Business Marketing : Connecting Strategy, Relationships, and Learning

by Dwyer, F. Robert; Tanner, John

• ISBN13: 9780072865783
• ISBN10: 0072865784
• Edition: 3rd
• Format: Hardcover
• Copyright: 2005-01-21
• Publisher: McGraw-Hill/Irwin

Summary

This text is targeted at the undergraduate Business Marketing course. It introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers.

Table of Contents

Preface
Part 1 Business Markets and Business Marketing
Introduction to Business Marketing	4	(24)
The Importance of Business Markets	6	(5)
Why Study Business Marketing?	7	(1)
Business Marketing vs. Consumer Marketing	8	(1)
Buyer-Seller Relationships	8	(1)
Shorter Distribution Channels	9	(1)
Emphasis on Personal Selling	9	(1)
Greater Web Integration	10	(1)
Unique Promotional Strategies	10	(1)
Business Markets	11	(9)
Types of Business Customers	12	(2)
Types of Products	14	(1)
Size and Location of Customers	15	(1)
Purchasing Standards and Processes	16	(2)
The Nature of Demand	18	(2)
The Entire System	20	(3)
Understanding the Market	21	(1)
The Marketing Mix Creates Value	22	(1)
Marketing is an Integrative Process	23	(1)
Summary	23	(1)
Key Terms	24	(1)
Discussion Questions	24	(1)
Internet Exercise	25	(1)
Cases	25	(1)
Additional Readings	26	(2)
The Character of Business Marketing	28	(32)
The Magic of Markets	31	(1)
Markets Coordinate	31	(1)
Beyond Market Coordination	32	(8)
Supply Chain Management	33	(2)
Relationship Management	35	(5)
Developing Relationships	40	(2)
High-Performance Criteria	40	(2)
A Model of Relationship Development	42	(7)
Awareness	44	(1)
Exploration	44	(3)
Expansion	47	(1)
Commitment	48	(1)
Dissolution	48	(1)
Model Assessment	49	(1)
Safeguarding Relationships	49	(3)
House Calls	50	(1)
Trading Places	50	(1)
Managing Dependence	51	(1)
Supplier Pledges	51	(1)
Contracts	51	(1)
Ownership	52	(1)
Relationships in Larger Networks	52	(1)
Summary of Types of Business Relationships	53	(3)
Summary	56	(1)
Key Terms	56	(1)
Discussion Questions	56	(1)
Internet Exercise	57	(1)
Cases	57	(2)
Additional Readings	59	(1)
The Purchasing Function	60	(34)
The Importance of Purchasing	62	(5)
Purchasing's Contribution to the Firm	62	(5)
Purchasing Philosophy	67	(2)
Supplier Evaluation	69	(8)
Buy-Grid Model	70	(2)
Buy-Grid and Marketing Practice	72	(2)
Multiattribute Decision Making	74	(3)
Trends in Purchasing	77	(4)
Trimming Purchasing Costs	77	(1)
Using the Web	78	(1)
Outsourcing	78	(1)
Stronger Relationships with Sellers	79	(1)
Cross-Functional Teams	80	(1)
Professionalism in Purchasing	80	(1)
Purchasing in Government	81	(3)
Political and Social Goals	81	(1)
The Department of Defense	82	(1)
Nondefense Buying	83	(1)
Marketing to the Government	83	(1)
Ethics in Purchasing	84	(4)
What Are Ethics?	85	(1)
Ethical Issues Facing Purchasing	86	(2)
Summary	88	(1)
Key Terms	89	(1)
Discussion Questions	90	(1)
Internet Exercise	91	(1)
Cases	91	(1)
Additional Readings	92	(2)
Organizational Buyer Behavior	94	(26)
People Make the Decisions	96	(1)
Reward--Measurement Theory	97	(1)
Marketing and Reward--Measurement Theory	98	(1)
Behavior Choice Theory	98	(2)
Marketing and Buyer Behavior Choice	100	(1)
Role Theory	100	(8)
