Business marketing management: a strategic view of industrial and organizational markets
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Fort Worth u.a.
Dryden Press
1992
|
| Ausgabe: | 4. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003684022&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXVI, 749 S. graph. Darst. |
| ISBN: | 0030541670 |
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| 250 | |a 4. ed. | ||
| 264 | 1 | |a Fort Worth u.a. |b Dryden Press |c 1992 | |
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| 650 | 7 | |a Marketing industriel - Gestion |2 ram | |
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Datensatz im Suchindex
| _version_ | 1819358884435853312 |
|---|---|
| adam_text | CONTENTS IN BRIEF
PART I THE ENVIRONMENT OF BUSINESS MARKETING 1
Chapter 1 A Business Marketing Perspective 3
Chapter 2 The Business Market: Perspectives on
the Organizational Buyer 31
PART II THE ORGANIZATIONAL BUYING PROCESS 63
Chapter 3 Dimensions of Organizational Buying 65
Chapter 4 Organizational Buying Behavior 95
PART III ASSESSING MARKET OPPORTUNITIES 123
Chapter 5 Business Marketing Intelligence 125
Chapter 6 Segmenting the Business Market 159
Chapter 7 Organizational Demand Analysis 183
PART IV FORMULATING BUSINESS MARKETING STRATEGY 213
Chapter 8 Business Marketing Planning: Strategic Perspectives 215
Chapter 9 Business Marketing Strategies for Global Markets 243
Chapter 10 Managing the Product Line for Business Markets 271
Chapter 11 Managing Innovation and New Industrial
Product Development 299
Chapter 12 Managing Services for Business Markets 325
Chapter 13 Managing Business Marketing Channels 359
Chapter 14 Business Marketing Channels: The Logistics Interface 395
Chapter 15 Managing the Industrial Pricing Function 419
Chapter 16 Business Marketing Communications:
Advertising and Sales Promotion 451
Chapter 17 Business Marketing Communications:
Managing the Personal Selling Function 489
PART V EVALUATING BUSINESS MARKETING
STRATEGY AND PERFORMANCE 521
Chapter 18 Controlling Business Marketing Strategies 523
PART VI CASES 551
CONTENTS
PART I THE ENVIRONMENT OF BUSINESS MARKETING 1
Chapter 1 A Business Marketing Perspective 3
Business Marketing 3
Business Marketing Management 5
Business Markets versus Consumer Goods Markets 5
Business Market Demand 6
Business and Consumer Marketing: A Contrast 10
Distinguishing Characteristics 11
The Supply Chain 13
Business Market Customers 17
Commercial Enterprises as Consumers 17
Governmental Organizations as Consumers 18
Institutions as Consumers 19
Classifying Goods for the Business Market 19
Entering Goods 20
Foundation Goods 20
Facilitating Goods 21
Business Marketing Strategy 22
Inside Business Marketing: Nurturing a Relationship with Honda 25
A Look Ahead 26
Summary 26
Chapter 2 The Business Market: Perspectives on
the Organizational Buyer 31
Commercial Enterprises: Unique Characteristics 33
Distribution by Size 33
Geographical Concentration 33
The Purchasing Organization 35
The Global Marketplace: Purchasing on an International Scale 3 7
Materials Management: Integrating Purchasing
into the Business Operation 3 7
Inside Business Marketing: Linkage: JIT in the Textiles Industry 41
Governments: Unique Characteristics 42
Influences on Government Buying 42
Understanding Government Contracts 43
xvi
Contents i
Telling Vendors How to Sell: Useful Publications 44
Purchasing Organizations and Procedures: Government 44
Ethical Business Marketing: Corporate Self Governance
in the Defense Industry 4 7
Inside Business Marketing: Federal Government Moves
to Buy More Off the Shelf Items 48
Federal Buying 48
Inside Business Marketing: Reflections of a Shipbuilder 51
Federal versus Commercial Buying 52
The Institutional Market: Unique Characteristics 52
Institutional Buyers: Purchasing Procedures 52
The International Marketplace for Industrial Goods and Services 55
