Industrial Marketing 1st Edition

Tiếp thị công nghiệp
Sách giáo khoa giới thiệu về tiếp thị công nghiệp và quản lý chuỗi cung ứng thảo luận về các sản phẩm công nghiệp và giá cả, cũng như các chủ đề chính như đồng tạo ra giá trị, dữ liệu lớn, đổi mới, thực hành xanh và CSR. Sách giáo khoa bao gồm: Triết lý tiếp thị trên thị trường công nghiệp Đặc điểm của thị trường công nghiệp Hỗn hợp tiếp thị và vòng đời sản phẩm Các vấn đề xung quanh phân phối và vận hành bao gồm việc tạo ra giá trị, các mối quan hệ kinh doanh và mạng lưới Nghiên cứu trường hợp và nghiên cứu trường hợp nhỏ (minh họa) Sách giáo khoa này phù hợp dành cho sinh viên theo học ngành tiếp thị công nghiệp và các khóa học liên quan khác ở cấp đại học và sau đại học. Thomas Fotiadis là Phó Giáo sư Tiếp thị và Trưởng phòng Thí nghiệm Tiếp thị tại Khoa Kỹ thuật Quản lý và Sản xuất, Trường Kỹ thuật tại Đại học Democritus Thrace, Hy Lạp. Adam Lindgreen là Giáo sư và Trưởng khoa Tiếp thị tại Trường Kinh doanh Copenhagen, Đan Mạch và là Giáo sư đặc biệt tại Viện Khoa học Kinh doanh Gordon của Đại học Pretoria, Nam Phi. George J. Siomkos là Giáo sư Tiếp thị tại Đại học Kinh tế & Kinh doanh Athens (AUEB), Giám đốc Chương trình Thạc sĩ Quản lý Dịch vụ và trước đây là Trưởng khoa Trường Kinh doanh, AUEB, Hy Lạp. Christina Öberg là Giáo sư tại Trung tâm Nghiên cứu Dịch vụ CTF, Đại học Karlstad và liên kết với Viện Tỷ lệ, Thụy Điển.  Dimitris Folinas là Giáo sư tại Khoa Quản lý Chuỗi Cung ứng tại Đại học Quốc tế Hellenic, Hy Lạp.

List of Case Studies and Vignettes
Online Resources
About the Authors
Acknowledgements
Roadmap
1 Applying Marketing Philosophies to Industrial Markets
Learning Objectives
Marketing
Looking Back…
Consumer and Industrial Marketing
Industrial Products: Approaches to Their Classification and Component Parts
Industrial Products
Industrial Component Materials and Parts
Classification Approaches
Classification of Industrial Products by Their Integration Level in the Final Product
Shapiro and Murphy & Enis Approaches to the Classification of Industrial Products
Strategic Implications Related to the Nature of Industrial Products
Industrial Buyers
Institutional Buyers
Governmental Buyers
2 Differentiation Characteristics of Industrial Markets
Learning Objectives
Specific Characteristics for Differentiating Industrial Markets
Derived Demand
Accelerator Effect
Market Concentration
International Character of Industrial Markets
Financial Products
Complexity of the Purchasing Process
Product Complexity
Departmental Interdependence
Number of Customers
Significance of the Customer
Relationships Between Buyers and Sellers
Reciprocity in the Relationship of Purchase and Sale Agreements
Demand: Axes, Dimensions, and Elasticity
Life Cycle of Industrial Products
Differences between Industrial and Consumer Marketing
3 Supply Chain Networks for Manufacturing Products
Learning Objectives
Introduction to Supply Chain Management
What Is Different in Industrial Supply Chains?
Logistics Chains and Supply Chains
Industrial Supply Chain: Key Decisions
Key Players
Strategies
4 Organizational Buying Process, Buying Relations, and Buying Behavior in Industrial Marketing
Learning Objectives
General Framework of Relationships Between Industrial Buyers and Industrial Sellers
Organizational Purchasing Processes
Framework for Establishing Relationships Between Industrial Buyers and Sellers
Determinants of Buyer Behavior in Industrial Marketing
Factors Determining Seller Behavior in Industrial Marketing
Relationship Between Industrial Buyers and Sellers as a Determinant of Purchase
Organizational Purchasing Behavior Models
The BUYGRID Model
The Anderson, Chu, and Weitz Model
The Webster and Wind Model: Factors That Influence the Organizational Process of Purchase Decisions
5 The Marketing Mix: Distributing Industrial Products
Learning Objectives
Distribution, Distribution Networks, and Competitive Advantage
Added Value
Relationships with Other Functions: Consequences of Distribution Planning
Push and Pull Strategies in Distribution
Basic Marketing Functions Fulfilled by Intermediaries
Types of Intermediaries in the Industrial Business Field
Agents/Representatives
Brokers
Industrial Wholesalers
Drop Shippers
Advantages and Disadvantages of Using Intermediaries
Types of Industrial Distribution Channels
Direct Distribution Channels
Indirect Distribution Channels
Multichannel and System Approaches
Activities in Indirect Channels
Industrial Electronic Distribution Networks
Key Points When Selling to Intermediaries
Distribution Channel Design
Identification of Customer Preferences
Demarcating Distribution Channel Goals
Factors Affecting Channel Design
Identification of Tasks Within the Distribution Channel
Identification and Evaluation of Alternative Channels
Distribution Channel Administration
Enrolling Intermediaries
Intermediary Training/Support
Evaluation of Intermediaries
Control in the Distribution Channel and Intra-Channel Conflict
Supplier and Intermediary Perspectives on Relationship Issues
Intermediary Perspective
Supplier Perspective