Roles in the Buying Center	101	(1)
Dimensions of Buying Centers	101	(3)
Marketing to Buying Centers	104	(1)
When Buying Centers Occur	105	(3)
Buying Determinants Theory	108	(5)
Individual Factors	109	(1)
Organizational Factors	110	(1)
Market Factors	111	(1)
Environmental Factors	111	(2)
Summary	113	(1)
Key Terms	113	(1)
Discussion Questions	114	(1)
Internet Exercise	115	(1)
Cases	115	(1)
Additional Readings	116	(4)
Part 2 Foundations for Creating Value
Market Opportunities: Current and Potential Customers	120	(34)
Finding Opportunities	122	(19)
Markets among Current Customers	122	(2)
Finding Opportunities with Customers	124	(9)
The Acquisition of New Customers	133	(4)
The Search for Look-Alikes	137	(4)
Market Segmentation	141	(5)
Industrial Classification Systems: SIC to NAICS	141	(2)
Company Characteristics	143	(1)
Buying Processes	143	(1)
Benefits Sought	144	(1)
Memberships and Media	145	(1)
Segment Criteria	146	(1)
Market Assessment Tools	146	(1)
Market Share Estimation	147	(1)
Summary	148	(2)
Key Terms	150	(1)
Discussion Questions	150	(1)
Internet Exercise	151	(1)
Cases	151	(2)
Additional Readings	153	(1)
Marketing Strategy	154	(36)
Why a Strategy?	156	(1)
Elements of Business Strategy	156	(4)
Product Markets	156	(1)
Relationships	157	(1)
Resources	158	(1)
Objectives and Plans	158	(1)
Additional Facets of Strategy for a Stable of Businesses	159	(1)
Developing Strategy	160	(10)
The Process for Strategies	160	(1)
Situation Analysis	161	(9)
Understanding Competitive Pressures	170	(4)
Five Forces	170	(2)
Barriers to Entry	172	(1)
Barriers in Flux	173	(1)
Spotting and Defending against Potential Entrants	174	(1)
Strategic Implications of the Five Competitive Forces	174	(5)
Cautions and Limitations	176	(3)
The Organizational Context for Competing	179	(2)
Market Orientation	179	(2)
Organizational Learning and Memory	181	(4)
What Is Learning?	181	(1)
Managing Organizational Learning	181	(4)
Summary	185	(1)
Key Terms	186	(1)
Discussion Questions	186	(1)
Internet Exercise	187	(1)
Cases	188	(1)
Additional Readings	189	(1)
Weaving Marketing into the Fabric of the Firm	190	(30)
The Fabric of the Firm	192	(1)
Market-Oriented Companies	192	(7)
How Market Orientation Impacts Performance	192	(2)
Internal Partnering to Create a Market Orientation	194	(3)
Internal Partners	197	(2)
Partnerships in Marketing	199	(4)
Integrating Marketing Efforts	200	(2)
Organizational Structure---Marketing Partners	202	(1)
Marketing Orientation and Organizational Learning	203	(7)
Organizational Learning Further Defined	204	(1)
Organizational Learning and Competitive Advantage	204	(1)
How Marketing Learns	205	(5)
The Learning Market-Oriented Individual	210	(2)
Important Internal Partnering Skills	210	(2)
Summary	212	(1)
Key Terms	212	(1)
Discussion Questions	213	(1)
Internet Exercise	213	(1)
Cases	214	(1)
Additional Readings	215	(5)
Part 3 Business Marketing Programming
Developing and Managing Products: What Do Customers Want?	220	(28)
What Is a Product?	222	(1)
Augmenting to Exceed Expectations	222	(1)
Managing Products	223	(4)
Product Life Cycle	223	(1)
PLC and Product Strategy	224	(1)
Product Portfolios	225	(2)
New Product Development	227	(10)
