Subject: FT - 405MMAJ INDUSTRIAL MARKETING

Course Objectives:

The objective of this course is to expose the student to various aspects of Industrial Marketing and develop abilities in Industrial marketing.

Examination Scheme

The faculty member will reward internal marks out of 40 based on three assessments of 20 marks each of which best two will be considered. The end semester examination will be worth 60 marks having theory and cases/practical problems.

Course Contents:

1. The nature and concepts of Industrial Marketing, Industrial vs Consumer marketing, economics of industrial demand, Resellers marketing.
2. Understanding Industrial Marketing, Organizational Customers, Governmental agencies, Institutions, Classifying Industrial Products, Characteristics of organizational procurement.
3. Industrial Marketing Environment, Strategies for Managing the Industrial Marketing Environment.
4. Organizational Buying and Buyer Behaviour: Concepts and Models of Organizational Buying Behaviour.
5. Interpersonal dynamics of Industrial Buying Behaviour. Buying center involvement and interaction patterns, joint decision-making, conflict and resolution in joint decision-making, the buying committee, supplier choice and evaluation.
6. The strategic planning process in industrial marketing.
7. Industrial Market Segmentation, basis for Segmenting Industrial markets, Target Marketing and Positioning.
8. Formulating channel strategies: Marketing channel participants, Physical distribution and customer service, Formulating the marketing communication - Personal selling, Advertising, sales promotion and publicity.
9. Business Pricing: Price determinants, Pricing decisions.

Text Readings:

1. Robert R. Reeder, Edward G. Brierty, and Betty H. Reeder, "Industrial Marketing, Analysis, Planning and Control", New Delhi, Edward, PHI, 2^nd Edn.
2. Krishna K. Havldar, "Industrial Marketing", Tata McGraw Hill, Delhi.

Suggested Readings

1. Michael H. Morris - "Industrial and Organizational Marketing", New York, Macmillian, 2^nd Ed.