LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI

Two Year Full Time Post Graduate Programme in Management

Trimester - IV

Course Code: 207 Course Title: Marketing to Business & Industry

Academic Session: 2010-11 Instructor: PRAVEEN GUPTA

COURSE OBJECTIVES:
Industrial Marketing or B2B Marketing has a wide coverage. The entire range of
Financial, Advertising, Consulting or Security services sold to corporates 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.

MODULE SESSION TOPIC

1 1-2 Dimensions of Industrial Marketing

1.1 Nature of Industrial Marketing
1.2 Industrial Marketing V s. Consumer Marketing - Derived Demand,
Complexity
1.3 A Rationale for Relationship Marketing
1.4 Market Structure
1.5 International Considerations
1.6 Economics of Industrial Demand
1.7 The resellers market
1.8 The Industrial Marketing Concept
1.9 Trends and Changes in Business Marketing

Chapter I - Reeder, Brierty and Reeder

Chapter 1 - Vitale and Giglierano
2 3-4 Understanding Industrial markets
2.1 Types of Organizational Customers
2.2 Classifying Industrial Products
2.3Organizational Procurement Characteristics
2.4 Classifying the Business to Business Market Environment

Chapter 2,3 - Reeder, Brierty and Reeder

Chapter 2 - Vitale and Giglierano

3 5-6 Organizational Buying and Buyer Behavior

3.1 The Nature of Industrial Buying: Organizational Buying Activity
3.2 Purchasing contribution to the firm
3.3 Buying Models and Buying Center Concept
3.4 Inter Personal Dynamics of Industrial Buying Behavior
3.5 Influencers and Decision Makers Influence in Industrial Buying
 Process
3.6 Conflict Resolution in Decision Making
3.7 Value and Vendor Analysis
3.8 Trends in Purchasing

Chapter 4, 5- Reeder, Brierty and Reeder

Chapter 3 - Vitale and Giglierano

4 7-8 Strategy Formulation in the Industrial Market

4.1 Development of Strategic Plans
4.2 Strategic Planning Process
4.3 Developing Marketing Strategy
4.4 Performing Strategic Management in the Business to Business
Company
4.5 Special Issues in Business Strategy
4.6 AMC / Warranty as Business Strategy

Chapter 6 - Reeder, Brierty and Reeder

5 9-10 Market Analysis & Planning

5.1 Use of Marketing Decision Support Systems
5.2 Competitive Analysis
5.3 Forecasting markets
5.4Strategic Marketing-Concentrated Market and Niche Markets
5.5 CRM in B2B.

Chapter 7, 8 - Reeder, Brierty and Reeder

Chapter 6, 7 - Vitale and Giglierano

11 Assignment Presentation/Test

6 12-13 Formulating Channel Strategy

6.1 Industrial Distributors - Definition
6.2 Geographical Distribution
6.3 Size characteristics, operating characteristics
6.4Role of Sales Agent and their Drawbacks
6.5Choice of the Right Distributors ,Selection & Training
6.6Motivation,Monitoring ,Managing the distributors.
6.7Participation of the Other Channel Members in Industrial
Distribution
6.8 Channel Logistics -Relationship of Logistics and Physical
Distribution
6.9 Identifying the cost centers such as transportation and
warehousing.

Chapter 11, 12 - Reeder, Brierty and Reeder

Chapter 12 - Vitale and Giglierano

7 14-15 Field Visit to Industries covering Purchase Activity & Channel Mgmt

8 16-17 Pricing Strategies

 8.1Price Determinants
8.2Factors that Influence the Pricing Strategies
8.3 Concept of Learning Curves
8.4 Pricing strategies
8.5 Competitive Bidding
8.6 Tendering Process

Chapter 16, 17 - Reeder, Brierty and Reeder

Chapter 10 - Vitale and Giglierano

9 18-19 The Promotional Strategies

9.1 Advertising in Industrial Markets
9.2 Message Formulation
9.3 Policies, Media, Budgetary Support
9.4 Sales Promotion - Use of Sales Promotion in Industrial
Markets
9.5 Trade Shows and Exhibitions

Chapter 15 - Reeder, Brierty and Reeder

Chapter 13 - Vitale and Giglierano

10 20 B2B e-Commerce
10.1 Evolution
10.2 Customers & Channels
10.3 e-procurements
10.4 Supply Chain Coordination

CASE STUDIES: (Source: Industrial Marketing, Reeder, Brierty & Reeder)

• CN Information Services
• Kruger-Montini Manufacturing Company
• Trans Europa Business Credit
• Parker Instruments
• Precision Parts Inc.
• Titan Controls Corp.
•The Top Plastics Company
INTERNAL EVALUATION
Project work 10 marks
Assignment 5 marks
Individual Presentation 5 marks
Case Study 10 marks
Class Participation & Attendance 10 marks

RECOMMENDED BOOKS:
1. Industrial Marketing, Reeder, Brierty & Reeder, Prentice Hall India, 2006 Edition
2. Business to Business Marketing, Vitale & Giglierano, Thomson South Western,
2005 Edition
3. Industrial Marketing, Krishna Havaldar, Tata McGraw Hill, 2/e, 2004
4.Business Marketing: Connecting Strategy , Relationship & Learning , Dwyer &
Tanner ,McGraw Hill International Edition ,2006