Cultural Differences Affect Purchasing Behavior 57
Product Use and Application May Vary by Country 58
Buying Procedures and Policies Are Different 59
Dealing with Diversity: A Market Centered Organization 60
Summary 61
PART II THE ORGANIZATIONAL BUYING PROCESS 63
Chapter 3 Dimensions of Organizational Buying 65
Exploring Buyer Seller Interactions 66
Relationship Management 67
The Organizational Buying Process 68
Buying Situations Analyzed 71
New Task 72
Straight Rebuy 72
Modified Rebuy 73
Buying Influential and the Purchasing Task 74
Relationship Patterns 76
Buying Motivations of Organizational Buyers 79
Rational Motives 79
Emotional Motives 83
How Organizational Buyers Evaluate Potential Suppliers 84
Measuring Value 84
Evaluating Supplier Capability 87
The Global Marketplace: World Class Suppliers 88
Evaluating Supplier Performance 88
Vendor Analysis: Implications for the Marketer 91
Summary 91
Chapter 4 Organizational Buying Behavior 95
Environmental Forces 96
Types of Environmental Forces 96
The Global Marketplace: Negotiating with the Japanese 99
Environmental Uncertainty 100
xviii Contents
Environmental Influences: Boundaries of the
Organizational Buying Process 700
Organizational Forces 100
Organizational Climate 101
Organizational Positioning of Purchasing 101
Group Forces 104
Buying Center 104
Predicting Composition 108
Influencing Composition 108
Inside Business Marketing: Stealing a Satisfied Customer 109
Buying Center Influence 109
Individual Forces 112
Ethical Business Marketing: Gift Giving and
Gift Taking in the Business Market 113
Differing Evaluative Criteria 113
Information Processing 115
Risk Reduction Strategies 117
Individual versus Group Decision Making 118
The Organizational Buying Process: Major Elements 118
Organizational Buying Behavior: Marketing Strategy Implications 120
Summary 121
PART III ASSESSING MARKET OPPORTUNITIES 123
Chapter 5 Business Marketing Intelligence 125
The Role of Information: A Case Illustration 126
Inside Business Marketing: Who Needs Market Research? 127
Business Marketing Intelligence Defined 128
Components of a Decision Support System 129
Required Decision Support System Attributes 131
Inside Business Marketing: The Anatomy of a Decision Support System 132
Manipulating Data 132
Secondary Information Sources 133
The Standard Industrial Classification System 133
Published Sources of Business Marketing Data 137
Inside Business Marketing: So You Want to Sell to the Auto Industry? 141
Developing a Data Base from Secondary Sources 142
Inside Business Marketing: The Growing
Array of Computerized Data Bases 143
Business Marketing Research 144
The Tasks of Business Marketing Research 145
Research Methods 146
Applications of Survey Research 147
Survey Methods in Business Marketing 147
Organizing for Research 149
Utilizing Outside Research Specialists 150
Contents
Ethical Business Marketing: Competitive Information Collection:
Principles for Consultants 151
Using Research in the Business Marketing Process 152
Inside Business Marketing: Market Research Information:
It s More Than fust Information—It s Motivation 153
The Cost of Primary Research 154
The Global Marketplace: Global Competitive
Intelligence Gathering Accelerates 155
Summary 155
Chapter 6 Segmenting the Business Market 159
Organizational Market Segmentation: Requirements and Benefits 160
Requirements 161
Evaluating the Competitive Environment 161
Evaluating the Technological Environment 162
Making a Commitment 163
Benefits 163
Bases for Segmenting Business Markets 164
Macrolevel Bases 164
Microlevel Bases 170
A Model for Segmenting the Organizational Market 175
Identifying Market Segments 175
The Global Marketplace: Adapting to International Market Segments 177
Evaluating Market Segments 177
Implementing a Segmentation Strategy 180
Summary 181
Chapter 7 Organizational Demand Analysis 183
Organizational Demand Analysis 184
