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B2B-B2C Dichotomy Customer Value Proposition B2B Market

This document outlines 10 modules that cover key topics in business-to-business marketing such as organizational buying behavior, relationship building, product management, services, channels, branding, personal selling, pricing, and more. It discusses frameworks for segmenting purchase decisions, the range of relationship types, disruptive innovation stages, service attributes and gaps, channel design options, components of an integrated marketing communications strategy, relationship life cycle stages in key account management, and value-based pricing strategies.

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DilshadJamil
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46 views3 pages

B2B-B2C Dichotomy Customer Value Proposition B2B Market

This document outlines 10 modules that cover key topics in business-to-business marketing such as organizational buying behavior, relationship building, product management, services, channels, branding, personal selling, pricing, and more. It discusses frameworks for segmenting purchase decisions, the range of relationship types, disruptive innovation stages, service attributes and gaps, channel design options, components of an integrated marketing communications strategy, relationship life cycle stages in key account management, and value-based pricing strategies.

Uploaded by

DilshadJamil
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLSX, PDF, TXT or read online on Scribd
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B2B - module1

B2B-B2C dichotomy
Customer Value Proposition
B2B Market
B2B - module2

Organisational Buying Behaviour


Segmenting Purchase Decisions
Buygrid Framework
Group Forces
Marketing to DMU
B2B - module3

Relationships & networks


Types of Relationships : core elements
Range of Relationships
Potential of Value Drivers

The Whale Curve: crm


B2B - module4

Segmentation, Targeting & Positioning


Repositioning
B2B - module5

Product Management
B2B Product Offerings
Disruptive Innovation
Stages of NPD
B2B - module6
Services for Business Markets
SOLUTION-CENTREDPERSPECTIVE
SERVICEATTRIBUTES
THEGAPS
SERVICEFAILURE/RECOVERY
B2B - module7
CHANNEL MANAGEMENT
Direct Channels / INDIRECT CHANNEL
Channel Design

Evaluation of Performance
Channel Conflicts
B2B - module8
IMC
CUSTOMER BASED BRAND EQUITY
RELATED CONSTRUCTS/BRAND CONSTRUCTS
IMC STRATEGY
COMMUNICATION MIX
ADVERTISING
B2B - module9
Personal Selling
Key Account Management
VALUE BUYING
Relationship Life Cycle Stages
EVOLUTION OF KAM
B2B - module10
PRICING
CUSTOMER VALUE
VALUE BASED STRATEGIES
3Cs of Pricing
3Cs of Pricing

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