Business marketing management: B2B
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
[Mason, Ohio] [u.a.]
South-Western Cengage Learning
2013
|
| Ausgabe: | 11. ed., internat. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025272782&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes bibliographical references and indexes |
| Umfang: | XXXX, 444 S. Ill., graph. Darst. |
| ISBN: | 9781133189572 1133189571 |
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| 245 | 1 | 0 | |a Business marketing management |b B2B |c Michael D. Hutt ; Thomas W. Speh |
| 246 | 1 | 0 | |a Business to Business, B 2 B |
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Datensatz im Suchindex
| _version_ | 1819247191455170560 |
|---|---|
| adam_text | Titel: Business marketing management
Autor: Hutt, Michael D
Jahr: 2013
CONTENTS
Preface vii
PART I The Environment of Business Marketing 1
Chapter 1 A Business Marketing Perspective 3
Business Marketing 4
Business Market Customers 5
Commercial Enterprises as Customers 6
A Concentration of Customers 6
Government Units as Customers 7
Institutions as Customers 7
Business Marketing Management 8
B2B TOP PERFORMERS: Jim Ryan, Chairman, President and Chief Executive
Officer, W. W. Grainger, Inc. 9
Business Markets versus Consumer-Goods Markets 10
What Makes a Marketing Leader? 11
Creating the Customer Value Proposition 12
Characteristics of Business Markets 14
Business and Consumer Marketing: A Contrast 15
Smucker: A Consumer and Business Marketer 16
Distinguishing Characteristics 17
A Relationship Emphasis 17
The Supply Chain 18
Supply Chain Management 19
Managing Relationships in the Supply Chain 20
Commercial Enterprises as Consumers 20
Classifying Goods for the Business Market 22
Entering Goods 22
Foundation Goods 22
Facilitating Goods 24
Business Marketing Strategy 25
Illustration: Manufactured Materials and Parts 25
Illustration: Installations 26
Illustration: Supplies 26
A Look Ahead 27
Summary 28
Discussion Questions 29
Internet Exercises 30
PART II Managing Relationships in Business Marketing 31
Chapter 2 Organizational Buying Behavior 33
The Organizational Buying Process 34
The Search Process 35
New Task 36
Straight Rebuy 37
Modified Rebuy 39
Environmental Forces 40
Economic Influences 41
Technological Influences 41
Organizational Forces 42
Growing Influence of Purchasing 42
Strategic Priorities in Procurement 42
Procurement Manager s Toolkit 44
Total Cost of Ownership (TCO) 44
INSIDE BUSINESS MARKETING: Use TCO to Inform Next Car Purchase 44
Strategy Response: Develop Value-Based Sales Tools 45
Segmenting Purchase Categories 45
E-Procurement 47
Reverse Auctions 47
Organizational Positioning of Purchasing 48
Strategy Response: Key Account Management 48
ETHICAL BUSINESS MARKETING: Gift Giving: Buy Me These Boots and
You ll Get My Business 49
Group Forces 50
The Buying Center 50
INSIDE BUSINESS MARKETING: Innovate and Win with BMW 52
Buying Center Influence 52
Individual Forces 54
Differing Evaluative Criteria 55
Information Processing 55
Risk-Reduction Strategies 56
Summary 57
Discussion Questions 58
Internet Exercises 59
Chapter 3 Customer Relationship Management
Strategies for Business Markets 60
Relationship Marketing 61
Types of Relationships 62
Value-Adding Exchanges 63
Nature of Relationships 63
Strategic Choices 63
Managing Buyer-Seller Relationships 64
Transactional Exchange 64
Collaborative Exchange 64
Switching Costs 65
Strategy Guidelines 65
Measuring Customer Profitability 67
Activity-Based Costing 67
Unlocking Customer Profitability 67
The Profitable Few 68
Managing High- and Low-Cost-to-Serve Customers 69
INSIDE BUSINESS MARKETING: Loyalty and Customer Profitability 71
Managing Unprofitable Customers 71
Firing Customers 71
Customer Relationship Management 72
Acquiring the Right Customers 74
Crafting the Right Value Proposition 75
Instituting the Best Processes 77
Motivating Employees 78
Learning to Retain Customers 79
Relationship Marketing Success 80
