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Business Marketing

Business Marketing - Business Marketing A Global...

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Business Marketing - A Global Perspective – ”En sammanfattning gjord av ett gäng Chalmerister...”
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Innehållsförteckning Business Marketing ..................................................................................................................... 1 ”En sammanfattning gjord av ett gäng Chalmerister...” ......................................................... 1 Innehållsförteckning .................................................................................................................... 2 1. An overview of business marketing ....................................................................................... 6 The Nature of Business Marketing ........................................................................................ 6 Business Marketing Strategy .................................................................................................. 6 Business Markets .................................................................................................................... 6 Business Products and Services ............................................................................................. 7 2. Marketing Strategy and Planning ............................................................................................ 8 Key Strategy Concepts ............................................................................................................ 8 Strategy at Three Levels ......................................................................................................... 8 Corporate Strategy .................................................................................................................. 8 The Growth-Share Matrix ................................................................................................... 9 Investment Priority Matrix ................................................................................................ 10 Planning at the Business Level ............................................................................................. 11 Produkt-Market Expansion Matrix ................................................................................... 11 .......................................................................................................................................... 11 The Profit Impact of Market Strategy (PIMS) .................................................................. 12 The Produkt Life Cycle ..................................................................................................... 12 International Product Cycle (IPC) ..................................................................................... 12 Marketing Strategy and the Marketing Plan ......................................................................... 12 The Marketing Planning Process .......................................................................................... 13 3. How Organizations Buy ........................................................................................................ 14 Buyer behavior: An Overview .............................................................................................. 14 Derived Demand (härlett behov, härledd efterfrågan) ...................................................... 14 Multiple Buying Influences .............................................................................................. 14 Long-Term Relationships ................................................................................................. 14 Make versus Buy ............................................................................................................... 14 Reciprocity (ömsesidighet, växelverkan) .......................................................................... 14 Competing with Customers ............................................................................................... 15 International Aspects ......................................................................................................... 15 Professional Buyers ........................................................................................................... 15 Professional Purchasing ........................................................................................................ 15 Acquisition and Evaluation of Proposals .......................................................................... 15 Just-In-Time (JIT) Manufacturing .................................................................................... 16 The Battle of the Forms .................................................................................................... 16 Purchasing Trends ............................................................................................................. 16 Buyer Behavior: Analytical Frameworks ............................................................................. 16 The BUYGRID Model ...................................................................................................... 16 An Organizational Model of Buying Behavior ................................................................. 16 4. Strategic analysis of an industry ........................................................................................... 18 Industry Analysis .................................................................................................................. 18 Approaches to Industry Analysis .......................................................................................... 18 Rivalry ............................................................................................................................... 18 Potential New Entrants and Possible Substitutes .............................................................. 18 Key Success Factors and Competitive Advantage ............................................................ 18 Conducting the Analysis ...................................................................................................... 19 Structuring the Industry Analysis Process ........................................................................ 19
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5. Business marketing intelligence: analysis and tools ............................................................. 21 Intelligence and information ................................................................................................. 21 The importance of Business marketing intelligence ......................................................... 21 Business marketing intelligence defined ........................................................................... 21 The value of business marketing intelligence ................................................................... 22 The size of the BMI activity ............................................................................................. 22 Culture and business marketing intelligence .................................................................... 22 Business intelligence and opportunity cost ....................................................................... 22 Types of marketing intelligence ............................................................................................ 23 Intelligence sources ............................................................................................................... 24 Establishing an intelligence and information system ............................................................ 24 Organizing intelligence work ................................................................................................ 24 Demand analysis ................................................................................................................... 25 Defining the market potential and its components ............................................................ 25 How to use marketing intelligence ........................................................................................ 27 How to protect intelligence and business secrets .............................................................. 27 Summary ............................................................................................................................... 27 6. Selecting Business Markets .................................................................................................. 28 An overview of business market selection ............................................................................ 28 The search for business market segments ............................................................................. 28 Segmentation approaches ...................................................................................................... 29 Criteria for initial screening .................................................................................................. 30 Evaluating potential segments .............................................................................................. 31 Additional issues in segmentation ......................................................................................... 31 Summary ............................................................................................................................... 32 7. Business Product Management ............................................................................................. 33 The Concept of Product ........................................................................................................ 33 The Produkt Line .................................................................................................................. 33 The Role of Quality ............................................................................................................... 34 ............................................................................................................................................. 34 Global Considerations ........................................................................................................... 34 New Product Development ................................................................................................... 34 The Product Development Process ................................................................................... 35 Positioning ............................................................................................................................ 36 8. Pricing for Business Markets ................................................................................................ 38 The Economist’s View of Price ............................................................................................ 38 The Marketer’s View of Price ............................................................................................... 38 The Firm’s Costs ................................................................................................................... 38 The Firm’s Customers ........................................................................................................... 38 The Firm’s Competitors ........................................................................................................ 39 Pricing Situations .................................................................................................................. 39 New Product Pricing ......................................................................................................... 39 Pricing Existing Products .................................................................................................. 39 Demand Concepts ................................................................................................................. 40 Industry Demand ...............................................................................................................
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