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BMB MK 05 • Marketing Elective

B2B Marketing

▶ Start Reading Unit 1 ← Back to Semester 4 Hub

UNIT 1

Introduction to B2B Marketing

6 In-Depth Syllabus Topics

6 Topics ▼

1. Concept of Business Marketing and Business Market Customers

AKTU MBA Notes • Marketing Elective

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2. Market Structure and Business Environment

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3. Characteristics of Business Marketing

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4. Strategic Role of Marketing in Business Context

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5. Types of Commercial Enterprises

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6. Commercial and Institutional Customers (Case Studies)

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UNIT 2

Organizational Buying and Buyer Behaviour

5 In-Depth Syllabus Topics

5 Topics ▼

1. Organizational Buyers' Decision Process: Stepwise Model & Process Flow Model

AKTU MBA Notes • Marketing Elective

Syllabus Topic →

2. Characteristics of Business Markets

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3. Government as a Customer

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4. Commercial Enterprises within Business Markets

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5. Commercial and Institutional Customers' Roles and Buying Behavior (Case Studies)

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UNIT 3

B2B Marketing Strategy

6 In-Depth Syllabus Topics

6 Topics ▼

1. Strategy Making and Strategy Management in B2B

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2. Industrial Product Strategy

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3. Managing Products and Services for Business Markets

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4. Managing Business Market Channels

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5. Strategic Tools: Growth-Share Matrix, Multifactor Portfolio Matrix & Balanced Scorecard

AKTU MBA Notes • Marketing Elective

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6. Case Studies in B2B Strategy

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UNIT 4

Segmentation, Targeting & Positioning in B2B Markets

6 In-Depth Syllabus Topics

6 Topics ▼

1. Market Segmentation in B2B Context & Basic Framework of Segmentation

AKTU MBA Notes • Marketing Elective

Syllabus Topic →

2. Selecting Target Segments & Positioning Strategies in B2B

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3. Pricing Strategies in Business Markets

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4. B2B Advertising Techniques

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5. Competitive Bidding Process

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6. Relationship Marketing and CRM in B2B (Case Studies)

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UNIT 5

Business Marketing Communication and Channels

7 In-Depth Syllabus Topics

7 Topics ▼

1. B2B Advertising Channels and Communication Strategies

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Syllabus Topic →

2. Digital Marketing in B2B

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3. Trade Shows, Exhibitions, and Business Meets

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4. Sales Force Management and Deployment Analysis

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5. Business Marketing Channels and Participants

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6. Channel Design and Management Decisions

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7. B2B Logistics Management (Case Studies)

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BMB MK 05 B2B Marketing – AKTU MBA Notes

B2B Marketing

Introduction to B2B Marketing

Organizational Buying and Buyer Behaviour

B2B Marketing Strategy

Segmentation, Targeting & Positioning in B2B Markets

Business Marketing Communication and Channels