Narmada College of Management, Bharuch, Gujarat, INDIA

OMK 401- At MBA Full Time Semester -IV

OMK 401- At MBA Evening Semester - IV

Industrial Marketing

Objectives:

The objective of this course is to lay a foundation for an understanding of the complex dimensions of the industrial marketing

Course Contents:

Nature and scope of Industrial Marketing, v/s Consumer marketing, System of Industrial marketing, Characteristics of industrial marketing, Specific problems of industrial marketing, customer relationship, Nature of demand in Industrial Markets derived demand, joined demand; Product Management; Concept of Industrial goods, Characteristics of industrial goods, Planning industrial products and services, Product Management, Product specification/quality, Segmenting, targeting and positioning of industrial products, Industrial Buying behaviour, Industrial Buying Process, Industrial Buying Behaviour models, Industrial customer, Industrial Product Pricing, Pricing new products, Price Determinants, Competitive bidding, Negotiations,; Purchasing : Concept, Selection and training of purchase personnel, Repetitive purchase, Progressing of supplies, Purchase records/ Purchase Accounting, Legal aspects of purchasing. Distribution and channel relationship, Logistics management, marketing research and market information system, industrial services, industrial marketing communication, industrial marketing strategy, planning and implementation Sales force management; Technology and Industrial Markets.

Suggested Readings :

Corey, E. Raymond. Industrial Marketing : Cases and Concepts . 3rd ed. Englewood Cliffs, New Jersey, Prentice Hall Inc. 1983.
Gross, A C. etc. Business Marketing. Boston, Houghton Mifflin, 1993.
Hill, Richard. Etc. Industrial Marketing. Homewood Illinois, Richard D. Irwin, 1975.
Reeder, Robert R. etc. Industrial Marketing : Analysis, Planning and Control, Englewood Cliffs, New Jersey Prentice Hall Inc. 1991.
Webster, F E. Industrial Marketing Strategy, 2nd ed. New York, John Wiley, 1979.