This course gives an opportunity to the the students to integrate integrate the learning learning from from various marketing marketing and strategy courses and apply them in the context o f Business-to-Business Marketing Marketing Learning Outcomes: Understanding contrast between Consumer Marketing and Business Marketing Different kind of situations for B2B and Organisational Buying Organisation Buying Behaviour Marketing Skills for B2B Marketing Difference in channels in B2B B2B Branding Future Challenges       

COURSE CONTENTS: Module No. I

Session No./s 1-2

Topic & Reading/s

Dimensions of Business Marketing, Nature of Business Marketing, Business Marketing Vs. Consumer Marketing - Derived Demand, Complexity, A Rationale for Relationship Marketing, Market Structure, International Considerations , Economics of Business Demand, The resellers market ,Trends and Changes in Business Marketing, Understanding Business markets, Types of Organizational Customers, Classifying Business Products, Organizational Procurement st Characteristics, Development of Marketing in 21  century; evolution of automated buying systems systems into into network-driven supply/demand chains; globalisation of B2B markets. Scope & Scale of B2B Marketing. Growing role of Service Industry in terms of impact, size & reach.

Readings

1)

1) Text Book : Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications 2) Business Marketing Management: B2B, 11th Edition ,Michael D. Hutt ,Sharma ,Thomas W. Speh –  Cengage Publication Article  : 1) Customer Value Propositions in Business Markets by Anderson, Narus,  Rossum: Harvard Business Review-March 2006 2) Customer Segmentation in Business to Business Markets: Joshua Stein,  Robert E Spekman , University of Virginia, Darden Business Publishing: March 2011 Cases : 1. Alphatech India Limited :B2B Customer Retention: ISB

II

3-5

Organisation Buying & buyer’s behavior , The Nature of Business Buying, Organizational Buying Activity, Purchasing contribution to the firm, Buy Grid, Buying Models and Buying Center Concept, Influencers and Decision Makers, Jagdish Sheth Model of Industrial Buyer behaviour Readings 1) Text Book : Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications 2)Business Marketing Management: B2B, 11th Edition, Michael D. Hutt, Sharma ,Thomas W. Speh –  Cengage Publication 3)Business Market Management(B2B): Understanding, Creating & Delivering Value rd  by Anderson, Narus, Das Narayandas, Sheshadri, 3  Edition, Pearson Cases  : 2)  Infosys Technologies Limited: Growing Share of a Customer’s Business Narus & Sheshadri : IIMB:2006 3)  Dell’s Move from B2C to B2B- Text Book by Hutt, Sharma & Speh: Page 405 Distribution of Group Assignment by the end of Session 3

III

6-7

Conflict Resolution in Decision Making, Value Selection ,Vendor Analysis, Vendor Development, Recent Trends in Purchasing, Single Source buying, Vendor Management Readings 1)  Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications 2) Business Marketing Management: B2B, 11th Edition,Michael D. Hutt , Sharma ,Thomas W. Speh –  Cengage Publication 3)Business Market Management(B2B): Understanding, Creating & Delivering Value  by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson Article 3) Involving Suppliers in New Product Development : Hanfield et al. California  Review Management, Fall 1999, 42(1)

IV

8-9

Market Analysis & Planning,Use of Marketing Decision Support Systems, Competitive Analysis, Forecasting markets, Strategic Marketing-Concentrated Market and Niche Market, Customer Relationship Management in Business to Business

Marketing , Developing Product Strategy , Managing Innovation. 10

Marketing Strategy, New Industrial Product Development Readings: 1) 1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications

2)Business Marketing Management: B2B, 11th Edition,Michael D. Hutt , Sharma, ,Thomas W. Speh –  Cengage Publication 3)Business Market Management(B2B): Understanding, Creating & Delivering Value rd  by Anderson, Narus, Das Narayandas, Sheshadri, 3  Edition, Pearson Article 4) From Volume to Value : California Management Review : Kalyanam, Brar : 2009 Test : 1 : MCQ type test Article Review : Submission 1 V

11

Formulating Channel Strategy, Business Distributors  –   Definition, Geographical Distribution, Size characteristics, operating characteristics, Role of Sales Agent and their Drawbacks, Choice of the Right Distributors ,Selection & Training, Motivation, Monitoring ,Managing the distributors.,

