Post on 01-Apr-2015
XIME / PGDM–RS–0105-January-2010
Welcome toB2B Marketing
PGDM Class of 2008-10PGDM–RS–01
Amarnath Krishnaswamy
XIME / PGDM–RS–0105-January-2010
Plan for this Session
• About Your Instructor
• About this Course
• B2B – an overview
XIME / PGDM–RS–0105-January-2010
Amarnath Krishnaswamy
• Visiting Professor, XIME & IIMB
• B.Tech (Chemical) : IIT Madras, 1971
• PGDM : IIM Calcutta, 1974
• Experience – • More than 30 years
• Marketing of industrial and consumer goods
• Greenfield projects
• Business Head
XIME / PGDM–RS–0105-January-2010
Contact Me
• Location
• Telephone – XIME: Extn.– Res: 2221-8796, 4112-0783– Mobile: 98454-25727
• E-mail:– amarnathkrishnaswamy@yahoo.com
For submissions and queries
XIME / PGDM–RS–0105-January-2010
Course Schedule
• Regular Sessions– Tuesdays 1510 – 1655 hrs – Thursdays 1510 – 1655 hrs
• Session details in Course Description Document
XIME / PGDM–RS–0105-January-2010
Course Administration
• Course Administrator: Dean’s Office
Functions: (Information relating to)
Submissions, handouts, schedules
XIME / PGDM–RS–0105-January-2010
Course Material
• Reading Material and Handouts
– Will be given to you as the course progresses
• Text Books/ Recommended Reading
– Business Marketing Management: B2B. Michael D. Hunt & Thomas
W. Speh
• Cases for discussion:
– Will be intimated at appropriate times.
• Slide ware
– You will receive softcopies of the slides used by mail after every
session
XIME / PGDM–RS–0105-January-2010
Grading & Evaluation … (1)
• Grading Scheme– As per the “Course Description” document
• Submissions and Assignments– Schedule as per “Course Description”
– Hardcopy to be submitted to the Office
– E-mail address for soft copy submission: amarnathkrishnaswamy@yahoo.com
XIME / PGDM–RS–0105-January-2010
Grading & Evaluation … (2)
• Submissions and Assignments (Continued)– Give Roll No-Name-Assignment No in the Subject
Line of the E-Mail message
e.g. xxx-Vinay Kumar-Assignment 1
– Late Submissions will be penalized
• Ethical Practices– Will be dealt with sternly
– If in doubt, ask!
– The intention is for you to learn, not to lean..
XIME / PGDM–RS–0105-January-2010
Student Representatives
• Volunteer: ? Roll # : Mob:
• Team Reps: One for each team
• Volunteers ?Team 1: Roll # : Mob:
Team 2: Roll # : Mob:
Team 3: Roll # : Mob:
XIME / PGDM–RS–0105-January-2010
What is B2B Marketing?
XIME / PGDM–RS–0105-January-2010
B2B …
• Market – Buyers & Sellers
– Exchanging goods, services, money
• Market system has 3 elements– Participants
– Channels
– Relationships
• B2B marketing– Customers restricted to organizations
• Businesses• Governments• Institutions
XIME / PGDM–RS–0105-January-2010
B2B – In this session we’ll look at
• Business Marketing Management
• Factors that influence the demand for business goods & services
• Types of customers
• Types of goods
• Buying processes
• Basic characteristics of the products and services
XIME / PGDM–RS–0105-January-2010
B2B - Marketing Management
… analysis, planning, implementation and control ...
of the B2B marketing system
Philip Kotler
XIME / PGDM–RS–0105-January-2010
B2B – ‘Demand’ … (1)
What is the single characteristic that defines the demand for ‘business’ goods & services?
It is ‘derived’!
XIME / PGDM–RS–0105-January-2010
B2B – ‘Demand’ … (2)
• Consequently it’s important to monitor final consumption
• Important to understand ‘derived’ demand to– Forecast– Stimulate
• Price sensitivity
XIME / PGDM–RS–0105-January-2010
B2B – ‘Demand’ … (3)
• Final consumption influenced by these factors:
– Competitive : Domestic and global– Economic – Political– Legal
XIME / PGDM–RS–0105-January-2010
Discussion!
B2b vs. Consumer Marketing
1. Type of selling Business - Personal Consumer - Advertising
2. Service Business - ‘Service’: large
proportion Consumer - ‘Service’: relatively small
3. Focus Old - Transactional New - Relationship
XIME / PGDM–RS–0105-January-2010
B2B – Types of Customers
• Broadly 4 categories– Users– Original Equipment Manufacturers (OEM)– Distributors / Dealers – Others
• Government• Institutions
• Categories can overlap
• Categories determine motivation for buying
XIME / PGDM–RS–0105-January-2010
B2B – Types of Goods
Broadly, 3 categories
1. Entering goods– Raw materials– Components
2. Foundation goods– Buildings & Installations– Accessories
3. Facilitating goods– Supplies, including maintenance & repair– Services
XIME / PGDM–RS–0105-January-2010
B2B – Buying processes
Characteristics of the good determines the ‘buying’ process
What would you use for XIME ‘selling’ seats in the college to you, and why?
– Personalized vs. mass media– Own organization vs. contracted– Any other?
XIME / PGDM–RS–0105-January-2010
Moving Forward
Next Class PGDM-RS-02: Thursday, Jan 07, 2010
Read: – Business Marketing Management: Hunt &
Speh• Chapter 2: The Business Market • Chapter 3: Building Relationships• Chapter 4: Organizational Buying Behavior
XIME / PGDM–RS–0105-January-2010
Finally … on a lighter note!
Hanlon’s Law
Never attribute to malice that which can be adequately explained by stupidity.
Sturgeon’s Second Law
Ninety percent of everything is crud!!!!
XIME / PGDM–RS–0105-January-2010