Maturation-dependent behavioral deficits and cell injury in developing animals during thesubacute postictal period

Cover......Page 1
Business-to-Business Marketing......Page 2
Contents......Page 8
Preface......Page 14
 Introduction......Page 16
 What is the business-to-business market?......Page 17
 Why business-to-business marketing?......Page 20
 Marketing definitions......Page 21
 Growth of business-to-business markets......Page 24
 Harmonisation of laws in business markets......Page 30
 Barriers to trade......Page 35
 Economic systems......Page 39
 Market classification......Page 47
 Global markets for industrial goods and services......Page 48
 Marketing trading types......Page 50
 B2B trading forms: organisational types......Page 55
 B2B selling in the not-for-profit sector......Page 66
 The need to understand the behaviour oforganisations......Page 68
 Discussion questions......Page 70
 Bibliography......Page 71
 Introduction......Page 73
 Wider environmental forces......Page 74
 Competitive influences......Page 88
 Customers and markets......Page 96
 Demand and supply in the economy......Page 100
 Derived demand......Page 101
 Other demand categories......Page 103
 Trends and shifts in demand......Page 105
 Measuring the level of demand......Page 108
 Demand potential and analysis......Page 109
 Market potential......Page 110
 Industry and market life cycles......Page 112
 Summary......Page 113
 Discussion questions......Page 114
 Bibliography......Page 115
 Introduction......Page 116
 Information is power......Page 117
 Information-gathering process......Page 123
 Marketing information system......Page 124
 The MkIS process......Page 125
 Clear marketing objectives......Page 133
 Secondary research (desk research)......Page 134
 B2B primary research......Page 142
 B2B research in international markets......Page 154
 Strategic concerns with marketing research......Page 156
 Forecasting in B2B marketing......Page 157
 Discussion questions......Page 158
 Bibliography......Page 159
 Introduction......Page 160
 Ethics in business......Page 161
 Choosing a supplier......Page 164
 The decision-making unit (DMU)......Page 166
 The B2B decision-making process (DMP)......Page 171
 The buying decision difficulty (BDD)......Page 176
 Why segment business markets?......Page 180
 Information, marketing research and segmentation......Page 181
 Viability of segmentation......Page 183
 Macro segmentation......Page 188
 Micro segmentation......Page 197
 Changing importance of segmentation factors......Page 205
 Identify the basis for market segmentation......Page 207
 Determine the important characteristics ofeach segment......Page 208
 Evaluate the market attractiveness of each segment......Page 209
 Segment selection......Page 211
 B2B corporate/product positioning......Page 213
 Develop a marketing mix strategy for eachtargeted segment......Page 215
 Summary......Page 216
 Bibliography......Page 217
 Introduction......Page 219
 B2B product definition......Page 220
 Major product/service categories......Page 221
 Other B2B product categories......Page 228
 Importance of product/service purchase tobuying company......Page 232
 Market research......Page 237
 Basic Benefits demanded in B2C and B2B markets......Page 240
 The value added process......Page 241
 Unique Selling Proposition (USP)......Page 244
 New Product Development in B2B marketing......Page 246
 What is a brand?......Page 252
 Corporate and product branding strategies......Page 254
 Advantages associated with branding......Page 257
 Packaging......Page 260
 Summary......Page 264
 Discussion questions......Page 265
 Bibliography......Page 266
 Introduction......Page 268
 Channels of distribution in B2B markets......Page 269
 Direct channels of distribution......Page 270
 Methods used in direct channels of distribution......Page 273
 Indirect B2B channels of distribution......Page 276
 Disintermediation......Page 281
 The internet in the supply chain......Page 282
 Combination of direct and indirect distribution......Page 283
 Strategic channel selection......Page 285
 Strategic channel selection factors......Page 288
 B2B supply chain structures......Page 290
 The value chain......Page 295
 Outsourcing......Page 304
 Leasing......Page 307
 Other business relationship forms......Page 308
 B2B physical distribution......Page 311
 Other transport issues......Page 325
 Summary......Page 327
 Discussion questions......Page 328
 Bibliography......Page 329
 Introduction......Page 331
 The business-to-business pricing process......Page 332
 Price and the B2B marketing mix......Page 333
 Price objectives and strategies......Page 341
 Costs......Page 351
 Customers and prices......Page 356
 Market structures and price......Page 358
 Price and levels of demand......Page 360
 Price and role of legislation in B2B markets......Page 361
 Price and the concept of elasticity......Page 363
 Price negotiation......Page 364
 The internet and its effect on pricing......Page 366
 Price and global markets......Page 368
 Strategic and tactical methods for determining price......Page 369
 Tactical or secondary pricing methods......Page 371
 Summary......Page 375
 Bibliography......Page 376
 Introduction......Page 378
 Corporate and marketing communications......Page 381
 Internal marketing communications......Page 387
 Marketing, communications and corporate brand......Page 390
 Marketing communication strategies......Page 391
 Communication and promotional methods......Page 393
 Advertising......Page 397
 Point-of-purchase and merchandising in B2B......Page 411
 Public relations and publicity......Page 414
 Differences in personal selling in B2B andB2C markets......Page 418
 Managing the sales force......Page 423
 Personal selling and other elements of thecommunication mix......Page 426
 Marketing communications and promotionalcampaigns......Page 427
 Summary......Page 435
 Bibliography......Page 436
 Introduction......Page 438
 Importance of strategic thinking......Page 439
 Involvement of managers and all company functions......Page 443
 Levels of strategic decision making......Page 446
 CRM and customer retention schemes......Page 448
 Assessing competitive advantage......Page 451
 Strategic role of marketing......Page 453
 The B2B marketing planning process......Page 454
 Strategic situation analysis: Where are we now?......Page 455
 Strategic choice: Where do we want to go?......Page 464
 Strategic implementation: How are we going toget there?......Page 477
 Summary......Page 484
 Discussion questions......Page 485
 Bibliography......Page 486
 Future of national and international B2B marketing......Page 488
 Business strengths......Page 489
 Market challenges and future of global andbusiness markets......Page 492
 Environmental concerns......Page 493
 Business-to-business and new technology......Page 496
 Internet uses in both B2B and B2C markets......Page 501
 Strategic options on internet applications......Page 506
 Summary......Page 509
 Bibliography......Page 510
Index......Page 512