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ISBN 10: 1305503791
ISBN 13: 9781305503793
Author: Michael Hutt, Thomas Speh
Gain an understanding of the most recent industry trends and today’s dynamic B2B market with Hutt/Speh/Hoffman’s BUSINESS MARKETING MANAGEMENT: B2B, 13E. This edition ties concepts to real-world decision making and to best practices. New content emphasizes an ESG (Environmental, Social, Governance) framework, while new discussions highlight developments such as the innovation flywheel and the new standard in marketing — omnichannel strategy. You review similarities and differences between consumer goods and B2B marketing. Revised content focuses on market analysis, organizational buying behavior, relationship management and marketing strategies to reach organizational customers. A new digital playbook and expanded content on smart, connected products and the impact of the internet also explore how digital-first engagement preferences of B2B buyers are transforming customer relationship processes and marketing strategies.
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Business Marketing Management B2B 12th Table of contents:
Part I. The Environment of Business Marketing
Chapter 1. A Business Marketing Perspective
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Business Marketing – The process of creating and exchanging value between businesses.
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Business Market Customers – Focuses on different types of business customers: commercial enterprises, government units, and institutions.
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Business Marketing Management – The role of business marketing in managing relationships, creating value, and understanding customer needs.
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Business Markets vs. Consumer-Goods Markets – A comparison of business-to-business (B2B) and business-to-consumer (B2C) markets.
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Strategy Imperatives for B2B Marketers – Key strategies for creating a competitive advantage in business markets.
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Creating the Customer Value Proposition – How B2B companies build value propositions to attract business customers.
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Characteristics of Business Markets – An in-depth look at the unique attributes of B2B markets such as fewer customers, larger transactions, and long-term relationships.
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Supply Chain Management – Managing and optimizing supply chains, which are integral to business marketing.
Case Studies
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The Apple and IBM Partnership
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The Middleby Corporation
Part II. Managing Relationships in Business Marketing
Chapter 2. Organizational Buying Behavior
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The B2B Customer Decision Journey – Mapping out the decision-making process for business buyers.
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The Organizational Buying Process – Steps involved in organizational buying, such as problem recognition, search for information, and decision-making.
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Customer Buying Situations – Different types of buying situations: new task, straight rebuy, and modified rebuy.
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E-Procurement – The role of digital platforms in transforming procurement.
Chapter 3. Customer Relationship Management (CRM) Strategies for Business Markets
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Relationship Marketing – Strategies focused on creating and maintaining long-term relationships with business customers.
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Managing Buyer-Seller Relationships – Approaches to fostering productive, lasting relationships.
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Customer Profitability – Using metrics like Activity-Based Costing to manage customer profitability.
Case Studies
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Fastenal Co.
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Sealed Air Corporation: Delivering Packaging Solutions
Part III. Assessing Market Opportunities
Chapter 4. Segmenting the Business Market and Estimating Segment Demand
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Business Market Segmentation – Identifying the key segments in the B2B market and how to approach them.
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Forecasting Demand – Methods for forecasting demand, including qualitative and quantitative techniques.
Case Studies
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The Nest Digital Thermostat
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Federated Insurance: Targeting Small Businesses
Part IV. Formulating Business Marketing Strategy
Chapter 5. Business Marketing Planning: Strategic Perspectives
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Marketing Strategy – Aligning the marketing strategy with overall business objectives.
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Customer Interface and Core Strategy – Focus on customer value propositions and how to position a business effectively in the market.
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Building the Strategy Plan – A look at frameworks such as the Balanced Scorecard to develop a strategic marketing plan.
Chapter 6. Business Marketing Strategies for Global Markets
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Global Market Entry Options – Exploring different ways to enter international markets, such as exporting and joint ventures.
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Global Strategy – Strategic choices in global marketing: emphasizing a consistent positioning strategy while adapting to local markets.
Chapter 7. Managing Products for Business Markets
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Product Branding and Quality – Building a strong B2B brand and ensuring product quality.
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Smart, Connected Products – The role of technology in transforming product offerings and strategies.
Chapter 8. Managing Innovation and New Industrial Product Development
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Innovation Management – Focusing on strategic behavior in product development, including fostering corporate entrepreneurship and managing disruptive innovations.
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New Product Development Process – Stages and considerations for developing new products in the B2B market.
Chapter 9. Managing Services for Business Markets
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Service Marketing – Understanding the unique challenges in business service marketing, such as intangibility and variability.
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Service Quality – Managing the service experience and ensuring customer satisfaction.
Chapter 10. Managing Business Marketing Channels
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Marketing Channels – Managing distribution and sales channels to reach business customers.
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Channel Design and Administration – How to choose and manage the right channels, including direct and indirect options.
Chapter 11. Supply Chain Management
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Supply Chain Strategy – How effective supply chain management can provide competitive advantage.
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Logistics Management – The role of logistics in supply chain effectiveness and its impact on customer satisfaction.
Chapter 12. Pricing Strategies for Business Markets
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Pricing Process – Methods for setting prices in the B2B market, including value-based pricing and competitive pricing.
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Competitive Bidding – The role of bidding in B2B transactions and strategies for success.
Chapter 13. Business Marketing Communications: Advertising and Sales Promotion
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B2B Advertising – Developing effective advertising strategies for business markets.
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Trade Shows – The role of trade shows in B2B marketing and how to effectively use them.
Chapter 14. Business Marketing Communications: Managing the Personal Selling Function
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Personal Selling – The role of sales teams in business marketing, including account management and customer relationship building.
Part V. Evaluating Business Marketing Strategy and Performance
Chapter 15. Marketing Performance Measurement
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Marketing Control Process – Methods for measuring the effectiveness of business marketing strategies.
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Strategic Control – Assessing and managing performance at various levels, including profitability control and efficiency.
Case Studies
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Danaher Corporation
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W. W. Grainger, Inc.
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Michael Hutt,Thomas Speh,Business Marketing