Risk and New Product Decisions	227	(1)
New Product Development Process	228	(9)
Success or Failure?	237	(5)
Components of Success	237	(1)
Accelerating the Development Process	238	(2)
Keys to Innovation	240	(1)
Challenges to New Product Success	241	(1)
Harvesting a Product	242	(1)
When to Harvest a Product	242	(1)
Challenges to Harvesting	242	(1)
Summary	242	(2)
Key Terms	244	(1)
Discussion Questions	244	(1)
Internet Exercise	245	(1)
Cases	245	(2)
Additional Readings	247	(1)
Business Marketing Channels: Partnerships for Customer Service	248	(34)
What Is the Marketing Channel?	250	(4)
Channel and Supply Chain Management	250	(4)
Types of Channel Intermediaries	254	(5)
The Ownership Distinction	254	(1)
Other Distinguishing Functions: Merchant Wholesalers	254	(2)
Agent Intermediaries	256	(1)
Brokers	257	(1)
B2B Hubs	258	(1)
Marketing Channel Design	259	(6)
Identify and Anticipate User Needs	260	(1)
Create a Vision of the Ideal Channel	261	(1)
Assess Options	261	(3)
Implement and Manage	264	(1)
Channel Management: The Politics of Distribution	265	(8)
Relational Exchanges	266	(1)
Conflict and Its Types	266	(5)
Power in the Channel	271	(2)
Relationship Forms in Channels	273	(3)
Transactional Channels	273	(1)
Administered Channels	274	(1)
Contractual Channels	274	(1)
Corporate Channels	274	(2)
Summary	276	(1)
Key Terms	277	(1)
Discussion Questions	277	(1)
Internet Exercise	278	(1)
Cases	279	(1)
Additional Readings	280	(2)
Creating Customer Dialogue	282	(30)
The Customer Relationship Management Process	284	(1)
Integrated Marketing Communication Strategy	285	(16)
Integrated Marketing Communications	285	(2)
The IMC Planning Process	287	(1)
Setting Goals	287	(11)
Roles for Each Communication Element	298	(1)
Create Messages	298	(1)
Strategies for Customer Retention and Acquisition	299	(2)
Budgeting for Communications	301	(6)
Benefits of Budgeting	302	(2)
Methods of Budgeting	304	(2)
Allocating among Communication Elements	306	(1)
Summary	307	(1)
Key Terms	307	(1)
Discussion Questions	308	(1)
Internet Exercise	308	(1)
Cases	309	(1)
Additional Readings	310	(2)
Communicating via Advertising, Trade Shows, and PR	312	(26)
Advertising to Business	314	(8)
Why Advertise?	314	(1)
Advertising Strategy	315	(7)
Public Relations	322	(2)
Publicity	323	(1)
Public Affairs	324	(1)
Trade Show Marketing	324	(9)
The Importance of Trade Shows	325	(1)
Setting Trade Show Goals	325	(1)
Show Selection	326	(2)
Show Marketing Strategy	328	(3)
Using Specialty Advertising	331	(1)
Measuring Exhibit Performance	332	(1)
Summary	333	(1)
Key Terms	334	(1)
Discussion Questions	334	(1)
Internet Exercise	335	(1)
Cases	335	(2)
Additional Readings	337	(1)
The One-to-One Media	338	(26)
Direct Marketing	340	(1)
Four Essentials in the Definition	340	(1)
Definitional Gaps	340	(1)
Lists	341	(1)
Compiled Lists	341	(1)
Response Lists	342	(1)
Renting and Using Lists	342	(1)
One-to-One Marketing Programs	342	(12)
Direct Mail	343	(5)
Telemarketing	348	(4)
The Synergy of Mail and Telephone Marketing	352	(2)
World-class Marketing on the WWW	354	(4)
WebSite Goals	354	(1)
Virtual Communities	355	(1)
E-Mail Call	356	(2)
Summary	358	(1)
Key Terms	359	(1)