Distribution Efficiency
6 Supply Chain Transportation of Manufactured Products
Learning Objectives
Transportations of Goods
External Transportation Features
Physical Distribution of Manufactured Products: Challenges and Opportunities
Transportation Means and Systems
Means of Transportation
Transportation 4.0 and E-Fulfillment
Automatic Vehicle Location Identification
Vehicle Troubleshooting Identification
Autonomous Vehicle Navigation
Incoterms®: Standardizing Global Transportation Systems
7 The Marketing Mix: Promotion and Marketing Communication Channels for Industrial Products
Learning Objectives
Communication
Marketing Interactions in Industrial Business Environments
Communication Model
Marketing Communications Toolbox
Promotion Strategies
Personal Sales
Direct Marketing
Public Relations
Trade Fairs and Exhibitions
Advertising
Sales Promotion
Communication and Corporate Social Responsibility
Categories of Industrial Sellers
Motivation of Staff for Industrial Sales
The Process of Personal Selling
Determining the Number of Sales Personnel Required
Criteria for Organizing Sales Personnel in Industrial Enterprises
8 The Marketing Mix: Industrial Pricing
Learning Objectives
Price and Pricing
Determining the Price Level: Benefits and Sacrifices
Pricing Existing Industrial Products
Identification of Goals
Analyzing Demand
Cost Analysis
Competitive Analysis
Consequences for the Company’s Product Portfolio
Legal Considerations
Methods Used to Determine the Price Level
Calculating the Price Level According to Costs
Calculating the Price Level According to Demand
Calculating the Price Level According to Competition
Pricing for New Industrial Products
Managing and Adjusting to the Chosen Pricing Policy
Bidding Contests
Management Errors in Pricing in Industrial Enterprises
General Model of Price Determination for Technical Products
E-Industrial Marketing and Pricing Policies
Pricing Strategy and Online Business-to-Business Transactions
9 The Marketing Mix: The Industrial Product
Learning Objectives
The Industrial Product
Characteristics of Industrial Products and Offering Superior Value
Product Policy
Product Life Cycle
Importance of Using the Product Life Cycle Concept
Industrial Product Portfolio Analysis: The BCG Matrix
Product Development and Business Culture
Success Factors for a New Industrial Product
Reasons New Industrial Products Fail
Communication Between Marketing and R&D Departments
10 Warehousing in the Industrial Market
Learning Objectives
The Warehouse Is the Heart of Any Supply Chain System
Warehousing Manufactured Products
Receiving
Transfer and Put Away
Order Picking/Selection
Accumulation/Sorting
Cross-Docking
Shipping
Stock Inventory
Warehousing 4.0
Automation of Warehousing Processes
Robots and Cellular Transport Systems
Pick by Voice
Pick by Light
Pick by Vision
Embedded Systems
Drones
Information (Real-Time) Visibility
Auto-ID Technologies
Intelligent Sensors
Augmented Reality and Smart Glasses
Real-Time Location Systems
Big Data Analysis
Business Intelligence
Optimization of Resources
Artificial Intelligence
Simulation
Labor Management Systems
Interconnectivity of Resources
Internet-of-Things
Cloud Computing
Smartphones
11 Industrial Services
Learning Objectives
Introduction to Services
Distinction of Services from Material Goods
Special Features of Services
Intangibility
Inseparability
Perishability
Heterogeneity
A Wider Classification of Services
People Processing
Possession Processing
Mental Stimulus Processing
Information Processing
Adapting the Marketing Mix
Product
Price
Place or Distribution
Promotion or Marketing Communications
People
Process
Physical Evidence
Services in the Industrial Market Framework
12 Modern Trends and Developments in Industrial Marketing
Learning Objectives
Developments: Technology, Information, Databases, and Database Marketing
Technology
Information
Big Data, Databases, and Marketing
Contemporary Marketing Trends in Industrial Settings
Connected Customers and Digital Cultures
Promotional Channels, Digital Marketing, and Content Marketing
The Global Economy
Social Consciousness and Ethics
Green/Environmental/Sustainable Practices in Marketing
Social Marketing, Socially Responsible Marketing, Marketing Ethics, and Fair Trade
Impacts of Moral, Social, and Environmental Conscientiousness onB2B Practices
Systems Theory and Interfunctional Integration
Coopetition: Competition through Cooperation
Emotional Intelligence in Modern Industrial Marketing
13 Industrial Marketing in a High-Tech Context
Learning Objectives
Definition of High Technology and Determination through Knowledge Attributes
High Technology: Definitions and Features
Definition Based on Knowledge Attributes: Common Features of High-Tech Markets
Marketing Strategies for High-Tech Markets
Business Culture and Strategies for High-Technology Businesses
Strategic Challenges and Approaches
Strategic Recommendations to Avoid the Transformation of Core Benefits into Core Rigidities
Innovative Culture in High-Tech Enterprises
Composition of Strategic Approaches/Cultural Approaches
Bibliography
Index