Documents GAMME DE PRODUITS 5 résultats

SOMMAIRE

List of Figures ix
List of Tables xii
List of Examples xiv
Acknowledgements xv

Introduction xvi

1 Competitiveness, Marketing and Business-to-Business Marketing 1
Competitiveness, Productivity and the Firm's Strategy 2
Competitiveness and Marketing 10
The Various Marketing Environments 13
Returning to the Notion of a Marketplace 23
References and Further Reading 25
Discussion Questions 26

2 Business-to-Business Customers and Markets 29
Market Definition: The Technology–Application Dilemma 30
Structures of the Demand Market 35
The Interaction Concept and its Consequences 36
The Impact of the Environment 42

Conclusion 56

Notes 57

References and Further Reading 57
Discussion Questions 57

PART I STRATEGY FOUNDATIONS

3 Understanding Business-to-Business Purchasing 61
Buying and Buyer Characteristics 62
Purchasing Strategies and the Consequences for Buyer–Supplier Relationships 72
The Supplier–Customer Relationship: The Risk Approach 79
References and Further Reading 93
Discussion Questions 94

4 Information and Information Systems 97
Marketing Information 98
Relevant Information Sources 101
Marketing Research 104
The Marketing Information System (MIS) 120
References and Further Reading 126

Discussion Questions 127

5 Markets and Suppliers' Strategy 129
Company Activity and Competitive Position 130
The General Model and the Definition of the Field of Reference 138
The Bases for Strategic Analysis 142
Methodology of the Strategic Choice 153
Links Between Company Strategic Choices and Marketing Strategy 158
References and Further Reading 164

Discussion Questions 164

6 Segmentation and Marketing Strategy 167
Market Segmentation: Some Introductory Elements 169
The Problem of Segmentation in the Business-to-Business World 171
Multistrat Segmentation: A System of Business-to-Business
Market Segmentation 178
Marketing Strategy: The Multistrat Model 187
References and Further Reading 196
Discussion Questions 196

PART II STRATEGY IMPLEMENTATION

7 Generic Business-to-Business Offer Design and Management 199
The Relationship Between Technology and the Offer 200
The Offer Process 203
Fixing the Price 217
Banalisation and Differentiation: Offer Dynamics 226
The Relative Perceived Quality as a Function of Synthesis 228
The Particular Case of Compatible Standards 231
References and Further Reading 232

Discussion Questions 233

8 Market Access and Customer Management 235
Indirect Means of Access to the Market 236
Logistics and Direct Market Access 241
The Composition and Management of a Company's Sales Force 242
The Choice of a Method of Market Access 248
The Special Case of Key Account Customers 253
The Sales Organisation of a Business-to-Business Company 255
Customer Portfolio Management 258
References and Further Reading 265

Discussion Questions 265

9 Communication and Publicity/Advertising 267
Communication Between Organisations 268
The Notion of Image 269
The Different Approaches to Interorganisational Communication 274
Designing a Communications Campaign 280
External and Internal Communication 286
Communication Management and the Role of External Service Providers 287
References and Further Reading 288

Discussion Questions 289

10 Marketing and Technological Innovation 291
The Company and Innovation 291
The Technological Innovation 296
Technological Innovation Projects and Marketing 308
References and Further Reading 320

Discussion Questions 321

11 The Marketing of Services 323
Definition of the Notion of Service and Service Specificities 323
Turning to a Service 327
Services Marketing 331
Quality and Customer Satisfaction 336
Conclusion 339
References and Further Reading 340

Discussion Questions 340

12 Major Project Marketing 343
Main Characteristics 343
The Marketing Phase in Project Industries 347
References and Further Reading 356

Discussion Questions 356

PART III STRATEGY DESIGN

13 The Role and Organisation of Marketing 359
Remarks and Issues 360
The Responsibilities of Marketing 363
The Organisation of the Marketing Function 365
A Few General Principles to Remember When Organising the Marketing Function 374
Conclusion 378
References and Further Reading 379

Discussion Questions 379

14 Customer Position, Market Position, Marketing Strategies
and Planning 381
A Conception of Strategy Design and Implementation 382
Marketing Strategies and Planning 388
The Formalisation of the Marketing Plan 402
Conclusion 405
References and Further Reading 405

Discussion Questions 406

15 Issues and Specificities of International Marketing 409
On the Diversity of International Markets 410
On Differences Owing to the Initial Situation of the Firm 416
International Market Segmentation 418
The International Management of Customers 421
The International Coverage of National Markets 426
The International Marketing Organisation 431

Conclusion 438

References and Further Reading 439
Discussion Questions 439

Annex: The Internet and Marketing – Some Ideas 441
New Information and Communications Systems 442
The Modifications to Supplier–Customer Relationships 444
E-Commerce: Access to the Market 449
The Internet Site as the Supplier–Customer Interface 455
References and Further Reading 458

Index 460