Business-to-Business Marketing

Transcription

1 Business-to-Business Marketing Relationships, Networks & Strategies Nick Ellis OXFORD UNIVERSITY PRESS

2 Detailed Contents Guide to the book Guide to the Online Resource Centre xxiv xxvi Part One: The Organizational Marketing Context 1 1. The Significance of B2B Marketing 3 Introduction & Learning Objectives The Significance of B2B Marketing 5 Defining B2B marketing 6 B2B marketing management The Significance of Supply/Demand & Value Chains 11 Supply/demand chains 11 Value chains Some Characteristics of Organizational Markets 15 The size of the market 15 International aspects 15 Concentration of buyer power 16 The nature of demand 16 Buying processes and decision-making 17 Implications for marketing management The Significance of Relationships & Networks 19 Relationships in B2B marketing 19 The significance of social networks Supply/Demand Chain Ethics 21 The cost of supply chain efficiency? 21 Fairness in supply/demand chains? 22 Summary a 24 Discussion questions 25 Case study 25 Case study questions 28 Further Reading 28 References Organizational Buying Behaviour '' 32 Introduction & Learning Objectives 32 xvn

3 2.1 Types of Organizational Markets 33 Commercial customers 33 Institutional customers 35 Governmental organizations Learning from Organizational & Consumer Buyer Behaviour 36 Similarities between B2B and B2C buying 36 Differences between B2B and B2C buying Influences on Organizational Demand 40 External influences 41 Internal influences 42 Individual influences 45 Relationship influences Organizational Decision-Making 47 The buying centre or decision-making unit 47 The decision-making process Buying Decisions in Relationships 54 Summary 56 Discussion questions 56 Case Study 57 Case study questions 60 Further Reading 60 References 61 Part Two: Inter-Organizational Relationships & Networks Inter-Organizational Relationships 65 Introduction & Learning Objectives From Market Transactions to Relational Exchange 66 Some conceptual views of business relationships 67 Key elements of relationship marketing Customer Relationship Management (CRM) 75 Relationship life cycles Partnerships & Alliances How IORs May 'Work' in Different Contexts 83 IORs under pressure 85 Summary 87 Discussion questions 87 Case study 88 Case study questions /Jf 90 Further Reading 91 References 92 xvin

4 4. Marketing Channels & Supply Chains 94 Introduction & Learning Objectives Structure & Role of Marketing Channels 95 Channel management 95 Types of intermediary 97 Channel structure Flows & Blockages in Channels 100 Channel flows ' 101 Blockages or conflict in marketing channels From Channels to Chains 106 Managing IORs as part of SCM 107 Other key elements of SCM Marketing Logistics 111 Inventory and just-in-time approaches 112 Logistics information flow 114 Reverse logistics 114 Summary 115 Discussion questions 115 Case study 116 Case study questions 119 Further Reading 119 References Industrial Networks 123 Introduction & Learning Objectives The Interaction Approach 124 The IMP Group's contribution' 125 Understanding IORs from an interaction perspective From the Metaphor of Channels & Chains to Networks 127 Types of industrial networks 129 Network stakeholder relationships 131 Categorizing network relationships Learning from the Industrial Network View 136 Network embeddedness 136 The ARA Model ' Defining the network 140 Complexity in global networks 142 Summary 143 Discussion questions 143 Case study 144 Case study questions 147 Further Reading 147 References 148 xix

5 Part Three: Business Marketing Planning B2B Marketing Planning & Analysis 153 Introduction & Learning Objectives The Planning Process & Supply/Demand Chain Management (S/DCM) 155 Marketing management & supply chain management 155 Managing in global supply chains The Marketing Planning Process 158 A formal, rational approach to marketing planning 159 Other approaches to marketing planning 164 Relationship portfolios in planning Situation Analysis 167 The marketing audit 167 SWOT analysis Information Sources & Assessing Market Potential 170 Maintaining an MKIS 170 B2B market research 171 Assessing market potential B2B Market Segmentation 173 Bases for segmenting B2B markets 173 Making segmentation decisions 175 Summary 177 Discussion questions 177 Case study 177 Case study questions 180 Further Reading 181 References, B2B Marketing Strategies & Implementation 183 Introduction & Learning Objectives Market Positioning 184 Positioning by value proposition 185 Repositioning 186 Positioning using marketing mix programmes, 187 Benchmarking B2B Branding Strategy 188 Investing in B2B branding Making B2B Strategy Decisions 192 Managing in business networks 192 Managing risk and tracking value 195 Strategies for SMEs Issues of Implementation 198 The credibility of the marketing function 198 Planning and internal relationships 199 xx

6 Summary Discussion questions Case study Case study questions Further Reading References Part Four: Business Marketing Programmes 8. Business Products Introduction & Learning Objectives 8.1 Classifying Business Products Business product classifications Product attributes Commodity products 8.2 Managing Business Products Categorizing product lines The product life cycle 8.3 New Product Development A phased approach to NPD The stage-gate approach to NPD Network considerations in NPD Summary Discussion questions Case study Case study questions Further Reading References 9. Business Services Introduction & Learning Objectives 9.1 Classifying Business Services Product-service combinations Business service classifications 9.2 Characteristics of Business Services Coping with the characteristics of professional business services 9.3 B2B Services Marketing Management Delivering service quality Internal marketing New service development // Summary Discussion questions , XXI

7 Case study 258 Case study questions 261 Further Reading 261 References Value & Pricing in B2B Markets 265 Introduction & Learning Objectives Notions of Value in Organizational Markets 266 Benefits and costs Making Pricing Decisions 271 Price-setting decisions 272 Inter-organizational relationships and price setting 275 Discounts B2B Pricing Strategies 277 Outside-in orientated strategies. 277 Inside-out orientated strategies 278 Competitive bidding and electronic marketplaces 279 Leasing 281 Some further relational considerations in B2B price negotiations 282 The value of IORs 283 Summary 284 Discussion questions 284 Case study 285 Case study questions 288 Further Reading 288 References B2B Marketing Communications 291 Introduction & Learning Objectives Communication Strategies 293 General communication strategies 294 Linking communication strategies to channel conditions 296 Integrated marketing communication Elements of the Communications Mix 300 Advertising 300 Sales promotion 301 Public relations 302 Direct marketing 303 Personal selling 303 Trade shows Relative Effectiveness of B2B Media 304 B2B communication via the Internet 306 Summary 310 Discussion questions 310 XXII

8 Case study 311 Case study questions 314 Further Reading 314 References Personal Selling & Sales Management 317 Introduction & Learning Objectives Personal Selling in B2B Markets 318 Is a sales force necessary? 318 The role of the B2B sales person 319 Sales force effectiveness Organizing the Sales Force 324 Managing a relational sales approach 324 Controlling the sales force 326 Setting up sales teams 327 Structuring the sales force. 329 Technology in organizational selling Key Account Management (KAM) 331 Organizing for KAM Some assumptions about KAM approaches 332 The key account manager 333 Linking KAM levels to IOR life cycles 334 A network perspective on KAM 337 Summary 338 Discussion questions 338 Case study 338 Case study questions 341 Further Reading.'' 342 References 342 Index 345 xxni