Business Marketing university of delhi

                                                                                                                MBAFT-7604: BUSINESS MARKETING  SOLVED PAPERS AND GUESS

Product Details: MBAFT-7604: BUSINESS MARKETING

Format: BOOK

Pub. Date: NEW EDITION APPLICABLE FOR Current EXAM

Publisher: MEHTA SOLUTIONS

Edition Description: 2021-22

RATING OF BOOK: EXCELLENT

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MBAFT-7604: BUSINESS MARKETING
Course Objectives:
To develop an understanding of the complex dimensions of the business markets and
designing marketing strategies in a business-to-business context.
Course Learning Outcomes:
1. Understanding of business marketing perspective
2. Managing relationships in business marketing
3. Formulating business marketing strategy
4. Evaluating business marketing strategy and performance
Contents:
Unit 1: Introduction to Business Marketing: Nature and scope of Business Marketing
(B2B), Differences between B2B and B2C marketing, underlying factors influencing
the demand, types of customers, classification of products in business markets and
strategic perspectives of business marketing.
Unit II: Organizational Buying Behavior: organizational buying process, different
buying situations, strategic implications for business marketer, factors influencing
organizational buying behavior.
Unit III: Customer Relationship Management: Patterns of buyer-seller relationships and
strategy guidelines, customer profitability and managing strategies, managing customer
relationships, drivers of relationship marketing effectiveness, crafting the right value
proposition.
Unit IV: Segmenting the business markets: Requirements and benefits of segmentation,
bases for segmenting business markets, selecting market segments and isolating market
segment profitability.
Unit V: Managing products and services for business markets: defining the product
market, planning product strategy, technology adoption life-cycle, customer value
proposition, building strong B2B brand, understanding and managing full customer
experience and customer benefit concept of service package.
Unit VI: Managing Business Marketing Channels: Direct, indirect and multichannel
models, industrial distributors, manufacturer's representatives, developing and
modifying channels, channel administration, B2B e-marketplaces and supply chain
management.
Unit VII: Pricing Strategies for business Markets: Central elements of pricing process,
establishing prices for new products and modifying price for existing products.Faculty of Management Studies, University of Delhi
143
Unit VIII: Business Marketing Communications: Organizing sales efforts, managing
personal selling efforts of sales force along the dimensions of selection, training,
compensation, motivation, sales quotas and sales territories, role of trade shows and
advertising for B2B firms.