Drivers of Relationship Marketing Effectiveness 80
Relationship Marketing (RM) Programs 82
Financial Impact of RM Programs 83
Targeting RM Programs 83
Summary 84
Discussion Questions 85
Internet Exercise 86
PART III Assessing Market Opportunities 87
Chapter 4 Segmenting the Business Market and
Estimating Segment Demand 89
Business Market Segmentation Requirements and Benefits 90
Requirements 91
Benefits 91
INSIDE BUSINESS MARKETING: How to See What s Next 92
Bases for Segmenting Business Markets 93
INSIDE BUSINESS MARKETING: Balancing Risk and Return in a
Customer Portfolio 94
Macrolevel Bases 94
Microlevel Bases 97
Illustration: Microsegmentation 100
The Segmentation Process 101
Choosing Market Segments 101
Isolating Market Segment Profitability 102
Implementing a Segmentation Strategy 103
Estimating Segment Demand 103
The Role of the Demand Estimation 103
Methods of Forecasting Demand 105
Qualitative Techniques 105
Quantitative Techniques 107
CPFR: A New Collaborative Approach to Estimating Demand 109
Combining Several Forecasting Techniques 109
Summary 110
Discussion Questions 110
Internet Exercise 111
PART IV Formulating Business Marketing Strategy 113
Chapter 5 Business Marketing Planning:
Strategic Perspectives 115
Marketing s Strategic Role 116
The Hierarchy of Strategies 116
Strategy Formulation and the Hierarchy 118
Functionally Integrated Planning: The Marketing Strategy Center 120
B2B TOP PERFORMERS: Cross-Functional Relationships: Effective Managers
Deliver on Promises 121
The Components of a Business Model 122
Customer Interface 123
Core Strategy 123
B2B TOP PERFORMERS: Winning with a New Business Model at Dow Corning 124
Strategic Resources 125
The Value Network 125
Strategic Positioning 126
Strategic Positioning Illustrated 127
Building the Strategy Plan 128
The Balanced Scorecard 129
Financial Perspective 129
Customer Perspective 131
Internal Business Process Perspective 132
Strategy Map 134
Summary 136
Discussion Questions 137
Internet Exercise 138
Chapter 6 Business Marketing Strategies
for Global Markets 140
Capturing Global Advantage 141
Market Access 143
Resource Access 144
INSIDE BUSINESS MARKETING: How Offshore Outsourcing Affects
Customer Satisfaction—and a Company s Stock Price! 146
Local Adaptation 146
Network Coordination 147
INSIDE BUSINESS MARKETING: Made in America—Again 148
Global Market Entry Options 148
Exporting 148
Contracting 150
Strategic Global Alliances (SGA) 151
Joint Ventures 152
Choosing a Mode of Entry 153
Multi-domestic versus Global Strategies 154
Source of Advantage: Multi-domestic versus Global 154
Types of International Strategy 155
A Strategic Framework 157
Global Strategy 158
Build on a Unique Competitive Position 158
Emphasize a Consistent Positioning Strategy 158
Establish a Clear Home Base for Each Distinct Business 158
Leverage Product-Line Home Bases at Different Locations 159
Disperse Activities to Extend Home-Base Advantages 159
Coordinate and Integrate Dispersed Activities 160
Summary 160
Discussion Questions 161
Internet Exercise 162
Chapter 7 Managing Products for Business
Markets 163
Building a Strong B2B Brand 164
Brand-Building Steps 165
Brand Strategy Guidelines 167
Profiling a Strong Brand: IBM 168
Product Quality and Customer Value 169
Meaning of Quality 170
Sustainability: Strategic Imperative 170
GE s Ecomagination Marketing Campaign 172
Meaning of Customer Value 172
B2B TOP PERFORMERS: Green Is Green 173
Product Support Strategy: The Service Connection 175
Product Policy 175
Types of Product Lines Defined 176
Defining the Product Market 176
B2B TOP PERFORMERS: BASF: Using Services to Build a Strong Brand 178
Planning Industrial Product Strategy 178
Product Positioning 179
The Process 179
Isolating Strategy Opportunities 180
Product Positioning Illustrated 180
The Technology Adoption Life Cycle 181
Types of Technology Customers 181
Strategies for the Technology Adoption Life Cycle 182
INSIDE BUSINESS MARKETING: The Gorilla Advantage in High-Tech Markets 183
