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Business Marketing : Connecting Strategy, Relationships, and Learning

ISBN: 9780072865783 | 0072865784
Edition: 3rd
Format: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 1/21/2005

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SummaryTable of Contents
This text is targeted at the undergraduate Business Marketing course. It introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers.
Preface
Part 1 Business Markets and Business Marketing
Introduction to Business Marketing
4(24)
The Importance of Business... MORE
6(5)
Why Study Business Marketing?
7(1)
Business Marketing vs. Consumer Marketing
8(1)
Buyer-Seller Relationships
8(1)
Shorter Distribution Channels
9(1)
Emphasis on Personal Selling
9(1)
Greater Web Integration
10(1)
Unique Promotional Strategies
10(1)
Business Markets
11(9)
Types of Business Customers
12(2)
Types of Products
14(1)
Size and Location of Customers
15(1)
Purchasing Standards and Processes
16(2)
The Nature of Demand
18(2)
The Entire System
20(3)
Understanding the Market
21(1)
The Marketing Mix Creates Value
22(1)
Marketing is an Integrative Process
23(1)
Summary
23(1)
Key Terms
24(1)
Discussion Questions
24(1)
Internet Exercise
25(1)
Cases
25(1)
Additional Readings
26(2)
The Character of Business Marketing
28(32)
The Magic of Markets
31(1)
Markets Coordinate
31(1)
Beyond Market Coordination
32(8)
Supply Chain Management
33(2)
Relationship Management
35(5)
Developing Relationships
40(2)
High-Performance Criteria
40(2)
A Model of Relationship Development
42(7)
Awareness
44(1)
Exploration
44(3)
Expansion
47(1)
Commitment
48(1)
Dissolution
48(1)
Model Assessment
49(1)
Safeguarding Relationships
49(3)
House Calls
50(1)
Trading Places
50(1)
Managing Dependence
51(1)
Supplier Pledges
51(1)
Contracts
51(1)
Ownership
52(1)
Relationships in Larger Networks
52(1)
Summary of Types of Business Relationships
53(3)
Summary
56(1)
Key Terms
56(1)
Discussion Questions
56(1)
Internet Exercise
57(1)
Cases
57(2)
Additional Readings
59(1)
The Purchasing Function
60(34)
The Importance of Purchasing
62(5)
Purchasing's Contribution to the Firm
62(5)
Purchasing Philosophy
67(2)
Supplier Evaluation
69(8)
Buy-Grid Model
70(2)
Buy-Grid and Marketing Practice
72(2)
Multiattribute Decision Making
74(3)
Trends in Purchasing
77(4)
Trimming Purchasing Costs
77(1)
Using the Web
78(1)
Outsourcing
78(1)
Stronger Relationships with Sellers
79(1)
Cross-Functional Teams
80(1)
Professionalism in Purchasing
80(1)
Purchasing in Government
81(3)
Political and Social Goals
81(1)
The Department of Defense
82(1)
Nondefense Buying
83(1)
Marketing to the Government
83(1)
Ethics in Purchasing
84(4)
What Are Ethics?
85(1)
Ethical Issues Facing Purchasing
86(2)
Summary
88(1)
Key Terms
89(1)
Discussion Questions
90(1)
Internet Exercise
91(1)
Cases
91(1)
Additional Readings
92(2)
Organizational Buyer Behavior
94(26)
People Make the Decisions
96(1)
Reward--Measurement Theory
97(1)
Marketing and Reward--Measurement Theory
98(1)
Behavior Choice Theory
98(2)
Marketing and Buyer Behavior Choice
100(1)
Role Theory
100(8)
Roles in the Buying Center
101(1)
Dimensions of Buying Centers
101(3)
Marketing to Buying Centers
104(1)
When Buying Centers Occur
105(3)
Buying Determinants Theory
108(5)
Individual Factors
109(1)
Organizational Factors
110(1)
Market Factors
111(1)
Environmental Factors
111(2)
Summary
113(1)
Key Terms
113(1)
Discussion Questions
114(1)
Internet Exercise
115(1)
Cases
115(1)
Additional Readings
116(4)
Part 2 Foundations for Creating Value
Market Opportunities: Current and Potential Customers
120(34)
Finding Opportunities
122(19)
Markets among Current Customers
122(2)
Finding Opportunities with Customers
124(9)
The Acquisition of New Customers
133(4)
The Search for Look-Alikes
137(4)
Market Segmentation
141(5)
Industrial Classification Systems: SIC to NAICS
141(2)
Company Characteristics
143(1)
Buying Processes
143(1)
Benefits Sought
144(1)
Memberships and Media
145(1)
Segment Criteria
146(1)
Market Assessment Tools
146(1)
Market Share Estimation
147(1)
Summary
148(2)
Key Terms
150(1)
Discussion Questions
150(1)
Internet Exercise
151(1)
Cases
151(2)
Additional Readings
153(1)
Marketing Strategy
154(36)
Why a Strategy?
