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LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI

Two Year Full Time Post Graduate Diploma in Management


Trimester-IV
Course Code: 124208

Course Title: Business to Business Marketing

Academic Session: 2016-17

Instructors: Dr. Praveen Gupta & Dr. Vikas Mehra

COURSE OBJECTIVE:
B2B Marketing has grown both in terms of depth & width in last one decade and has grown beyond the
erstwhile Industrial Marketing. The entire range of Financial, Banking, Airlines, Insurance, Advertising,
Consulting, Security services, Customer Service, Hotels, Hospitals, Travel fall within B2B Marketing.
There are some unique characteristics in Business markets that demand special attention. These days
Business Managers are continuously challenged by the forces that affect
business demand, the
composition of business markets, the nature of business buyers and their buying behavior. This course gives
an opportunity to the students to integrate the learning from various marketing and strategy courses and
apply them in the context of Business-to-Business Marketing
Learning Outcomes:
Understanding contrast between Consumer Marketing and Business Marketing
Different kind of situations for B2B and Organisational Buying
Organisation Buying Behaviour
Marketing Skills for B2B Marketing
Difference in channels in B2B
B2B Branding
Future Challenges
COURSE CONTENTS:
Module Session
No.
No./s
I
1-2

Topic & Reading/s


Dimensions of Business Marketing, Nature of Business Marketing,
Business Marketing Vs. Consumer Marketing - Derived Demand,
Complexity, A Rationale for Relationship Marketing, Market Structure,
International Considerations , Economics of Business Demand, The
resellers market ,Trends and Changes in Business Marketing,
Understanding Business markets, Types of Organizational Customers,
Classifying
Business
Products,
Organizational
Procurement
Characteristics, Development of Marketing in 21st century; evolution of
automated buying systems into network-driven supply/demand chains;
globalisation of B2B markets. Scope & Scale of B2B Marketing.
Growing role of Service Industry in terms of impact, size & reach.

Readings
1

1) 1) Text Book : Vitale , Pfoertsch and Giglierano (2011) Business to Business


Marketing(2nd Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition ,Michael D. Hutt ,Sharma ,Thomas W. Speh Cengage Publication
Article : 1) Customer Value Propositions in Business Markets by Anderson, Narus,
Rossum: Harvard Business Review-March 2006
2) Customer Segmentation in Business to Business Markets: Joshua Stein,
Robert E Spekman , University of Virginia, Darden Business Publishing: March 2011
Cases : 1. Alphatech India Limited :B2B Customer Retention: ISB

II

3-5

Organisation Buying & buyers behavior , The Nature of Business Buying,


Organizational Buying Activity, Purchasing contribution to the firm, Buy Grid,
Buying Models and Buying Center Concept, Influencers and Decision Makers,
Jagdish Sheth Model of Industrial Buyer behaviour
Readings
1) Text Book : Vitale , Pfoertsch and Giglierano (2011) Business to Business
Marketing(2nd Edition) Pearson Publications
2)Business Marketing Management: B2B, 11th Edition, Michael D. Hutt, Sharma
,Thomas W. Speh Cengage Publication
3)Business Market Management(B2B): Understanding, Creating & Delivering Value
by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
Cases : 2) Infosys Technologies Limited: Growing Share of a Customers BusinessNarus & Sheshadri : IIMB:2006
3) Dells Move from B2C to B2B- Text Book by Hutt, Sharma & Speh: Page 405
Distribution of Group Assignment by the end of Session 3

III

6-7

Conflict Resolution in Decision Making, Value Selection ,Vendor Analysis, Vendor


Development, Recent
Trends in Purchasing, Single Source buying, Vendor
Management
Readings 1) Vitale , Pfoertsch and Giglierano (2011) Business to Business
Marketing(2nd Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition,Michael D. Hutt , Sharma
,Thomas W. Speh Cengage Publication
3)Business Market Management(B2B): Understanding, Creating & Delivering Value
by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
Article 3)Involving Suppliers in New Product Development : Hanfield et al. California
Review Management, Fall 1999, 42(1)

IV

8-9

Market Analysis & Planning,Use of Marketing Decision Support Systems,


Competitive Analysis, Forecasting markets, Strategic Marketing-Concentrated Market
and Niche Market, Customer Relationship Management in Business to Business

Marketing , Developing Product Strategy , Managing Innovation.


