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Business-to-Business Marketing: A Step-by-Step Guide

Business-to-Business Marketing: A Step-by-Step Guide

Ray Wright

Dec 2003, Paperback, 536 pages
ISBN13: 9780273646471
ISBN10: 0273646478
For orders to USA, Canada, Australia, New Zealand or Japan visit your local Pearson website
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Business- to- Business Marketing: A Step-by-Step Guide offers the reader a clear, cogent understanding of this newly emerging and rapidly evolving sub-discipline. Ideal for college students, undergraduates and non-specialised postgraduates, as well as marketing practitioners, this book is designed specifically to explain the nuances of B2B marketing. With a wealth of local and global case studies, comparisons between B2B and B2C marketing and material linked questions, Business-to-Business Marketing: A Step-by-Step Guide, provides a comprehensive overview of an expansive sector to inspire the reader with confidence


Chapter 1: The business marketing environment in the modern world

Aims and objectives

Part 1: What is the business market?


What is the business-to-business market?

Why business-to-business marketing?

Marketing definitions

Growth of business-to-business markets

Part 2: Characteristics of business markets

Harmonisation of laws in business markets

Barriers to trade

Economic systems

Part 3: Market classification

Regional markets for industrial goods and services

National markets for industrial goods and services

Global markets for industrial goods and services

Marketing trading types

B2B trading forms: organisational types

B2B selling in the not-for-profit sector

The need to understand the behaviour of organisations


Discussion questions

Case study - Web based


Chapter 2: Understanding environment influences affecting organisational behaviour and markets

Aims and objectives

Part 1: Macro-environmental factors influencing B2B organisational



Wider environmental forces

Part 2: Immediate environmental factors influencing organisational


Competitive influences

Customers and markets

Part 3: Demand and supply in the economy

Managing demand

Derived demand

Other demand categories

Trends and shifts in demand

Measuring the level of demand

Demand potential and analysis

Market potential

Industry and market life cycles


Discussion questions

Case study - Web based


Chapter 3: Decision making and segmenting business markets

Aims and objectives

Part 1: Decision making in B2B organisations

Introduction - the purchase function

Ethics in business

Choosing a supplier

The decision-making unit (DMU)

The B2B decision-making process (DMP)

The buying decision difficulty (BDD)

Part 2: Business-to-business segmentation

Why segment business markets?

Market segmentation

Information, marketing research and segmentation

Viability of segmentation

Part 3: Segmentation methods in business-to-business markets

Macro and micro segmentation

Macro segmentation

Micro segmentation

Changing importance of segmentation factors

Part 4: Market segmentation process

Identify the basis for market segmentation

Determine the important characteristics of each segment

Evaluate the market attractiveness of each segment

Segment selection

B2B corporate/product positioning

Develop a marketing mix strategy for each targeted segment


Discussion questions

Case study - Web based


Chapter 4: Managing business products/services for strategic advantage

in business-to-business markets

Aims and objectives

Part 1: Organisations, products and services


B2B product definition

Types of business goods and services

Major product/service categories

Other B2B product categories

Importance of product/service purchase to buying company

Characteristics of B2B services

Strategic approach to marketing B2B products and services

Market research

Part 2: Adding value to products

Basic benefits demanded in B2C and B2B markets

Value added process

Unique selling proposition (USP)

New product development in B2B marketing

Part 3: Branding

What is a brand?

Corporate and product branding strategies

Advantages associated with branding



Discussion questions

Case study - Web based


Chapter 5: Managing business marketing channels

Aims and objectives

Part 1: Evaluating strategic channel alternatives


Channels of distribution in B2B markets

Methods used in direct channels of distribution

Indirect B2B channels of distribution


Internet in the supply chain

Combination of direct and indirect distribution

Strategic channel selection

Strategic channel selection factors

Part 2: Managing the supply chain relationship

B2B supply chain structures

The B2B supply chain

The value chain



Other business relationship forms

Part 3: Management of logistics in B2B markets

Reverse logistics

B2B physical distribution

Transport and delivery methods

Other transport issues


Discussion questions

Case study - Web based


Chapter 6: Pricing strategies for business markets

Aims and objectives

Part 1: The meaning of price and marketing in business markets


The business-to-business pricing process

Price and the B2B marketing mix

Part 2: Strategic factors determining price

Price objectives and strategies


Customers and prices

Market structures and price

Price and levels of demand

Competitor response to price

Price and role of legislation in B2B markets

Part 3: Other aspects of price in B2B marketing

Price and the concept of elasticity

Price negotiation

The internet and its effect on pricing

Price and global markets

Strategic and tactical methods for determining price

Tactical or secondary pricing methods


Discussion questions

Case study - Web based


Chapter 7: Business-to-business strategic communications

Aims and objectives

Part 1: Corporate and product business communications


Corporate and business product communications

Internal marketing communications

Part 2: Managing business-to-business marketing communications

Marketing, communications and corporate brand

Marketing communication strategies

Communication and promotional methods


Point of purchase and merchandising in B2B

Public relations and publicity

Part 3: The strategic role of personal selling in B2B markets

Differences in personal selling in B2B and B2C markets

Managing the sales force

Personal selling and other elements of the communication mix

Marketing communications and promotional campaigns


Discussion questions

Case study - Web based


Chapter 8: Formulating business-to-business marketing strategy

Aims and objectives

Part 1: The need for business marketing strategy


Importance of strategic thinking

Involvement of all managers and all company functions

Levels of strategic decision making

CRM and customer retention schemes

Assessing competitive advantage

Strategic role of marketing

Part 2: The B2B marketing planning process

Scope of strategic planning

Strategic situation analysis: Where are we now?

Strategic choice: Where do we want to go?

Strategic implementation: How are we going to get there?


Discussion questions

Case study - Web based


Chapter 9: Strategic business approaches to different and changing market conditions

Aims and objectives

Part 1: B2B strategic approaches to different markets


Generic strategic approaches

Strategies across the industry, market and product life cycle

Part 2: Business strategies in B2B international markets

The nature of B2B international markets

Foreign market entry

Direct international market entry

Global companies

International and global marketing structures

Part 3: Future of national and international B2B marketing

Business strengths

Market challenges and future of global and business markets

Environmental concerns

Part 4: Use of technology in the growth and maintenance of business


Business-to-business and new technology

Internet uses in both B2B and B2C markets

Strategic options on internet applications


Discussion questions

Case study - Web based


Chapter 10: Understanding business marketing environments (Web based)

Aims and objectives

Part 1: Information for understanding strategic and tactical decision making


Information is power

Information-gathering process

Marketing information system (MIS)

The MIS process

Part 2: The B2B marketing research process

Clear marketing objectives

Secondary research (desk research)

Primary research

B2B research in international markets

Strategic concerns with marketing research

Part 3: Forecasting in B2B marketing

Marketing and sales forecasting

Forecasting techniques


Discussion questions

Case study



  • Comparisons between B2B and B2C marketing
  • Up-to-date examples reflecting national and international marketing needs
  • Case studies in each chapter based on local and global B2B examples
  • End-of-chapter questions linked to chapter material