12-13

Managing Services for Business Markets:Understanding customer Experience, Special Challenges, Dimensions of Service Quality, Zero Defections, Return on Quality- IT & ITES Industry Example Readings: 1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications 2)Business Marketing Management: B2B, 11th Edition,Michael D. Hutt , Sharma ,Thomas W. Speh –  Cengage Publication 3) Business Market Management(B2B): Understanding, Creating & Delivering Value rd  by Anderson, Narus, Das Narayandas, Sheshadri, 3  Edition, Pearson Cases:3) Siebel Systems: Anatomy of Sales Part 1, 2, 3: John Deighton, Das Narayan Das : Harvard Business Publication: January 2003 4)- Bharti Airtel-: Strategic Outsourcing-Relationship with Business Partners Article 5) Customer Management Strategy in Business Markets-Das Narayandas HBSP, Mar 2003   6) Realising the promise of E-Business : California Management Review : Article  Chatterjee : Jan 2006

1)Article Review : Submission 2 VI

14-16

Pricing Strategies , Price Determinants, Factors that influence the pricing strategies, Concept of Learning Curves ,Pricing strategies, Competitive Bidding ,Tendering Process Readings: 1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications 2) Business Marketing Management: B2B, 11th Edition,Michael D. Hutt, Sharma - ,Thomas W. Speh –  Cengage Publication 3) Business Market Management(B2B): Understanding, Creating & Delivering Value by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson Field Visit : VISIT TO INDUSTRY- From Vendor Development, Vendor Management point of view Case 6)  Make your Dealers your Partners: Case From Caterpillar Inc.

  TATA Steelium –   A Success Story in B2B Branding By Kaushik Bhattacharya Case7)  and Biplab Datta, Vikalpa April –   June 2010 VII

VIII

17-18

The Promotional Strategies, Advertising in Industrial Markets, Message Formulation , Policies, Media, Budgetary Support , Sales Promotion - Use of Sales Promotion in Industrial Markets , Trade Shows and Exhibitions, Legal problems in B2B markets counter-litigation policies; making and breaking agreements; protecting intellectual  property; Readings : 1) Vitale , Pfoertsch and G iglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications 2) Business Marketing Management: B2B, 11th Edition, Michael D. Hutt , Sharma ,Thomas W. Speh –  Cengage Publication 3) Business Market Management(B2B): Understanding, Creating & rd Delivering Value by Anderson, Narus, Das Nara yandas, Sheshadri, 3 Edition, Pearson

19-20

B2B e-Commerce, Evolution, Customers & Channels , e-procurements, Supply Chain coordination, Ethics in Business Marketing Readings 1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications 2) Business Marketing Management: B2B, 11th Edition, Michael D. Hutt, Sharma ,Thomas W. Speh –  Cengage Publication

 : Shiv Industries : From the Text Book : Hutt, Sharma & Speh Case 8  Article  Building Loyalty in Business Markets : Narayandas : HBR Article: Sep2005

Test 2 : Short Answers PEDAGOGY:

The teaching methodology used in this course will be a judicious mix of lectures, case analysis & discussions, as well as presentations by the students. Field visit will be planned to acquaint the students about business buying, selling process, buying centre,. More emphasis will be laid on case analysis, assignments and project study. Cases are expected to be  prepared within groups prior to the class.

GROUP PROJECT GUIDELENES

Group projects will be allocated to the students by 2 students. 1) 2)

nd

rd

or 3   lecture. Each group will comprise of 4-5

Each student will be evaluated on the basis of individual contribution and team work. Team performance will be judged on the basis of presentations, content, new ideas, time management, impact of the subject presentation, queries handled.

TEXT & READINGS: Readings: 1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications 2) Business Marketing Management: B2B, 11th Edition, Michael D. Hutt, Dheeraj Sharma ,Thomas W. Speh –  Cengage Publication 3) Business Market Management (B2B): Understanding, Creating & Delivering Value by Anderson,  Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson 4) Reeder, Brierty and Reeder (2010) – Industrial Marketing-Analysis, Planning and Control ,(2nd Edition) PHI Publications 5)  Newspaper articles especially The Times of India, Economic Times, Mint, The Hindu, Business line. EVALUATION PARAMETERS:

END TERM EXAMINATION Internal Assessment

50% 50%

Break-up of Internals Mid Term Test Live Project / Group Presentation Article reviews Case Analysis

20 Marks 10 Marks 10 Marks 10 Marks