The Role of Market Potential in Planning and Control 184
Inside Business Marketing: Market Potential A nalysis Helps
Guide Bindicator Strategy Adjustments 185
The Role of the Sales Forecast 186
Applying Market Potential and the Sales Forecast 186
Determining Market and Sales Potentials 188
Statistical Series Methods 188
Market Surveys 194
Evaluating Market Potential Estimates 196
The Essential Dimensions of Sales Forecasting 796
General Approaches to Forecasting 796
The Forecasting Time Frame 198
Forecasting Methods 199
Qualitative Techniques 199
Inside Business Marketing: Tough Techniques for
Improving Forecasting Accuracy 200
Quantitative Techniques 203
Inside Business Marketing: Don t Be Fooled by Historical Sales Trends 205
xx Contents
Using Several Forecasting Techniques 208
Role of the Computer in Sales Forecasting 208
Inside Business Marketing: The Computer Assisted
Salesperson at Hewlett Packard 209
Technique Selection 210
Summary 210
PART IV FORMULATING BUSINESS MARKETING STRATEGY 213
Chapter 8 Business Marketing Planning: Strategic Perspectives 215
Market Driven Organizations 216
Assessing Competitive Advantage 218
Sources of Advantage 220
Positions of Advantage 221
Converting Skills and Resources into Superior Positions 221
Assessing the Competitive Environment 222
Strategic Planning 225
The Hierarchy of Strategies 226
Functionally Integrated Marketing Planning 229
Marketing Manufacturing Interface 229
Marketing R D Interface 232
Marketing Customer Service Interface 233
Functionally Integrated Planning: The Marketing Strategy Center 234
Ethical Business Marketing: The Major Ethical Problems
Confronting Marketing Managers 236
The Business Marketing Planning Process 23 7
The Marketing Plan 238
Implementing Business Marketing Strategy 239
Summary 240
Chapter 9 Business Marketing Strategies for Global Markets 243
The Competitive Advantage of Nations 244
Determinants of National Competitive Advantage 245
Drivers of Globalization 24 7
Market Factors 248
Economic Factors 248
Environmental Factors 250
Competitive Factors 250
International Market Entry Options 251
Exporting 251
Contracting 251
Joint Ventures 253
Ethical Business Marketing: Bribery and Differing Business Practices 254
Multidomestic versus Global Strategies 255
International Strategy and the Value Chain 255
Evolution of International Marketing Strategy 259
Contents
Pre internationalization 259
Phase One: Initial International Market Entry 259
Phase Two: Local Market Expansion 262
Phase Three: Global Orientation 263
Strategic Alliances 264
Benefits of Strategic Alliances 265
Problems of Strategic Alliances 265
Managing Strategic Alliances 266
Summary 266
Chapter 10 Managing the Product Line for Business Markets 271
The Industrial Product 273
Product Quality 273
Integrated Effort 276
Organizing the Industrial Product Management Function 277
The Global Marketplace: Quality: Six Sigma at Motorola 278
Product Policy 279
Types of Product Lines Defined 279
Product Support: The Service Element 281
Defining the Product Market 281
Assessing International Product Market Opportunities 282
Product Planning 284
Planning Industrial Product Strategy 286
Experience Curve Analysis 287
Inside Business Marketing: High Growth Market Blues 292
Product Evaluation Matrix 292
Summary 295
Chapter 11 Managing Innovation and New Industrial
Product Development 299
The Management of Innovation 300
Patterns of Strategic Behavior 301
Managing Innovation: Implications 305
The Global Marketplace: Innovation and U.S. Competitiveness 306
The Technology Portfolio 306
Competitive Position 307
Technology Strategy and Competitive Advantage 307
Commercializing Technology: What the Winners Do 308
The New Product Development Process 311
New Product Organizational Arrangements 311
Sources of New Product Ideas 313
Screening New Product Ideas 314
Inside Business Marketing: Seeds for Innovation at G.E. 315
Determinants of New Product Success and Failure 316