Discussion Questions	359	(1)
Internet Exercise	360	(1)
Cases	361	(2)
Additional Readings	363	(1)
Sales and Sales Management	364	(34)
The Nature of Professional Selling	366	(1)
Salespeople Create Value	366	(1)
Professional Salespeople Are Ethical	366	(1)
Sales' Role in the Organization	367	(3)
Managing Relationships	367	(2)
Gathering Information	369	(1)
Sales Strategies and Customer Relationships	370	(6)
Types of Customer Relationships and Selling Strategies	370	(2)
Selling across the Stages of the Partnership	372	(4)
Organizing the Sales Force	376	(7)
The Sales Executive	377	(1)
Size and Organization of the Sales Force	377	(6)
Outsourcing the Sales Force	383	(1)
Directing the Sales Force	383	(5)
Quotas	384	(1)
Compensation	384	(3)
Motivating Performance	387	(1)
Evaluating Performance	388	(3)
Five Steps to Evaluating Sales Force Performance	388	(1)
Measures of Performance	389	(2)
Summary	391	(1)
Key Terms	392	(1)
Discussion Questions	393	(1)
Internet Exercise	394	(1)
Cases	394	(2)
Additional Readings	396	(2)
Pricing and Negotiating for Value	398	(36)
The Principles and Principals of Price	400	(2)
What Is Price?	401	(1)
A Model for Price	401	(1)
Cutting to the Quick: The Scissors Factors of Price	402	(3)
The Nature of Competitive Markets	405	(6)
Oligopolies	405	(2)
Monopolistic Competition	407	(1)
Economic Theory and Financial Rudiments	408	(1)
Some Final Words on Models of Competitive Environments	409	(2)
Issues in Price Management	411	(15)
The Pricing Strategy	411	(1)
Channel Pricing	411	(6)
Product Line Pricing	417	(2)
Bidding and Negotiating	419	(5)
A Pricing System	424	(2)
Summary	426	(1)
Key Terms	427	(1)
Discussion Questions	428	(1)
Internet Exercise	429	(1)
Cases	429	(1)
Additional Readings	430	(4)
Part 4 Managing Programs and Customers
Evaluating Marketing Efforts	434	(34)
The Importance of Evaluating Marketing Efforts	436	(1)
Control Systems	436	(24)
Dimensions of Control	437	(5)
The Balanced Score Card	442	(1)
Control and the Nature of Data	442	(2)
Four Causes of Variance	444	(2)
Tools of Control	446	(14)
Using Control Systems	460	(1)
Strategic Planning	460	(1)
Reengineering and Process Design	461	(1)
Summary	461	(1)
Key Terms	461	(1)
Discussion Questions	462	(1)
Internet Exercise	463	(1)
Cases	463	(3)
Additional Readings	466	(2)
Customer Retention and Maximization	468	(32)
Conquest and Aftermarketing	471	(1)
The Nature of a Customer	472	(2)
Always-a-Share Relationships	472	(1)
Lost-for-Good Customers	472	(1)
Implications of Exchange Type	473	(1)
Retention Probability and Customer Value	474	(3)
Additional Payoffs	476	(1)
Customer Relationship Management	477	(1)
Building Relationships	477	(9)
Performance and Exclusivity	478	(2)
Social Ties	480	(1)
Technical and Formal Ties	481	(5)
The Mix of Relationship Ties	486	(1)
Running Relationships	486	(7)
Organizational Character	486	(1)
Communication	486	(2)
Customer Satisfaction Surveys	488	(5)
Forces from Beyond	493	(1)
Strengthening Good Relationships	493	(2)
Supragoals	494	(1)
Needs Anticipation	494	(1)
Lagniappe	494	(1)
Summary	495	(1)
Key Terms	496	(1)
Discussion Questions	496	(2)
Internet Exercise	498	(1)
Cases	498	(2)
Additional Readings	500