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Business Marketing : Connecting Strategy, Relationships, and Learning

by: Dwyer, F. Robert; Tanner, John

Business Marketing : Connecting Strategy, Relationships, and Learning

by: Dwyer, F. Robert; Tanner, John

ISBN 13:
9780072865783
ISBN 10:
0072865784
Edition: 3rd
Format: Hardcover
Copyright: 01/21/2005
Publisher: McGraw-Hill/Irwin
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Summary

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

(24)

The Importance of Business Markets

(5)

Why Study Business Marketing?

(1)

Business Marketing vs. Consumer Marketing

(1)

Buyer-Seller Relationships

(1)

Shorter Distribution Channels

(1)

Emphasis on Personal Selling

(1)

Greater Web Integration

(1)

Unique Promotional Strategies

(1)

Business Markets

(9)

Types of Business Customers

(2)

Types of Products

(1)

Size and Location of Customers

(1)

Purchasing Standards and Processes

(2)

The Nature of Demand

(2)

The Entire System

(3)

Understanding the Market

(1)

The Marketing Mix Creates Value

(1)

Marketing is an Integrative Process

(1)

Summary

(1)

Key Terms

(1)

Discussion Questions

(1)

Internet Exercise

(1)

Cases

(1)

Additional Readings

(2)

The Character of Business Marketing

(32)

The Magic of Markets

(1)

Markets Coordinate

(1)

Beyond Market Coordination

(8)

Supply Chain Management

(2)

Relationship Management

(5)

Developing Relationships

(2)

High-Performance Criteria

(2)

A Model of Relationship Development

(7)

Awareness

(1)

Exploration

(3)

Expansion

(1)

Commitment

(1)

Dissolution

(1)

Model Assessment

(1)

Safeguarding Relationships

(3)

House Calls

(1)

Trading Places

(1)

Managing Dependence

(1)

Supplier Pledges

(1)

Contracts

(1)

Ownership

(1)

Relationships in Larger Networks

(1)

Summary of Types of Business Relationships

(3)

Summary

(1)

Key Terms

(1)

Discussion Questions

(1)

Internet Exercise

(1)

Cases

(2)

Additional Readings

(1)

The Purchasing Function

(34)

The Importance of Purchasing

(5)

Purchasing's Contribution to the Firm

(5)

Purchasing Philosophy

(2)

Supplier Evaluation

(8)

Buy-Grid Model

(2)

Buy-Grid and Marketing Practice

(2)

Multiattribute Decision Making

(3)

Trends in Purchasing

(4)

Trimming Purchasing Costs

(1)

Using the Web

(1)

Outsourcing

(1)

Stronger Relationships with Sellers

(1)

Cross-Functional Teams

(1)

Professionalism in Purchasing

(1)

Purchasing in Government

(3)

Political and Social Goals

(1)

The Department of Defense

(1)

Nondefense Buying

(1)

Marketing to the Government

(1)

Ethics in Purchasing

(4)

What Are Ethics?

(1)

Ethical Issues Facing Purchasing

(2)

Summary

(1)

Key Terms

(1)

Discussion Questions

(1)

Internet Exercise

(1)

Cases

(1)

Additional Readings

(2)

Organizational Buyer Behavior

(26)

People Make the Decisions

(1)

Reward--Measurement Theory

(1)

Marketing and Reward--Measurement Theory

(1)

Behavior Choice Theory

(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

Amazon no longer offers textbook rentals. We do!

Business Marketing : Connecting Strategy, Relationships, and Learning

Business Marketing : Connecting Strategy, Relationships, and Learning

9780072865783

0072865784

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Business Marketing : Connecting Strategy, Relationships, and Learning

Business Marketing : Connecting Strategy, Relationships, and Learning

9780072865783

0072865784

Summary

Table of Contents

Supplemental Materials

Write a Review

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