The Bowling Alley 183
The Tornado 184
Main Street 185
Summary 185
Discussion Questions 186
Internet Exercise 187
Chapter 8 Managing Innovation and New
Industrial Product Development 189
The Management of Innovation 190
Induced Strategic Behavior 191
Autonomous Strategic Behavior 191
Product Championing and the Informal Network 193
Conditions Supporting Corporate Entrepreneurship 194
Managing Technology 194
Classifying Development Projects 195
A Product-Family Focus 196
The Disruptive Innovation Model 196
INSIDE BUSINESS MARKETING: Disrupters Pull Different Innovation Levers 198
Illustration: A New-Market Disruption 199
Innovation Winners in High-Technology Markets 200
The New-Product-Development Process 202
What Drives a Firm s New Product Performance? 202
Anticipating Competitive Reactions 204
Sources of New Product Ideas 204
B2B TOP PERFORMERS: Inviting New Product Suggestions 205
Determinants of New Product Performance and Timeliness 207
The Determinants of Success 207
Fast-Paced Product Development 209
Summary 210
Discussion Questions 211
Internet Exercise 212
Chapter 9 Managing Services for Business
Markets 214
Understanding the Full Customer Experience 215
The Customer Experience Life Cycle 215
Applying the Customer Experience Map 216
Customer Experience Management 216
A Solution-Centered Perspective 218
Delivering Effective Customer Solutions 219
The Supplier s Role 220
The Customer s Role 221
B2B TOP PERFORMERS: Smart Customer Solutions from IBM 222
Choose Customers Wisely 222
Benefits of Solution Marketing 223
Business Service Marketing: Special Challenges 223
Services Are Different 224
Tangible or Intangible? 225
Simultaneous Production and Consumption 225
Service Variability 226
Service Perishability 226
INSIDE BUSINESS MARKETING: Do Service Transition Strategies Pay Off? 227
Nonownership 227
Service Quality 228
Dimensions of Service Quality 228
Customer Satisfaction and Loyalty 229
Service Recovery 229
Zero Defections 230
Return on Quality 230
Service Packages 231
Customer-Benefit Concept 231
Service Concept 231
Service Offer 232
Service Delivery System 233
Service Personnel 233
Hybrid Offerings 233
Unique Resources Manufacturing Firms Can Leverage 234
Distinctive Capabilities for Launching Hybrid Offerings 235
Classifying Services for Hybrid Offerings 236
Summary 239
Discussion Questions 239
Internet Exercise 240
Chapter 10 Managing Business Marketing
Channels 242
The Business Marketing Channel 243
Direct Channels 244
Indirect Channels 245
Integrated Multichannel Models 245
Participants in the Business Marketing Channel 248
Distributors 248
INSIDE BUSINESS MARKETING: W. W. Grainger: Profile of a Leading-Edge
Industrial Distributor 249
Manufacturers Representatives 251
B2B TOP PERFORMERS: Why Intel Uses Reps 252
Channel Design 253
Step 1: Define Customer Segments 254
Step 2: Identify Customers Channel Needs by Segment 255
Step 3: Assess the Firm s Channel Capabilities 256
Step 4: Benchmark to Competitors 256
Step 5: Create Channel Solutions for Customers Latent Needs 256
Step 6: Evaluate and Select Channel Options 256
Crucial Points in Channel Transformation 257
Channel Administration 257
Selection of Channel Members 258
Motivating Channel Members 258
Summary 260
Discussion Questions 261
Internet Exercise 261
Chapter 11 Supply Chain Management 263
Supply Chain Management: A Tool for Competitive Advantage 265
Supply Chain Management Goals 265
Benefits to the Final Customer 267
INSIDE BUSINESS MARKETING: When the Supply Chain Gets Disrupted 268
The Financial Benefits Perspective 268
Information and Technology Drivers 269
Successfully Applying the Supply Chain Management Approach 270
Successful Supply Chain Practices 270
B2B TOP PERFORMERS: Making Supplier Relationships Work 271
Logistics as the Critical Element in Supply Chain Management 272
Distinguishing Between Logistics and Supply Chain Management 272
Managing Flows 272
The Strategic Role of Logistics 273
Sales-Marketing-Logistics Integration 273
