B2B Marketing Profs. M Sarvary & D Weinstein

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B2B MarketingProfs. M Sarvary D Weinstein

• What makes B2B marketing different?
• Customers are organizations
• They seek functional as well as process and
  relationship benefits
• Decision making process is complex and considers
  high risk and large transactions
• Markets include competitive alliances and joint
  ventures
• Implementation requires strong inter-functional
  coordination
• Course overview
• Review of traditional marketing topics in the
  business marketing environment
• Customer behaviour industrial decision making
  process
• Segmentation, Positioning, Targeting
• Pricing
• Strategic Account Management
• Industrial Branding
• Partnerships, Alliances, Negotiation
• Conflict in industrial channels of distribution
  
• Course format
• INDUSTRAT simulation. Lectures and cases
  (www.industrat.com)
• Target audience
• All students who will work for or advise firms
  selling to organizations.