The New Industrial Product Adoption Process 318
Adoption and Buyer Seller Relationships 318
Formulating New Industrial Product Strategy 319
xxii Contents
The Industrial Market Response Model 320
Forecasting Performance and Developing a Launch Strategy 321
Summary 323
Chapter 12 Managing Services for Business Markets 32s
Business Services: Role and Importance 326
Inside Business Marketing: The Service War in the Computer Industry 329
Business Service Marketing: Special Challenges 329
Defining Business Services 330
Tangible or Intangible 330
Simultaneous Production and Consumption 331
Service Variability 332
Service Perishability 333
Nonownership 333
Buying Business Services 333
Services: Purchase Criteria 333
The Choice Process 335
Components of Service Quality 336
Inside Business Marketing: CPAs Develop Marketing Savvy 340
Marketing Mix for Business Service Firms 340
Segmentation 340
Service Packages 341
Inside Business Marketing: The Service Encounter 344
Pricing Business Services 345
Inside Business Marketing: People Make the Difference at SewiceMaster 346
Services Promotion 348
Services Distribution 350
Developing New Services 350
Failure of New Services 351
Support Services 352
Inside Business Marketing: The Service Factory Advantage 353
Third Party Service Vendors 353
International Dimensions of Business Services 354
Key Considerations in Global Services Marketing 354
The Global Marketplace: Service Exports.
Solving Balance of Payment Problems!1 355
Summary 356
Chapter 13 Managing Business Marketing Channels 359
The Business Marketing Channel J60
Direct Distribution 361
Indirect Distribution 361
Inside Business Marketing: It Takes Five Roads to Reach This Market 363
Many Channels Are Often Required 363
Participants in the Business Marketing Channel 364
Distributors 364
Contents xj
Inside Business Marketing: Industrial Distributor
Operating Characteristics 367
Manufacturers Representatives 368
Other Business Marketing Intermediaries 3 70
Ethical Business Marketing: What Does a Manufacturer Owe Its Reps? 3 71
Channel Design 372
Stage 1. Channel Objectives 373
Stage 2. Channel Design Constraints 374
Stage 3. Pervasive Channel Tasks 374
Stage 4. Channel Alternatives 3 75
Stage 5. Channel Selection 379
Channel Administration 381
Selection of Intermediaries 382
Motivating Channel Members 382
Inside Business Marketing: A Lesson in Effective
Manufacturer Distributor Relationships 384
Conflict: The Need for Interorganizational Management 387
International Business Marketing Channels 389
Domestic Middlemen 390
Foreign Based Middlemen 391
Company Organized Sales Force 391
Summary 392
Chapter 14 Business Marketing Channels: The Logistical Interface 395
Elements of Logistical Management 396
Timely Logistical Support 397
Inside Business Marketing: The Impact off IT:
Quality, Profits, Market Share 398
Elements of a Logistical System 399
Total Cost Approach 400
Inside Business Marketing: Now That s Logistics! 401
Service/Cost Trade Offs 403
Channel System Orientation 403
Business to Business Logistical Service 404
Definition of Customer Service 404
Impacts of Supplier Logistical Service on Business Customers 404
The Role of Logistical Service in the Buying Decision 405
Determining the Level of Service 406
The Interface of Logistics in the Channel 408
Logistical Impacts on Industrial Intermediaries 408
Impact on Customer Service 408
Improving Logistical Performance in the Channel 470
Business to Business Logistical Management 410
Logistical Facilities 410
Transportation 411
The Global Marketplace: CAT Gets a Gift from
Third Party Logistics Specialist 412
xxiv Contents
Inside Business Marketing: Lockheed Transforms
Boxcars into Warehouse 414
Inventory Management 414
The Strategic Role of Logistics 417
Summary 417
Chapter 15 Managing the Industrial Pricing Function 419
The Meaning of Price in Business Markets 420
Benefits 421
Costs 422
