Business to Business Marketing Management: A Global Perspective

453 Pages·2017·7.05 MB·English

by  Alan S. Zimmerman, Jim Blythe

Business to Business Marketing Management
Business to busi ness markets are consid er ably more chall en ging than consumer markets and as such
demand a more specific skill set from marketers. Buyers, with a respons ib il ity to their company and
speciali st product know ledge, are more demand ing than the average consumer. Given that the products
them selves may be highly complex, this often requires a sophi st ic ated buyer to unders tand them.
Increasingly, B2B relat ion ships are conduc ted within a global context. However all textb ooks are
region-specific despite this growing move towards global busi ness rela tion ships – except this one. This
text book takes a global view point, with the help of an inter na tional author team and cases from across
the globe. Other unique features of this insightf ul study include:
• placem ent of B2B in a strat egic marketi ng setting;
• full discus sion of strategy in a global setting includi ng hyper com pet i tion;
• full chapter on ethics and CSR early in the text; and
• detailed review of global B2B services marketi ng, trade shows, and market research.
This new edition has been fully revised and updated with a full set of brand new case studies and
features expan ded sections on digital issues, CRM, and social media as well as personal selling. More
selecti ve, shorter, and easier to read than other B2B text books, this is ideal for introd uc tion to B2B and
shorter courses. Yet, it is compre hens ive enough to cover all the aspects of B2B market ing any marketer
needs, be they students or pract i tion ers looking to improve their knowl edge.
Alan Zimmerman is Professor and Area Co-ordinator for the International Business (IB) program at
the College of Staten Island, City University of New York, USA.
Jim Blythe is a former Visiting Professor of Marketing at Plymouth Business School, UK
‘The new edition of Business to Business Marketing Management looks at the business-to-business
aspects of marketing in a broad contemporary context grounding our understanding of industrial
marketing as it relates to ethics and organizing for effectiveness. Practical, real world and contemporary
examples are illustrated throughout using talking points and cases which support the application of
theory in practice and effective usage of the text in a classroom environment.’
Conor Horan, Senior Lecturer in Marketing, Dublin Institute of Technology, Dublin, Ireland
‘This book is comprehensive in its coverage, well organised and easy to read. The range of up-to-date
talking points, examples and case studies demonstrate the application of theory in real life B2B context.’
Sheena Leek, Birmingham Business School, UK
Business to Business
Marketing Management
A Global Perspect ive
Third Edition
Alan Zimmerman and Jim Blythe
Third edition published 2018
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
711 Third Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa busin ess
© 2018 Alan Zimmerman and Jim Blythe
The right of Alan Zimmerman and Jim Blythe to be ident i fied as authors of this
work has been asser ted by them in accorda nce with sections 77 and 78 of the
Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprint ed or repro duced or
utili sed in any form or by any elect ronic, mecha n ical, or other means, now
known or here after invent ed, includi ng photo copy ing and recordi ng, or in any
inform a tion storage or retrieval system, without permiss ion in writing from
the publishe rs.
Trademark notice: Product or corpora te names may be tradem arks or registered
trade marks, and are used only for ident i fic a tion and explana tion without intent to
infringe.
[First edition published by Thomson Learning 2014]
British Library Cataloguing in Publication Data
A cata logue record for this book is availa ble from the British Library
Library of Congress Cataloging in Publication Data
Names: Zimmerman, Alan S., 1942- author. | Blythe, Jim, author.
Title: Business to business marketing management : a global perspective / Alan
Zimmerman and Jim Blythe.
Description: Abingdon, Oxon ; New York, NY : Routledge, 2017. | Includes
bibliographical references and index. |
Identifiers: LCCN 2017005845 (print) | LCCN 2017022850 (ebook) |
ISBN 9781315564098 (eBook) | ISBN 9781138680753 (hbk. : alk. paper) |
ISBN 9781138680760 (pbk. : alk. paper)
Subjects: LCSH: Marketing–Management.
Classification: LCC HF5415.13 (ebook) | LCC HF5415.13 .B565 2017 (print) |
DDC 658.8/04—dc23
LC record available at https://lccn.loc.gov/2017005845
ISBN: 978-1-138-68075-3 (hbk)
ISBN: 978-1-138-68076-0 (pbk)
ISBN: 978-1-315-56409-8 (ebk)
Typeset in Times New Roman
by RefineCatch Limited, Bungay, Suffolk
Visit the compan ion website: www.routledge.com/cw/zimmerman
To my late parents, Alice and Roy Zimmerman, whose love of learni ng and
world view inspired my intell ec tual curi os ity. And to my brother, Steve, who
has been a lifelong source of support. And espe cially to my wife, Lori, for her
consist ent love and encour age ment as well as her endless supply of brownies for
quick energy.

Contents
List of figures ix
List of tables xi
Acknowledgments xiv
SECTION I
The busi ness market envir on ment 1
1 Introduction to busin ess to busi ness market ing 3
2 How busi ness organ iz a tions buy 18
3 Strategic plann ing for global busin ess markets 35
4 Ethical conside r a tions for busi ness marketers 58
SECTION II
Evaluating market oppor tun it ies 81
5 Market research 83
6 Segmentation, targeti ng, and posi tion ing 109
7 Market entry tactics 129
SECTION III
Formulating the market ing mix 153
8 Product strategy and product develo p ment 155
9 Services for busi ness markets 185
10 Pricing 207
11 Supply chain managem ent 228
12 Managing distrib u tion chann els 245
13 Business to busi ness market ing commun ic a tions 262
viii Contents
14 Customer relat ion ships and key-account managem ent 283
15 Sales promo tion, exhibi tions, and trade fairs 312
16 Public relat ions and corpor ate reput a tion managem ent 329
SECTION IV
Managing the market ing program 353
17 Marketing plann ing, implem ent a tion, and control 355
18 Organizing for maximum effecti ve ness 372
19 The future of busin ess market ing 393
Appendix A Foreign exchange 410
Appendix B Marketing plan 413
Appendix C Comprehensive case 415
Index 432
Figures
1.1 Allied Power adverti se ment 5
1.2 Conversion sequence 7
1.3 Transactions to make a hairdryer 7
2.1 Environmental influe nces on buyer behav ior 21
2.2 Organizational influe nces on buyer behav ior 22
2.3 The buygrid framew ork 28
3.1 Strategic plann ing process 37
3.2 Key goals of hyper com pet i tion 49
3.3 Market choice matrix 52
4.1 Firms’ ethical enviro n ments 59
4.2 Analyzing an ethical quest ion 73
5.1 Cost vs. speed in surveys 90
5.2 Development of market forec ast and sales forec ast 96
5.3 Sample research proposal 99
5.4 The benchm ark ing process 102
6.1 Segmentation/targeti ng/posi tion ing process 111
6.2 The nested approach to segmenta tion 117
6.3 Segment select ion process 120
6.4 The marketi ng machine 122
6.5 Perceptual map 123
7.1 Environmental factors 130
7.2 Product market expans ion guide 131
7.3 Foreign market entry conside r a tions 136
8.1 The total product 156
8.2 Trade-offs in launchi ng new products 157
8.3 Product lifec ycle 158
8.4 Product lifec ycle – example of iPhone in late 2008 161
8.5 Attribute analysis 165
8.6 New product funnel 168
8.7 The twin streams of develo p ment 169
8.8 Results of pirated product 173
8.9 Relative importa nce of the brand 176
9.1 The goods/services continuum 188
9.2 Interactive vs. invisi ble aspects of service 190
9.3 Flow chart of rental car process 195
10.1 Standard demand curve 208