156(1)
Elements of Business Strategy
156(4)
Product Markets
156(1)
Relationships
157(1)
Resources
158(1)
Objectives and Plans
158(1)
Additional Facets of Strategy for a Stable of Businesses
159(1)
Developing Strategy
160(10)
The Process for Strategies
160(1)
Situation Analysis
161(9)
Understanding Competitive Pressures
170(4)
Five Forces
170(2)
Barriers to Entry
172(1)
Barriers in Flux
173(1)
Spotting and Defending against Potential Entrants
174(1)
Strategic Implications of the Five Competitive Forces
174(5)
Cautions and Limitations
176(3)
The Organizational Context for Competing
179(2)
Market Orientation
179(2)
Organizational Learning and Memory
181(4)
What Is Learning?
181(1)
Managing Organizational Learning
181(4)
Summary
185(1)
Key Terms
186(1)
Discussion Questions
186(1)
Internet Exercise
187(1)
Cases
188(1)
Additional Readings
189(1)
Weaving Marketing into the Fabric of the Firm
190(30)
The Fabric of the Firm
192(1)
Market-Oriented Companies
192(7)
How Market Orientation Impacts Performance
192(2)
Internal Partnering to Create a Market Orientation
194(3)
Internal Partners
197(2)
Partnerships in Marketing
199(4)
Integrating Marketing Efforts
200(2)
Organizational Structure---Marketing Partners
202(1)
Marketing Orientation and Organizational Learning
203(7)
Organizational Learning Further Defined
204(1)
Organizational Learning and Competitive Advantage
204(1)
How Marketing Learns
205(5)
The Learning Market-Oriented Individual
210(2)
Important Internal Partnering Skills
210(2)
Summary
212(1)
Key Terms
212(1)
Discussion Questions
213(1)
Internet Exercise
213(1)
Cases
214(1)
Additional Readings
215(5)
Part 3 Business Marketing Programming
Developing and Managing Products: What Do Customers Want?
220(28)
What Is a Product?
222(1)
Augmenting to Exceed Expectations
222(1)
Managing Products
223(4)
Product Life Cycle
223(1)
PLC and Product Strategy
224(1)
Product Portfolios
225(2)
New Product Development
227(10)
Risk and New Product Decisions
227(1)
New Product Development Process
228(9)
Success or Failure?
237(5)
Components of Success
237(1)
Accelerating the Development Process
238(2)
Keys to Innovation
240(1)
Challenges to New Product Success
241(1)
Harvesting a Product
242(1)
When to Harvest a Product
242(1)
Challenges to Harvesting
242(1)
Summary
242(2)
Key Terms
244(1)
Discussion Questions
244(1)
Internet Exercise
245(1)
Cases
245(2)
Additional Readings
247(1)
Business Marketing Channels: Partnerships for Customer Service
248(34)
What Is the Marketing Channel?
250(4)
Channel and Supply Chain Management
250(4)
Types of Channel Intermediaries
254(5)
The Ownership Distinction
254(1)
Other Distinguishing Functions: Merchant Wholesalers
254(2)
Agent Intermediaries
256(1)
Brokers
257(1)
B2B Hubs
258(1)
Marketing Channel Design
259(6)
Identify and Anticipate User Needs
260(1)
Create a Vision of the Ideal Channel
261(1)
Assess Options
261(3)
Implement and Manage
264(1)
Channel Management: The Politics of Distribution
265(8)
Relational Exchanges
266(1)
Conflict and Its Types
266(5)
Power in the Channel
271(2)
Relationship Forms in Channels
273(3)
Transactional Channels
273(1)
Administered Channels
274(1)
Contractual Channels
274(1)
Corporate Channels
274(2)
Summary
276(1)
Key Terms
277(1)
Discussion Questions
277(1)
Internet Exercise
278(1)
Cases
279(1)
Additional Readings
280(2)
Creating Customer Dialogue
282(30)
The Customer Relationship Management Process
284(1)
Integrated Marketing Communication Strategy
285(16)
Integrated Marketing Communications
285(2)
The IMC Planning Process
287(1)
Setting Goals
287(11)
Roles for Each Communication Element
298(1)
Create Messages
298(1)
Strategies for Customer Retention and Acquisition
299(2)
Budgeting for Communications
301(6)
Benefits of Budgeting
302(2)
Methods of Budgeting
304(2)
Allocating among Communication Elements
306(1)
Summary
307(1)
Key Terms
307(1)
Discussion Questions
308(1)
Internet Exercise
308(1)
Cases
309(1)
Additional Readings
310(2)
Communicating via Advertising, Trade Shows, and PR
312(26)
Advertising to Business
314(8)
Why Advertise?
