KMBNMK03 B2B AND SERVICE MARKETING UNIT 1 Fundamental of B2B marketing, Consumer market Vs Business market, Classification of business product and Consumer's product Elements of B2B offering, B2B Marketing mix, Strategic tools for managing product offering Organisational buying behaviour, Organisational buying process, Buying situation Buying grid, Buying center, Buyer Seller relationship: types, Managing Relationship with Suppliers, Customers, and Distributors, CRM Process, Strategic Alliances UNIT 2 Market Communication, Brand expression Communication Mix, Customer acquisition process, Relationship Communication Sales Responsibilities, The relationship communication process,Call preparation Selling to low priority and high priority customers, High priority customers: Value selling and consequences Order fulfilment- Relationship building, Market distribution and distinctive nature,Channel design Managing and Administering channel members, Direct and Indirect channels, Supply chain and logistics management UNIT 3 Pricing and Negotiations, Pricing settings in B2B markets 3c's of Pricing cost , Customer and competition pricing strategies, Price positioning Roles of Sales forces in pricing, Bid Pricing, Internet Auctions Ethical aspects of B2B pricing, Managing the personal selling function, Sales forces selections Sales training, Sales control and Evaluations UNIT 4 Service Design, Services vis-Ã -vis goods Customer Expectations and Perceptions of services Gaps Model of service selections Service innovations and Design Physical Evidence UNIT 5 Delivering, Pricing and Managing Services Promise, Demand and Capacity Managing Services Policies, Pricing of services, Pricing considerations and Strategies Role of Advertising, Personal Selling Sales Promotion, Publicity and Public Relation,Services Promotion Evaluating Success of service offerings, Complain Handling, Recovery Management, Services Guarantees