10

Marketing Strategy, New Industrial Product Development


Readings:
1) 1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd
Edition) Pearson Publications

2)Business Marketing Management: B2B, 11th Edition,Michael D. Hutt , Sharma,


,Thomas W. Speh Cengage Publication
3)Business Market Management(B2B): Understanding, Creating & Delivering Value
by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
Article 4)From Volume to Value : California Management Review : Kalyanam, Brar :
2009
Test : 1 : MCQ type test
Article Review : Submission 1
V

11

Formulating Channel Strategy,


Business Distributors Definition,
Geographical Distribution, Size characteristics, operating characteristics,
Role of Sales Agent and their Drawbacks, Choice of the Right Distributors
,Selection & Training, Motivation, Monitoring ,Managing the distributors.,

12-13

Managing Services for Business Markets:Understanding customer


Experience, Special Challenges, Dimensions of Service Quality, Zero
Defections, Return on Quality- IT & ITES Industry Example
Readings:
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd
Edition) Pearson Publications
2)Business Marketing Management: B2B, 11th Edition,Michael D. Hutt , Sharma
,Thomas W. Speh Cengage Publication
3) Business Market Management(B2B): Understanding, Creating & Delivering Value
by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
Cases:3) Siebel Systems: Anatomy of Sales Part 1, 2, 3: John Deighton, Das Narayan
Das : Harvard Business Publication: January 2003
4)- Bharti Airtel-: Strategic Outsourcing-Relationship with Business
Partners
Article 5) Customer Management Strategy in Business Markets-Das NarayandasHBSP, Mar 2003
Article 6) Realising the promise of E-Business : California Management Review :
Chatterjee : Jan 2006

1)Article Review : Submission 2


VI

14-16

Pricing Strategies , Price Determinants, Factors that influence the pricing strategies,
Concept of Learning Curves ,Pricing strategies, Competitive Bidding ,Tendering
Process
Readings:
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd
Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition,Michael D. Hutt, Sharma
- ,Thomas W. Speh Cengage Publication
3) Business Market Management(B2B): Understanding, Creating & Delivering
Value by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
Field Visit : VISIT TO INDUSTRY- From Vendor Development, Vendor
Management point of view
Case 6) Make your Dealers your Partners: Case From Caterpillar Inc.
Case7) TATA Steelium A Success Story in B2B Branding By Kaushik Bhattacharya
and Biplab Datta, Vikalpa April June 2010

VII

VIII

17-18

The Promotional Strategies, Advertising in Industrial Markets, Message Formulation


, Policies, Media, Budgetary Support , Sales Promotion - Use of Sales Promotion in
Industrial Markets , Trade Shows and Exhibitions, Legal problems in B2B markets counter-litigation policies; making and breaking agreements; protecting intellectual
property;
Readings :
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business
Marketing(2nd Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition, Michael D. Hutt ,
Sharma ,Thomas W. Speh Cengage Publication
3) Business Market Management(B2B): Understanding, Creating &
Delivering Value by Anderson, Narus, Das Narayandas, Sheshadri, 3 rd
Edition, Pearson

19-20 B2B e-Commerce, Evolution, Customers & Channels , e-procurements, Supply Chain
C coordination, Ethics in Business Marketing
Readings
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd
Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition, Michael D. Hutt,
Sharma ,Thomas W. Speh Cengage Publication
Case 8 : Shiv Industries : From the Text Book : Hutt, Sharma & Speh
Article Building Loyalty in Business Markets : Narayandas : HBR Article: Sep2005

Test 2 : Short Answers


PEDAGOGY:
The teaching methodology used in this course will be a judicious mix of lectures, case analysis &
discussions, as well as presentations by the students.
Field visit will be planned to acquaint the students about business buying, selling process, buying centre,.
More emphasis will be laid on case analysis, assignments and project study. Cases are expected to be
prepared within groups prior to the class.

GROUP PROJECT GUIDELENES


Group projects will be allocated to the students by 2 nd or 3rd lecture. Each group will comprise of 4-5
students.
1)
2)

Each student will be evaluated on the basis of individual contribution and team work.
Team performance will be judged on the basis of presentations, content, new ideas, time
management, impact of the subject presentation, queries handled.

TEXT & READINGS:


Readings:
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson
Publications
2) Business Marketing Management: B2B, 11th Edition, Michael D. Hutt, Dheeraj Sharma ,Thomas W.
Speh Cengage Publication
3) Business Market Management (B2B): Understanding, Creating & Delivering Value by Anderson,
Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
4) Reeder, Brierty and Reeder (2010) Industrial Marketing-Analysis, Planning and Control ,(2nd
Edition) PHI Publications
5) Newspaper articles especially The Times of India, Economic Times, Mint, The Hindu, Business line.
EVALUATION PARAMETERS:
END TERM EXAMINATION
Internal Assessment

50%
50%

Break-up of Internals
Mid Term Test
Live Project / Group Presentation
Article reviews
Case Analysis

20 Marks
10 Marks
10 Marks
10 Marks