;
PES Institute of Technology, Bangalore South Campus
Department Of MBA
Course Outline
Semester – III
Subject Code: 12MBAMM311
Subject Title: BUSINESS MARKETING
Faculty Name: Ravi Urs
No of Hours / Week: 4
Practical Component : 01 Hr/ Week
Mod
No
Ses
sion
No.
1
1
1
2
1
3
Contents
Total no of Lectures: 70
IA Marks: 50 Marks
Exam Hours: 3
Exam Marks: 100
Table -1 : Session Plan
Pedagogic
al Tools
Presentatio
ns
Nature of Industrial Marketing, Industrial
Marketing Vs Consumer Marketing,
PPT
Economics of Industrial demand - The resellers
market
The industrial marketing concept,
Understanding Industrial Markets, Type of
Industrial markets
PPT
Assignments
/ Additional
Work
Student
Learning
Evaluation
Technique
Cumula
tive
Covera
ge
2
3
PPT
5
1
1
1
2
2
4
5
6
7
8
Classifying Industrial Products, Organizational
procurement characteristics
Practical class
PPT
The Industrial Marketing environment
PPT
7
Identify 10
reseller
markets.
Find the
industrial
procurement
characteristi
c for the
industry
assigned
Environment effect on industrial market with
special reference to government rules
PPT
The nature of Industrial buying
Organizational buying activity
Practical class
PPT
PPT
Case study:
CN
Information
services
9
Questions
from previous
QP
10
12
14
Find effect
of Govt.
rules on
different
industries.
What is the
nature of
industrial
buying for
industry
assigned
2
2
9
10
2
2
11
12
2
3
3
3
13
14
15
16
Buying models and buying center concept
Inter-personal dynamics of industrial buying
behavior
Roles of Buying centre
Conflict Resolution in Decision Making
Practical class
PPT
PPT
16
PPT
PPT
19
21
Ethics in Purchasing
PPT
Choosing Target Segments
Positioning
Differentiated and Un-Differentiated Markets
Practical class
17
Who would
comprise
the buying
center for
the industry
assigned.
Explain
which is the
best way of
conflict
resolution
and why?
Case study:
Edward F.
Crow
company
Questions
from previous
QP
23
PPT
PPT
PPT
24
26
28
What are
the target
segments in
the industry
assigned?
What are
the
differentiate
d and
undifferenti
ated markets
in the
industry
assigned
3
3
3
3
3
17
18
19
20
21
Concentrated Markets
Niche Markets
Positioning Strategies
Positioning Strategies (Continued)
Practical class
PPT
PPT
PPT
PPT
Difference between Industrial Market Research
and Consumer Market Research
PPT
30
31
33
35
Which are
the
concentrate
d and niche
markets in
the industry
assigned.
What are
the
positioning
strategies
available in
the assigned
industry
Case study:
Cumberland
Gasket
Company
Questions
from previous
QP
37
Inc.
4
4
4
4
4
4
5
22
23
24
25
26
27
28
Developing Product Strategy
Analyzing Industrial Product Life Cycle
Analyzing Industrial Product Life Cycle
(Continued)
Practical class
PPT
PPT
PPT
Developing Strategies for new products
Developing Strategies for existing products
Business Service Marketing: Special
Challenges
PPT
PPT
PPT
Industrial Distributor
Practical class
PPT
38
40
42
Develop a
product
strategy for
the industry
assigned.
Design a
market
survey for
the industry
assigned.
Analyze the
product life
cycle for the
industry
assigned
44
45
Case Study:
Double L
Company
Questions
from previous
QP
47
49
Develop a
strategy for
new and
existing
products in
your
industry.
List the
business
service
marketing
opportunitie
s in the
industry
assigned
5
5
5
29
30
31
5
32
Definition, Geographical Distribution
Size Characteristics, operating characteristics
Role of Sales Agent and their drawbacks,
choice of the right Distributors
Participation of other Channel Members in
Industrial Distribution
Practical class
PPT
PPT
PPT
51
52
54
PPT
56
What is the
role of the
distributors
in the
industry
assigned.
