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Unformatted text preview: Assoc Prof Lau Geok Theng
BIZ1 Mochtar Riady Building 08-10
Tel: 6516-3179; 985-303-85 (sms only)
E-mail: email@example.com Understand basic concepts, tools and
Understand frameworks in business marketing.
frameworks Appreciate basic challenges in business
Appreciate marketing management.
marketing Carry out marketing analyses and make
Carry marketing decisions in business marketing
contexts. Discussion/ Mutual Learning/ Self Learning
Learning Practical/ Application-Oriented Individual Attendance & Class
Individual Participation – 20%
Participation Individual End of Term Test – 20% Individual Case Assignment – 20% Group Case Presentation – 15% Group Project – 25%
Group Complete readings and assignments before
Complete coming to class.
coming Put in fair share of work in group assignments.
assignments. Be attentive in class and follow class
Be proceedings. Show enthusiasm and interests.
No operation of notebook in class. Lau Geok Theng, Business Marketing: An Asian Perspective, McGraw Hill, 2007.
Asian Michael D. Hutt and Thomas W. Speh, Business
Michael Marketing Management, Ninth Edition,
Harcourt, Industrial Marketing Management
Industrial Journal of Business to Business Marketing Journal of Business and Industrial Marketing Journal of Supply Chain Management Singapore Institute of Purchasing and Materials
– www.sipmm.org.sg Institute for Supply Management (National
Institute Association of Purchasing Management)
– www.napm.org Chartered Institute of Purchasing and Supply
– www.cips.org Read and Digest
Read Identify Key Issue(s)
Identify Identify Decision Maker & Step Into Shoes
Identify Organize, Synthesize & Integrate Information
Organize, Areas of Analysis:
‐ Market & industry – vertical and
‐ Players & competitors
‐ Customers and segments
‐ Company resources, capabilities,
strategies and performance
strategies Conclusions & Implications
Conclusions From Analysis to Decision
From Reasonable Objectives
Reasonable Clear Alternatives: Pros & Cons
Clear Decision Criteria
Decision No Single Correct Answer
No Clear Strategies and Decisions
Specific Details & Implementation Plans Timeline
‐ Contingency Plans Show Interests and Enthusiasm. Avoid Distraction.
Distraction. Cannot Say “I Don’t Know” or “No Comments”
Comments” Criticize Ideas and Logic, Not People DEFINITION
DEFINITION Process of understanding, creating,
communicating and delivering value
offerings to targeted business organizations
for use in their operation, for the
production of other goods and services or
for resale. Size and Volume
Size Impact on Consumer Products
Functionality Quality of Life
Quality Number of Customers
Number Size of Customers
Size Buying Expertise
Buying Decision Process
Decision Geographical Concentration
Geographical Nature of Demand
‐ Marketing Buyer-Seller Relationships
‐ Design Practice of Basic Marketing
Practice Commercial Enterprises
Commercial Government and Public Organizations
Government Institutional Organizations
Institutional Foundation Goods and Services
– Buildings and Installations
Equipment Facilitating Goods and Services
Services Entering Goods and Services
– Raw Materials
– Manufactured Materials and Parts
Supply Supply Management
Supply Materials Management
Materials Logistics Management
Logistics Supply Chain Management
Supply Transactions to Process
Tactical to Strategic
Adversarial to Cooperative Relationships
Unit to Organizational to Extra- Organizational Globalization of Business. Trade
Liberalization. Pace of Technological Advancement.
Pace Merging of Technological Areas.
Merging Supplier Rationalization. Strategic
Supplier Partnership. Outsourcing.
Partnership. Growth of IT, Internet and E-Commerce. Value as the Cornerstone
– Business Customers Buy Benefits
Focus on Marketing Management Process
– Marketing Concept and Customer
– Planning Orientation
– Cross-Functional Integration Chapters 1 & 2, Main Text
Leonidas C. Leonidou, “Industrial Buyers’ Influence Strategies: Buying Situation
Differences,” Journal of Business and
Industrial Marketing, 20, 1, 2005, 33-42 . ...
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This note was uploaded on 02/29/2012 for the course MARKETING MKT 3418 taught by Professor Lau during the Spring '12 term at National University of Singapore.
- Spring '12