BUSINESS TO BUSINESS MARKETING
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
The prerequisites for that course are :
– Marketing fundamentals (segmentation, mix marketing, …)
– Basis of marketing strategy
At the end of the course, the student should be able to:
– understand better the importance and the specifications of the B2B market
– consider how the B2B market (and thus B2B marketing) differs from the consumer market
– understand the industry network concept, the specification of the decision process in a B2B purchase.
– be able to define a mix marketing on a B2B offer
1. What is Mkg B2B ?
2. Diferent type of Mkg B2B
3. Why is Mkg B2B different from Mkg B2C ?
4. Importance of surveys in Mkg B2B : segmentation criteria, market quantification, …
5. Decision chains & Buying process
6. Professional buyers specifications
7. B2B Communication : some specific tools
8. The selling force misssion
