B2B Marketing
Profs. M Sarvary & D Weinstein
 What makes B2B marketing different?
 Customers are organizations
 They seek functional as well as process and relationship benefits
 Decision making process is complex and considers high risk and large transactions
 Markets include competitive alliances and joint ventures
Implementation requires strong inter-functional coordination
 Course overview
 Review of traditional marketing topics in the business marketing environment:
• Customer behaviour: industrial decision making process
• Segmentation, Positioning, Targeting
• Pricing
• Strategic Account Management
• Industrial Branding
• Partnerships, Alliances, Negotiation
• Conflict in industrial channels of distribution
 Course format
 INDUSTRAT simulation. Lectures and cases (www.industrat.com)
 Target audience
 All students who will work for or advise firms selling to organizations.
Marketing Area, INSEAD