The Industrial Pricing Process 422
Price Objectives 422
Demand Determinants 423
The Global Marketplace: Worldwide Competitive Pricing 429
Cost Determinants 430
Competition 433
Pricing across the Product Life Cycle 436
Pricing New Products 436
Ethical Business Marketing: On Ethics and Pricing at IBM 43 7
Price Administration 439
Discounts 439
Legal Considerations 441
Geographic Pricing 441
Competitive Bidding 442
The Buyer s Side of Bidding 442
Closed Bidding 442
Open Bidding 442
Strategies for Competitive Bidding 443
The Role of Leasing in the Industrial Market 445
Financial Leases versus Operating Leases 445
Lease versus Purchase 446
Industrial Lease Marketing: Strategic Implications 447
Summary 448
Chapter 16 Business Marketing Communications:
Advertising and Sales Promotion 451
The Role of Advertising 452
Integrated Communication Programs 452
Nature of Organizational Buying Affects Business Advertising 452
Advertising: Enhancing Sales Effectiveness 454
Advertising: Increased Sales Efficiency 455
Advertising: Creating Awareness 456
Advertising: Self Selection 456
Inside Business Marketing: Creating a Corporate Image 457
The Limitations of Business to Business Advertising 457
Managing Business to Business Advertising 458
Advertising Objectives 458
Contents x
Determining Advertising Expenditures 460
Inside Business Marketing: Where Business to Business
Promotional Dollars A re Spent 462
Ethical Business Marketing: Deception Saves the Company 464
The Advertising Message 464
Business Marketing Advertising Media 468
Inside Business Marketing: The Floppy Disk and Video
Cassette Pitch—Companies Find New Ad Media 4 70
The Global Marketplace: Leveraging a Global Message 473
Advertising Effectiveness 475
Inside Business Marketing: Business Marketers Find Sports
Sponsorship an Effective Advertising Tool 476
Supplementary Promotional Tools 478
Exhibits and Trade Shows 4 78
Catalogs 483
Trade Advertising 484
Summary 484
Chapter 17 Business Marketing Communications:
Managing the Personal Selling Function 489
Foundations of Personal Selling: An Organizational Customer Focus 490
Organizational Buying Behavior 491
Relationship Marketing 492
Relationship Quality 493
Managing the Sales Force 493
Defining the Role of Personal Selling in the
Business Marketing Program 494
The Global Marketplace: International Sales Negotiations 497
Organizing the Personal Selling Effort 498
Organizing to Serve National Accounts 500
Sales Administration 503
Ethical Business Marketing: Ethics in Selling 510
Models for Industrial Sales Force Management 510
Deployment Analysis: A Strategic Approach 510
A Model for Allocating Sales Effort 513
Sales Management: A Systems Perspective 516
Reaching Industrial Customers: Evolving Strategies 516
Summary 518
PART V EVALUATING BUSINESS MARKETING
STRATEGY AND PERFORMANCE 521
Chapter 18 Controlling Business Marketing Strategies 523
Marketing Strategy: Allocating Resources 524
Guiding Strategy Formulation 525
xxvi Contents
The Marketing Control Process 525
Inside Business Marketing: Cypress Semiconductor:
No Excuses Management 526
Control Is Information 526
Control at Various Levels 528
Strategic Control 528
Inside Business Marketing: Hopping the Lily Pads:
A Strategy That Works 530
Annual Plan Control 533
Strategic Component Control 535
Profitability Control 536
Marketing Control Systems: Industry Practices 541
Improving Efficiency and Effectiveness 541
Implementation of Business Marketing Strategy 541
The Global Marketplace: Information
Technology and Global Strategy 542
The Strategy Implementation Fit 542
Implementation Skills 544
The Marketing Strategy Center: An Implementation Guide 544
Inside Business Marketing: Marketing Expert Puts
Strategy Implementation Issues in Perspective 545
Looking Back 547
Summary 549
PART VI CASES 551
Case Planning Guide 552
Case 1 E. I. du Pont de Nemours Co., Inc. 553
Case 2 Ideal Brands, Inc. 571
