Industrial Marketing
₹110.00
TYBMS — SEMESTER – V
Author: Veena Prasad Vemuri
Description
| No. | Modules / Units |
| 1 | Industrial Marketing – An Introduction, Marketing Environment and Buying Behaviour: |
| (a) Introduction to Industrial Marketing: Introduction, Definition, Features, Industrial versus Consumer marketing, Classification of Industrial products and Services.
(b) Industrial Marketing Environment: Technological; Customer; Competitive, Legal and Economic Environment; Responsibility of industrial Marketing Manager in planning, Coordination, Execution and control. (c) Industrial Buying and Buying Behaviour: Procurement function; Purchase policy; Organization buying processes, Profile of Business buyers: Buying Centres; Buying Centres Roles; Buying Centre Members, Vender Analysis: Criteria for evaluating potential vendor; Vendor Rating, Models of industrial buying Behaviour. |
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| 2 | Industrial Marketing Research and Segmentation, Targeting and Positioning in Industrial Market: |
| (a) Industrial Marketing Research: Introduction, Classification of Industrial Marketing Research, Industrial Marketing Research Process, Role and Scope of Industrial Marketing Research, Advantages and limitations of Industrial Marketing Research, Role of Industrial Marketing Research in Marketing Information System and Decision Support System.
(b) Segmentation, Targeting and Positioning in Industrial Market: Introduction to segmentation; Criteria for market segmentation; Basis of Market segmentation, choosing the market segmentation, Target Market: Concept, Approaches to Target Market, Positioning: Concept, Objectives of positioning, Positioning of Products and services; Effective Positioning; positioning process. |
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| 3 | Industrial Marketing Mix: |
| (a) Industrial Products and New Product Development: Introduction to Industrial Products; Product Policy; Product Classification;
Introduction to new product development; New industrial products; stages in New product development. (b) Industrial Pricing: Introduction to industrial Pricing; Factors influencing industrial pricing decision; Types of pricing; Leasing; Bidding; Negotiation. (c) Industrial Marketing Communication: Advertising, Personal selling and Sales promotion: Role of advertising in B2B Market; various media options; Advertising on the internet; Using Advertising Agencies for Industrial Marketers; Personal Selling in industrial Marketing; Different steps in Personal Selling; Sales promotion in Industrial marketing. |
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| (d) Marketing Channels and Physical Distribution of Industrial Products: Industrial marketing channels; Indirect and direct marketing channels; Importance of marketing channels; Factors affecting selection of Marketing Channels; Process of designing the channel structure: Analyzing the channel objectives, constraints, channel tasks, channel alternatives and selecting the channel. | |
| 4 | Emerging Trends in Industrial Marketing: |
| (a) Business Networks: Business Networks in Industrial marketing, Relationship in Business networks, Technology and Business networks.
(b) E-Procurement in Industrial Market: Meaning, Importance of E-procurement, Implementation of E-procurement. (c) E-Commerce: Definition of E-Commerce, Advantages and disadvantages of B2B E-Commerce, Role of E-Commerce in the context B2B marketer, Forms of B2B E-Commerce, Electronic Data Interchange; E-payments; E-security. (d) E-Commerce: Definition of E-Commerce, Advantages and disadvantages of B2B E-Commerce, Role of E-Commerce in the context B2B marketer, Forms of B2B E-Commerce, Electronic Data Interchange; E-payments; E-security. |
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