Just-in-Time Systems 274
Total-Cost Approach 275
Calculating Logistics Costs 276
Activity-Based Costing 276
Total Cost of Ownership 276
Business-to-Business Logistical Service 277
Logistics Service Impacts on the Customer 278
Determining the Level of Service 278
Logistics Impacts on Other Supply Chain Participants 279
Business-to-Business Logistical Management 279
Logistical Facilities 279
Transportation 280
Inventory Management 282
INSIDE BUSINESS MARKETING: The Profit Impact of Inventory Management 283
Third-Party Logistics 283
Summary 284
Discussion Questions 285
Internet Exercise 286
Chapter 12 Pricing Strategies for Business
Markets 287
The Pricing Process in Business Markets 288
Price Objectives 289
Demand Determinants 290
Value-Based Pricing Illustrated 293
Cost Determinants 295
Competition 297
Pricing across the Product Life Cycle 299
Pricing New Products 299
INSIDE BUSINESS MARKETING: Understanding the Economic Value
of New Products 301
Legal Considerations 301
Responding to Price Attacks by Competitors 302
Evaluating a Competitive Threat 302
Understanding the Rules of Competitive Strategy 304
Competitive Bidding 305
Closed Bidding 305
Open Bidding 306
Strategies for Competitive Bidding 306
Summary 307
Discussion Questions 308
Internet Exercise 309
Chapter 13 Business Marketing Communications:
Advertising and Sales Promotion 311
Business-to-Business (B2B) Social Media 313
Dell s Social Media Brand 313
The Customer Decision Journey 314
Charting CDJ 314
The Role of Advertising 316
Integrated Communication Programs 316
Enhancing Sales Effectiveness 316
Increased Sales Efficiency 316
Creating Awareness 317
What Business-to-Business Advertising Cannot Do 317
Managing Business-to-Business Advertising 317
Defining Advertising Objectives 318
Written Objectives 318
Determining Advertising Expenditures 319
Developing the Advertising Message 321
Selecting Advertising Media for Business Markets 322
B2B TOP PERFORMERS: Search Engine Marketing at Google: The Right
Message, the Right Time 324
Direct Marketing Tools 325
Measuring Advertising Effectiveness 327
Measuring Impacts on the Purchase Decision 327
The Measurement Program 328
Managing Trade Show Strategy 329
Trade Shows: Strategy Benefits 329
Trade-Show Investment Returns 330
Planning Trade-Show Strategy 331
Trade-Show Objectives 331
Selecting the Shows 331
Managing the Trade-Show Exhibit 332
Evaluating Trade-Show Performance 332
Summary 333
Discussion Questions 334
Internet Exercise 335
Chapter 14 Business Marketing Communications:
Managing the Personal
Selling Function 337
Managing the Sales Force 339
Organizing the Personal Selling Effort 339
Key Account Management 340
National Account Success 343
B2B TOP PERFORMERS: Using Customized Strategies to Outmaneuver Rivals 344
Isolating the Account Management Process 344
Account Management Success 345
Sales Administration 348
Recruitment and Selection of Salespersons 348
Training 348
Supervision and Motivation 349
Evaluation and Control 352
Deployment Analysis: A Strategic Approach 354
Territory Sales Response 354
Territory Alignment 355
Developing the Customer Database 356
Sales Resource Opportunity Grid 356
Isolating High-Opportunity Customers 357
GE s Sales Force Effectiveness Initiative 358
Summary 359
Discussion Questions 359
Internet Exercises 360
PART V Evaluating Business Marketing 361
Strategy and Performance
Chapter 15 Marketing Performance Measurement 363
A Strategy Map: Portrait of an Integrated Plan 365
Developing the Strategy: The Process 366
Maps: A Tool for Strategy Making 369
Marketing Strategy: Allocating Resources 369
Guiding Strategy Formulation 370
Managing Individual Customers for Profit 370
The Marketing Control Process 371
Control at Various Levels 371
Strategic Control 371
Annual Plan Control 374
Marketing Control: The Marketing Performance Dashboard 374
B2B TOP PERFORMERS: CMO Profile 377
Efficiency and Effectiveness Control 377
Profitability Control 377
Implementation of Business Marketing Strategy 380