What are
the unique
characteristi
cs of a
distributor
for the
industry
assigned
5
5
6
6
6
6
6
6
33
34
35
36
37
38
39
40
Channel Logistics- Relationship of Logistics &
Physical Distribution,
PPT
Total Cost approach customer service,
assessing the customer service, Identifying the
cost centers
Price Determinants
Factors that Influence the Pricing Strategies
Practical class
PPT
Concept of learning curves
Types of Pricing Strategies
Competitive Bidding
Leasing
PPT
PPT
PPT
PPT
Practical class
Case Study:
Grey
Electronics,
Inc.
58
Questions
from previous
QP
59
PPT
PPT
61
63
Design the
logistics for
the industry
assigned.
What are
the price
determinant
s for the
industry
assigned
65
66
68
Questions
from previous
QP
70
What are
the
components
of the
learning
curve for
the industry
assigned.
Does the
industry
assigned has
a bidding
and leasing
option.
Explain.
7
7
7
7
41
42
43
44
Advertising in Industrial Markets, uses
Message Formulation, policies, media
Budgetary support
Evaluation of advertising- sales Promotion
Practical class
PPT
Case Study:
Lewiston –
Copeland
Company
72
PPT
PPT
PPT
73
76
78
Explain the
advertising
strategies
for the
industry
assigned.
What are
the
parameters
for
evaluating
affect of
advertising
in the
7
45
Use of Sales Promotion in Industrial Markets
PPT
7
46
Trade shows and exhibitions B2B Forms of ECommerce
PPT
Managing the Industrial Sales Force,
Organizing and controlling the industrial sales
force activity
Planning for the sales force Deployment
Practical class
PPT
Personal Selling: Selecting and Recruitment of
Industrial sales person, sales training
PPT
8
8
8
8
47
48
49
50
Directing, Motivating, Task Assignment,
industry
assigned.
Assignment
evaluation
Questions
from previous
QP
81
84
Assignment
evaluation
PPT
86
89
How useful
are trade
shows and
exhibitions
for the
industry
assigned?
Plan a sales
force
deployment
strategy for
the industry
assigned
PPT
Case Study:
Modern
Medical
Products
Company
92
95
8
8
51
52
Compensation
Measuring the Effectiveness of Sales Force.
Relationship Sales and Marketing, Four forms
of Seller Roles
PPT
PPT
Practical class
97
Questions
from previous
QP
100
What type
of training
would you
design for
the sales
persons in
your
assigned
industry.
How do you
the
effectivenes
s of sales
force for the
industry
assigned
Evaluation Techniques
Different groups will be formed. Each group will be asked to analyze the impact of government policies on a particular industry. The
groups will be evaluated based on quality of data collected, depth of analysis, examples implying the impact of policies and suggesting
changes in the policies.
Table – 2
A.
Mod No
Sl.No.
All
1
All
2
All
3
All
4
All
5
All
6
References & Additional Readings
Particulars
Title: Industrial Marketing
Author: Robert R. Reeder & Reeder
Publication: PHI
Title: Business Marketing Management
Author: Michael D. Hutt, Thomas W. Speh
Publication: Cengage Learning
Edition: 10, 2012
Title: Industrial Marketing
Author: Krishna Havaldar
Publication: TMH
Edition: 3, 2011
Title: Business to Business Marketing
Author: Vitale & Giglierano
Publication: Cengage Learning
Edition: 1
Title: Business Marketing: Connecting Strategy,Relationships
and Learning
Author: Robert Dwyer, John F. Tanner Jr.
Publication: TMH
Edition: 4, 2006
Title: Business Marketing
Author: Frank G. Bingham Jr., et al
All
7
All
8
Publication: TMH
Edition: 3, 2005
Title: Industrial Marketing
Author: Prof. P. K. Ghosh
Publication: Oxford
Title: Industrial Marketing
Author: Mukherjee H. S
Publication: Excel Books
Edition: ---
Table – 6: (IA Pattern)
Test Marks
Presentations
Assignments
60%
20%
20%


For Internal Evaluation T1 marks and the best out of remaining two will be considered.
