MBA1024 - Industrial Marketing |
UNIT – I Overview and Preparation |
1.1. A Business Marketing perspective.
1.2. The Industrial Market: Perspective on the organization buyer. |
UNIT – II Concept Generation |
2.1. Dimensions of Organizational Buying.
2.2. Organizational Buying Behaviour. |
UNIT – III Concept Evaluation |
3.1Business Marketing Intelligences
3.2. Segmenting the organizational Market.
3.3. Organizational Demand Analysis: Measuring Market Potential and Sales Forecasting. |
UNIT – IV Commercialization |
4.1. Business Marketing Planning: Strategic Perspective.
4.2. Managing the Business Product Line.
4.3. Business Marketing Channels.
4.4. Business Pricing Function.
4.5. Advertising Sales Promotion and Personal Selling Function.
4.6. Controlling Industrial Marketing Strategy. |
UNIT – V Organizing and Control of the New Product Function |
5.1. Managing your customer service/sales profile.
5.2. Choosing your CRM strategy.
5.3. Tools for capturing customer information.
5.4. Managing Relationships through conflict. |
Reference |
1. Anderson, Customer Relationship Management, Tata McGraw Hill.
2. Daragh O Reilly and Julian J Gibas, Building Buyer Relationships, Macmillan India Ltd.
3. Michael D Hutt and Speech T.V, Industrial Marketing Management, The Dryden Press.
4. Robert Dwyer F., Business Marketing, McGraw Hill.
5. Robert & Reeder, Edward G. Brierty and Betty H. Reeder, Industrial Marketing: Analysis
Planning and control. Prentice Hall of India Ltd. |