The Strategy-Implementation Fit 381
Implementation Skills 381
The Marketing Strategy Center: An Implementation Guide 382
Looking Back 384
Summary 385
Discussion Questions 386
Internet Exercise 387
Chapter Cases
Chapter 1 Case: The Middleby Corporation 389
Discussion Questions 390
Chapter 2 Case: Sealed Air Corporation: Delivering
Packaging Solutions 391
Discussion Questions 392
Chapter 3 Case: IBM Challenge: How to Serve
a Diverse Mix of Demanding Customers 393
Chapter 4 Case: Federated Insurance:
Targeting Small Businesses 395
Cultivating Business Relationships 395
Discussion Questions 396
Chapter 5 Case: Intuit s Solutions for Small and
Medium-Sized Businesses 397
Discussion Questions 397
Chapter 6 Case: Schwinn: Could the Story
Have Been Different? 399
Alternative Reality One: Aim High 399
Alternative Reality Two: If You Can t Beat Them,
Join Them 399
Discussion Question 400
Chapter 7 Case: Hidden Inside: International
Flavors Fragrances, Inc. 401
Discussion Questions 401
Chapter 8 Case: Vscan: GE Healthcare s
Pocket-Sized Imaging Device 403
Discussion Questions 403
Chapter 9 Case: Paychex, Inc. 405
Discussion Questions 405
Chapter 10 Case: Snap-on, Inc.: A Unique
Go-to-Market Strategy 407
Discussion Questions 407
Chapter 11 Case: Supply Chain Issues
at Optimal Medical Parts Company 409
Discussion Questions 410
Chapter 12 Case: Free-Product Competitors
Challenge Microsoft 411
Discussion Questions 411
Chapter 13 Case: Johnson Controls, Inc. 413
Discussion Questions 413
Chapter 14 Case: Account Management at YRC
Worldwide: Choosing Customers Wisely 415
Discussion Question 415
Chapter 15 Case: Danaher Corporation 417
Discussion Question 417
Name Index 419
Subject Index 428
|
| any_adam_object | 1 |
| author | Hutt, Michael D. Speh, Thomas W. |
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| edition | 11. ed., internat. ed. |
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| genre | (DE-588)4522595-3 Fallstudiensammlung gnd-content |
| genre_facet | Fallstudiensammlung |
| id | DE-604.BV040420018 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T16:14:43Z |
| institution | BVB |
| isbn | 9781133189572 1133189571 |
| language | English |
| lccn | 2011944035 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025272782 |
| oclc_num | 815895221 |
| open_access_boolean | |
| owner | DE-860 DE-1050 DE-526 |
| owner_facet | DE-860 DE-1050 DE-526 |
| physical | XXXX, 444 S. Ill., graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | South-Western Cengage Learning |
| record_format | marc |
| spellingShingle | Hutt, Michael D. Speh, Thomas W. Business marketing management B2B Industrial marketing Management Case studies Industriebetrieb (DE-588)4026813-5 gnd 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)4026813-5 (DE-588)4631075-7 (DE-588)4168907-0 (DE-588)4037589-4 (DE-588)4522595-3 |
| title | Business marketing management B2B |
| title_alt | Business to Business, B 2 B |
| title_auth | Business marketing management B2B |
| title_exact_search | Business marketing management B2B |
| title_full | Business marketing management B2B Michael D. Hutt ; Thomas W. Speh |
| title_fullStr | Business marketing management B2B Michael D. Hutt ; Thomas W. Speh |
| title_full_unstemmed | Business marketing management B2B Michael D. Hutt ; Thomas W. Speh |
| title_short | Business marketing management |
| title_sort | business marketing management b2b |
| title_sub | B2B |
| topic | Industrial marketing Management Case studies Industriebetrieb (DE-588)4026813-5 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Marketingmanagement (DE-588)4168907-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Industrial marketing Management Case studies Industriebetrieb Business-to-Business-Marketing Marketingmanagement Marketing Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025272782&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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