Case 3 Cameron Auto Parts 575
Case 4 Southwestern Ohio Steel Company (A) 584
Case 5 Trus Joist Corporation (B) 597
Case 6 Caterpillar Tractor Company 610
Case 7 The McKenzie Company (A) 615
Case 8 The McKenzie Company (B) 626
Case 9 Beta Pharmaceuticals: Pennsylvania Distribution System 628
Case 10 S. C. Johnson and Son, Limited (R) 634
Case 11 Texas Instruments: Electronic Appliance Controls 648
Case 12 Afton Industries 656
Case 13 Rogers, Nagel, Langhart (RNL PC), Architects and Planners 660
Case 14 Microsoft Corporation: The Introduction of Microsoft Works 675
Case 15 Brand Pipe Company 694
Case 16 Lectron Corporation 704
Case 17 Multicon, Incorporated (A) 716
Case 18 Ethical Dilemmas in Business Marketing 732
|
| any_adam_object | 1 |
| author | Hutt, Michael D. Speh, Thomas W. |
| author_facet | Hutt, Michael D. Speh, Thomas W. |
| author_role | aut aut |
| author_sort | Hutt, Michael D. |
| author_variant | m d h md mdh t w s tw tws |
| building | Verbundindex |
| bvnumber | BV005882816 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
| callnumber-sort | HF 45415.13 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)23139434 (DE-599)BVBBV005882816 |
| dewey-full | 658.8/04 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/04 |
| dewey-search | 658.8/04 |
| dewey-sort | 3658.8 14 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| genre | (DE-588)4522595-3 Fallstudiensammlung gnd-content |
| genre_facet | Fallstudiensammlung |
| id | DE-604.BV005882816 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T08:39:37Z |
| institution | BVB |
| isbn | 0030541670 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-003684022 |
| oclc_num | 23139434 |
| open_access_boolean | |
| owner | DE-384 DE-83 |
| owner_facet | DE-384 DE-83 |
| physical | XXVI, 749 S. graph. Darst. |
| publishDate | 1992 |
| publishDateSearch | 1992 |
| publishDateSort | 1992 |
| publisher | Dryden Press |
| record_format | marc |
| spellingShingle | Hutt, Michael D. Speh, Thomas W. Business marketing management a strategic view of industrial and organizational markets Marketing industriel - Gestion ram Marketing gtt Industrial marketing Management Case studies Business-to-Business-Marketing (DE-588)4631075-7 gnd Marketingmanagement (DE-588)4168907-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4631075-7 (DE-588)4168907-0 (DE-588)4037589-4 (DE-588)4522595-3 |
| title | Business marketing management a strategic view of industrial and organizational markets |
| title_auth | Business marketing management a strategic view of industrial and organizational markets |
| title_exact_search | Business marketing management a strategic view of industrial and organizational markets |
| title_full | Business marketing management a strategic view of industrial and organizational markets Michael D. Hutt ; Thomas W. Speh |
| title_fullStr | Business marketing management a strategic view of industrial and organizational markets Michael D. Hutt ; Thomas W. Speh |
| title_full_unstemmed | Business marketing management a strategic view of industrial and organizational markets Michael D. Hutt ; Thomas W. Speh |
| title_short | Business marketing management |
| title_sort | business marketing management a strategic view of industrial and organizational markets |
| title_sub | a strategic view of industrial and organizational markets |
| topic | Marketing industriel - Gestion ram Marketing gtt Industrial marketing Management Case studies Business-to-Business-Marketing (DE-588)4631075-7 gnd Marketingmanagement (DE-588)4168907-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing industriel - Gestion Marketing Industrial marketing Management Case studies Business-to-Business-Marketing Marketingmanagement Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003684022&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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