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B2B Marketing Profs. M Sarvary & D Weinstein

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

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B2B Marketing Profs. M Sarvary & D Weinstein

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  1. B2B MarketingProfs. 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.

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