1> Marketing Mgmt / 11 th edition /Pearson/ Philip Kotler 2> Industrial Marketing / 4th edition/ AITBS Delhi/ Richard Hill & Alexander 3> Industrial Marketing / OUP/ PK Ghosh.
Operational Effectiveness & Strategy 1> Strategic Group – Firms pursuing the same strategy directed to the same target mkt 2> Diff b/w Opr. Eff & Strategy (Porter) Strategy – Creation of a unique & valuable position involving diff. set of activities. - Perf diff activities from rivals or performs similar activities in diff. ways Strategic Marketing Alliances ======================= Reasons 1> Fill gaps in current market & tech 2> Utilizing Excess manufacturing capacity 3> Reduce risk & entry costs into new markets 4> Accelarae product introductions 5> Economies of scale 6> Overcome leage & trade barriers 7> Extend scope of existing operations 8> Cut exit costs when divesting operations. 4 categories ========== A> Product or service alliances B> Promotional alliances C> Logistics Alliances D> Pricing collaborations
Purchasing Roles of people involved in a buying decision 1> Initiator 2> Influencer 3> Decider 4> Buyer
Buying process Traditional buying process 1> Problem Recognition - need 2> Info search (total set, awareness set, consideration set, choice set, decision) 3> Evaluation of alternatives – product attributes 4> Purchase decision 5> Post purchase behavior – satisfaction/ dissatisfaction Customer activitiy cycle model (Prof. Sandra vandermerve) ===================================== Pre – deciding what to do During – doing it Post – keep it going Health model 1> 2> 3> 4> 5> Pre contemplation Contemplation Preparation - commitment Action Maintenance
Organisational buying – A decision making process by which formal organizations establish the need for purchases products and services and identify, evaluate and choose among alternative brands and suppliers. Business markets vs consumer markets A. Fewer buyers B. Larger buyers C. Close supplier – customer relationships D. Geog. Concentrated buyers E. Derived demand F. Inelastic demand G. Fluctuating demand H. Professional purchasing I. Several buying influences J. Multiple sales calls K. Direct purchasing L. Reciprocity M. Leasing