1st Test is mandatory.
Question Bank:-

3 Marks Questions:
1. Write a note on Joint demand.
2. Write briefly about cross-elasticity of demand.
3. What are the three groups to which industrial customers can be grouped?
4. What are the broad classifications of industrial products?
5. Write a note on characteristics of industrial purchasing.
6. Write a note on characteristics of purchasing in the resellers market.
7. Explain how anticipatory government action help.
8. How does influencing government action help industrial market?
9. What are the three buying situations according to Buygrid model?
10. Name the different phases in purchasing decision process.
11. What is a buying center?
12. Explain the categorical method of evaluating supplier performance.
13. Explain the weighed-point method of evaluating supplier performance.
14. What are the differences between industrial and consumer marketing research?
15. What are the benefits of marketing segmentation?
16. What are the requirements for effective market segmentation?
17. What are the industrial characteristics in market segmentation?
18. Whiteria; at is Decision support system and what is it’s use in market segmentation?
19. What are the six categories of a new product?
20. What is the relationship between physical distribution and marketing strategy?
21. Compare and contrast warehouse
22. Mention the methods available for optimizing inventory.
23. What is the importance of identifying buying center members in industrial selling environment?
24. What is the importance of developing and maintaining customer rapport?
 5 Marks short notes:
Input suppliers; Distributors; Facilitators and competitors in industrial environment; public interest groups; economic influencers;
ecological influencers; physical environment influencers; cultural influencers; technological influencers; demographic influencers;
political and legal influencers; Government agencies and legislators; independent strategies; co-operative strategies; strategic
maneuvering for managing industrial marketing environment; creeping commitment; decision making process; center of gravity in
decision making process; material requirements planning; Just-in-time purchasing; centralized purchasing; coalition as a tool for
conflict resolution; monitoring external environment; differential advantage analysis; internal company analysis; exponential
smoothing; linear regression; choosing x variables; using log variables; correlation analysis; standard error; auto correlation; nonlinearity; macro variables in market segmentation; purchasing situation/phase; customer experience; customer interaction needs;
customer benefits; product innovation; inventory requirements; purchase policies; purchasing criteria; structure of buying center;
undifferentiated market selection; differentiated market selection; concentrated market selection; niche marketing; Idea generation;
idea screening; idea evaluation; preliminary business analysis; determining customer service levels; the competitive environment;
assessing and optimizing customer service requirements; customer service audits; the impact of logistical service as channel members;
abc analysis; determining inventory levels; the eoq model; fixed-order quantity model; sales force automation; return on time invested;
sales resources planning grid; route analysis; management by exception; control charts; direct mail; telemarketing; use of publicity in
the industrial market; advertising objectives; media selection; evaluating the advertising plan; integrated promotion plan; customer
demand as a factor influencing pricing strategy; competition as a factor influencing pricing strategy; cost & profit relationship; cost
analysis; cost behavior over time; the learning curve; market skimming strategy; market penetration strategy; discount pricing;
geographical pricing; pricing & profits; return-on-investment pricing; learning curve effect on price analysis; expected payoff
analysis; leasing; dyadic interaction;

7 Marks Questions:
1.
2.
3.
4.
5.
6.
7.
8.
Explain the importance of government agencies as industrial customers.
Explain the impact of materials and parts on industrial products.
Explain the impact of capital items on industrial products.
Explain the impact of supplies & services on industrial products.
Write a note on value analysis as one of the attributes of purchasing in commercial enterprise.
Write a note about identifying buying center members.
What are the primary and secondary roles in buying centers?
What is Sheth model of industrial buying behavior?