314(1)
Advertising Strategy
315(7)
Public Relations
322(2)
Publicity
323(1)
Public Affairs
324(1)
Trade Show Marketing
324(9)
The Importance of Trade Shows
325(1)
Setting Trade Show Goals
325(1)
Show Selection
326(2)
Show Marketing Strategy
328(3)
Using Specialty Advertising
331(1)
Measuring Exhibit Performance
332(1)
Summary
333(1)
Key Terms
334(1)
Discussion Questions
334(1)
Internet Exercise
335(1)
Cases
335(2)
Additional Readings
337(1)
The One-to-One Media
338(26)
Direct Marketing
340(1)
Four Essentials in the Definition
340(1)
Definitional Gaps
340(1)
Lists
341(1)
Compiled Lists
341(1)
Response Lists
342(1)
Renting and Using Lists
342(1)
One-to-One Marketing Programs
342(12)
Direct Mail
343(5)
Telemarketing
348(4)
The Synergy of Mail and Telephone Marketing
352(2)
World-class Marketing on the WWW
354(4)
WebSite Goals
354(1)
Virtual Communities
355(1)
E-Mail Call
356(2)
Summary
358(1)
Key Terms
359(1)
Discussion Questions
359(1)
Internet Exercise
360(1)
Cases
361(2)
Additional Readings
363(1)
Sales and Sales Management
364(34)
The Nature of Professional Selling
366(1)
Salespeople Create Value
366(1)
Professional Salespeople Are Ethical
366(1)
Sales' Role in the Organization
367(3)
Managing Relationships
367(2)
Gathering Information
369(1)
Sales Strategies and Customer Relationships
370(6)
Types of Customer Relationships and Selling Strategies
370(2)
Selling across the Stages of the Partnership
372(4)
Organizing the Sales Force
376(7)
The Sales Executive
377(1)
Size and Organization of the Sales Force
377(6)
Outsourcing the Sales Force
383(1)
Directing the Sales Force
383(5)
Quotas
384(1)
Compensation
384(3)
Motivating Performance
387(1)
Evaluating Performance
388(3)
Five Steps to Evaluating Sales Force Performance
388(1)
Measures of Performance
389(2)
Summary
391(1)
Key Terms
392(1)
Discussion Questions
393(1)
Internet Exercise
394(1)
Cases
394(2)
Additional Readings
396(2)
Pricing and Negotiating for Value
398(36)
The Principles and Principals of Price
400(2)
What Is Price?
401(1)
A Model for Price
401(1)
Cutting to the Quick: The Scissors Factors of Price
402(3)
The Nature of Competitive Markets
405(6)
Oligopolies
405(2)
Monopolistic Competition
407(1)
Economic Theory and Financial Rudiments
408(1)
Some Final Words on Models of Competitive Environments
409(2)
Issues in Price Management
411(15)
The Pricing Strategy
411(1)
Channel Pricing
411(6)
Product Line Pricing
417(2)
Bidding and Negotiating
419(5)
A Pricing System
424(2)
Summary
426(1)
Key Terms
427(1)
Discussion Questions
428(1)
Internet Exercise
429(1)
Cases
429(1)
Additional Readings
430(4)
Part 4 Managing Programs and Customers
Evaluating Marketing Efforts
434(34)
The Importance of Evaluating Marketing Efforts
436(1)
Control Systems
436(24)
Dimensions of Control
437(5)
The Balanced Score Card
442(1)
Control and the Nature of Data
442(2)
Four Causes of Variance
444(2)
Tools of Control
446(14)
Using Control Systems
460(1)
Strategic Planning
460(1)
Reengineering and Process Design
461(1)
Summary
461(1)
Key Terms
461(1)
Discussion Questions
462(1)
Internet Exercise
463(1)
Cases
463(3)
Additional Readings
466(2)
Customer Retention and Maximization
468(32)
Conquest and Aftermarketing
471(1)
The Nature of a Customer
472(2)
Always-a-Share Relationships
472(1)
Lost-for-Good Customers
472(1)
Implications of Exchange Type
473(1)
Retention Probability and Customer Value
474(3)
Additional Payoffs
476(1)
Customer Relationship Management
477(1)
Building Relationships
477(9)
Performance and Exclusivity
478(2)
Social Ties
480(1)
Technical and Formal Ties
481(5)
The Mix of Relationship Ties
486(1)
Running Relationships
486(7)
Organizational Character
486(1)
Communication
486(2)
Customer Satisfaction Surveys
488(5)
Forces from Beyond
493(1)
Strengthening Good Relationships
493(2)
Supragoals
494(1)
Needs Anticipation
494(1)
Lagniappe
494(1)
Summary
495(1)
Key Terms
496(1)
Discussion Questions
496(2)
Internet Exercise
498(1)
Cases
498(2)
Additional Readings
500

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