Předmět Business-to-Business Marketing (MUMM / PPMAE)

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Materiál	Typ	Datum	Počet stažení

Obsah

Introduction to Business-to-Business Marketing- Marketing fundamentals in business-to-business markets- Further differences between business and consumer markets and their marketing- Industry and main factors which determine industrial structureClassifying the Business-to-Business Market Environment- Publics (Financial publics, Independent press, Public interest groups)- The macroenvironment (The demographic environment, The economic environment, The sociocultural environment, The natural environment)- The legal and political environmentOrganizational Buying and Buyer Behaviour- Organizational buyers´ decision process - a stepwise model- Organizational buyers´ decision process - a process flow model- Influences that shape the buying decision processClassifying Consumer and Industrial Goods- Types of consumer goods and industrial goods- The product life cycle and life stages of offerings- The role of marketing in the product development process- Reducing the risk of new product failures- Make-or-buy decisionsBusiness-to-Business Selling: Developing and Managing the Customer Relationship- The nature of sales and sellers- Characteristics of business-to-business selling- The role of sales in a modern organization- The mutual needs of buyer and sellerChannel Relationships on B2B markets- Marketing channels deliver value- Business logistics management- Channel design- Distribution and product life cycleCommunication and Publicity/Advertising on B2B markets- The elements of the promotion mix- Promotional methods in business-to-business marketing- Public relations, trade shows, conferences and corporate positioning- Internet and web communications in business-to-business marketing- Promotion and the impact of trends in business-to-business marketsNew Marketing Trends in Business-to-Business Markets- Electronic marketing forms (internet marketing, e-mail marketing, database marketing)- Relationship marketing- Another new marketing conceptionsMarketing in Barum Continental Company

Získané způsobilosti

The student has knowledge about B2B marketing specifics and about marketing mix application on B2B markets.

Literatura

GIGLIERANO, Vitale. Analysis and Practise in a Dynamic Environment. Mason : Thomson Learning, 2002. ISBN 0-324-07296-1.PILÍK, M. Business-to-Business Marketing. Zlín: Univerzita Tomáše Bati ve Zlíně,, 2006. ISBN 80-7318-452-4.GIGLIERANO, Vitale. Business-to-Business Marketing: Analysis and Practise in a Dynamic Environment. Mason : Thomson Learning, 2002. ISBN 0-324-07296-1.REEDER, Robert R. Industrial Marketing - Analysis, Planning and Control. London : Prentice-Hall International, 1991. ISBN 0-13-457482-6.Kotler, Philip. Marketing management : analýza, plánování, realizace a kontrola. Praha : Victoria Publishing, 1992. ISBN 8085605082.Kotler, Philip. Marketing od A do Z : osmdesát pojmů, které by měl znát každý manažer. Vyd. 1. Praha : Management Press, 2003. ISBN 8072610821.Pilík, Michal. Průmyslový marketing. 1. vyd. Zlín : Univerzita Tomáše Bati, 2005. ISBN 8073183676.http://www.fool.com/research/2000/foolsden000825.htmPERREAULT, W. D. JR. and MCCARTHY, E. J. Basic Marketing: A Global - Managerial Approach. New York : McGraw hill, 2003. ISBN 0-07-240947-9.PERREAULT, William D.; McCARTHY, Jerome E. Basic Marketing: A Global Managerial Approach. New York : McGraw-Hill, 2002. ISBN 0-07-240947-9.Business-to-business marketing : strategies and implementation. New York : Palgrave, 2003. ISBN 033392195X.Kotler, Philip. Marketing. Praha : Grada, 2004. ISBN 80-247-0513-3.

Požadavky

Způsob zakončení předmětu - zkouškaRequirements for credit - development seminar work according to the teacher, 80% active participation in seminars Requirements for the exam - written test, must be written to at least 60 %, followed by oral examination in the range of knowledge of lectures and seminars

Garant

doc. Ing. Michal Pilík, Ph.D.

Vyučující

doc. Ing. Michal Pilík, Ph.D.