9. Explain the conflict-resolution strategies.
10. What is the importance of power in conflict-resolution?
11. How is the supplier choice done and what is the qualifying process?
12. What is the cost ratio method of performance evaluation?
13. Write a note on functional conflict.
14. What is organizational designing for competitive advantage?
15. How to do opportunity and threat analysis?
16. How are marketing strategies formulated?
17. What are unstructured and structured surveys?
18. What are the organizational characteristics in market segmentation?
19. What are the individual variables in market segmentation?
20. What are the ways of evaluating potential segments?
21. What are the characteristics of an industrial product?
22. What are the features of industrial project management?
23. What are the sources of new products?
24. What is the relationship of innovation to productivity and competitiveness?
25. What are the various transport means available?
26. What are the criteria for selecting the mode of transportation?
27. Explain the importance of warehouse site location?
28. How is work load analysis done? What is its importance?
29. What are the special needs when organizing sales force to serve national accounts?
30. What is management by objectives? How to make it work?
31. Write the methods for direct marketing?
32. How can sales promotion be used in industrial market?
33. How is appropriating of advertising fund done?
34. Write briefly about developing message strategy.
35. Explain in detail the criteria for developing the media plan.
36. What are the options for pricing strategies for new product introduction?
37. What should be the pricing strategy for various stages of product life cycle?
 10 Marks Questions :
1. Write in detail about resellers market.
2. Explain the importance of commercial enterprises as a industrial customer.
3. What are the characteristics of purchasing in commercial enterprises?
4. What are the characteristics of purchasing in government units?
5. Explain in detail the interface level of the industrial marketing environment.
6. Explain in detail the macro-environment level of the industrial marketing environment.
7. Explain tin detail the role of government’s influence in industrial marketing environment.
8. Explain the strategies available for managing industrial marketing environment.
9. Write a note on buygrid model.
10. Explain the three buying situations according to buygrid model.
11. Explain the different phases in purchasing decision process.
12. Write in detail the important phases that effect marketing strategy for modified rebuy situation.
13. Explain the Mattson model for determining the composition of the organizational buying center.
14. What are the task oriented objectives in organizational buying?
15. What is the importance of product analysis for identifying information needs of key influencers?
16. Explain the company specific factors & product-specific factors of Sheth model.
17. Explain the two significant factors as indicated in Sheth model for the difference in psychological factor influencing individual
decision making.
18. Explain McKinsey’s 7-s framework.
19. Explain portfolio analysis.
20. What is marketing’s role in the strategic planning process?
21. Write in detail about developing marketing strayegy.
22. What is the role of marketing research in strategic decision making?
23. Explain the various secondary data sources available for marketing research.
24. What are the characteristics of surveying customers, experts and groups?
25. Write a note on micro variables in market segmentation.
26. Explain the various organizational variables in market segmentation.
27. Explain the market situation variables in market segmentation.
28. Write a note on target marketing.
29. Write a note on product positioning.
30. Explain the product-life-cycle strategies.
31. Explain the product strategies for established products.
32. What are the characteristics of product revitalization decisions?
33. What are the unique characteristics of system marketing?
34. Write in detail the problems & strategies of professional service marketing.
35. What are the essentials of organizing for effective product development?
36. What are the organizational alternatives for new product development?
37. Write in detail the new product development process.
38. What is the total-cost approach to physical distribution system?
39. Write in detail the importance of transportation as a cost center.
40. Justify importance of warehousing as a cost center.
41. Inventory can be optimized. Justify.
42. What is the importance of sales person in actualizing the marketing concept?
43. What are the steps involved in making a sales presentation?
44. How is the planning for sales force deployment done?
45. Explain the method available for estimating company sales potential.
46. Explain the process of assigning the sales force to territories.
47. Explain the different objectives of advertising in the industrial market.
48. Explain in detail the various industrial advertising media.
49. Explain the factors that influence the pricing strategy.
50. Explain the pricing strategies.
51. Explain the pricing policies.
52. Explain the break-even analysis.
53. Explain competitive bidding.
54. Explain price negotiations