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200091 Business To Business Marketing AUTUMN 2014 Week # 1

Your Lecturer and Tutor: Dr. Neeru Sharma Room 11.1.55, Building 11, Campbelltown campus Contact: n.sharma@uws.edu.au Consultation: By appointment. 200091 Business To Business Marketing AUTUMN 2014 Week # 1. Unit resources. Learning guide Unit outline vUWS Lecture notes every week

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200091 Business To Business Marketing AUTUMN 2014 Week # 1

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  1. Your Lecturer and Tutor: Dr. Neeru SharmaRoom 11.1.55, Building 11, Campbelltown campusContact: n.sharma@uws.edu.auConsultation: By appointment 200091 Business To Business Marketing AUTUMN 2014 Week # 1

  2. Unit resources • Learning guide • Unit outline • vUWS • Lecture notes every week • Supplementary Readings • Classroom activities Mini cases, handouts for discussion of relevant topics, quizzes for exam practice • Industry examples to apply book concepts • Assessment guidelines on vUWS • Peer evaluation form • Past years exam question papers 200091

  3. Text Book • Business Marketing Management: B2B, 11th ed., by Hutt, M. & Speh TW. 200091

  4. Scope of Business To Business Marketing • Customers in business market • Buying behaviour in business market • Segmentation • Business marketing planning • Product management • Service management • Innovation management • Distribution channels • Supply chain management • Pricing • Communication 200091

  5. Assessment summary • Group case study analysis • 30% of unit • Due in Week 11 • Individual Assignment • 20% of unit • Due in Week 5 • Final examination • 50% of unit • Formal exam period 200091

  6. Group case study analysis • Case study: Three Rivers Optical • Available on vUWS • Groups of 5 students will be formed in Week 2 • Five questions (See assessment 1 details in the learning guide) • Written answers for the five questions to be submitted • Do not surf the web, or do any secondary or primary research other than what is found in the case • Read the guidelines and the marking guide in the learning guide 200091

  7. Marking guide • Marking guide –marking criteria and standards • Marking criteria Criteria 1 • What level of understanding is demonstrated • quality of analysis of case issues Criteria 2 • Application of relevant B2B marketing concepts to analysis Criteria 3 • Conclusions consistent with understanding of issues 200091

  8. Criteria 4 • Coherence of analysis Criteria 5 • Writing quality 200091

  9. Individual Assignment • Address the question: What do you see as the major differences between business marketing and consumer marketing? Which of these differences do you believe are the most important? Support your position with reference to an example of a company chosen from one of the following industries: • Airlines •  Banking and Finance •  Information technology (computing) •  Hospitality •  Insurance 200091

  10. Good secondary research • Understanding of B2B concepts • Company (ies) must be selling its products in Australia Marking Criteria & standards-re LG 200091

  11. Final examination • 20% multiple choice (40 questions each 0.5%) • 30% essay type answers 200091

  12. Tutorial activities • Prepare questions indicated in the learning guide. These questions are important for final exam preparation. • Multiple choice type questions for practice – 4 sets covering all chapters • More tutorial activities focused on industry examples 200091

  13. What is Business To Business Marketing? Car/truck rental Are they into consumer marketing or B2B marketing? 200091

  14. Review Question Name any five brands in Business-to-business markets. 3M Google DuPont FedEx Couriers Please Officeworks

  15. 0 Business Markets • Are markets for products and services from local to international Bought by: • Businesses • Government bodies • Institutions For: • Incorporation 3M security glass • Consumption electricity, water, networking services • Use Computers, packaging machine • Resale Supermarkets

  16. 0 • Used to manufacture other products • Become part of another product • Aid in the normal operations of an organization • Are acquired for resale without change in form • A product purchased for personal use is • considered a consumer good What Are Business Products? Key is the product’sintended use

  17. Review question • Pick a consumer product. Attempt to identify any one business product that has been used to manufacture it? You could pick some product that you recently purchased. 200091

  18. B2C and B2B B2C B2B Customers: Individuals & Households Institutions Healthcare Education Government Federal State Local Businesses Global Large corporations Small & Medium sized businesses Selected Products: PCs Printers Consumer Electronics Simple Service Agreements PCs Enterprise Storage Servers Complex Service Offerings 0 The Consumer Market (B2C) and the Business Market (B2B) at Dell, Inc.

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