Meaning and Scope of Business Marketing, Characteristics of Business Markets, Differences between Business and Consumer Marketing, Environment of Business Marketing.

Business-to-Business Marketing Strategy Planning Process, Sustaining Customer Relationships, Assessing Market opportunities, Business Market Segmentation and Positioning.

Managing Product innovation, Business–to-Business Product Decisions, Pricing objectives and methods for Business Markets. Industrial market segmentation, bases for segmenting industrial market-macro and micro variables. Targeting the industrial product, positioning the industrial product. Industrial product life cycle, product mix, Service component—The provision of parts, technical assistance, terms of sales.

Advertising and Sales Promotion, The promotional component, advertising functions- establishing recognition, supporting and motivating salesmen and distributors measurement of advertising effectiveness. Personal selling-Personnel profiles selection and training, supervisions compensation sales promotion and public relations-Trade shows and exhibits, promotional novelties, Managing the Personal Selling Function, Trade Fairs and Exhibitions, B2B forms of e-commerce.

Channel Strategy, Dealer Evaluation, Formulating Channel Strategy, Physical Distribution and Customer Service, The distribution channel component—Industrial distributors, Formulation of channel strategy-conditions influencing channel structure. Brief introduction to Marketing Logistics. The price component-conditions affecting price competition, cost factor, the nature of demand, pricing policies.

*Case studies related to entire topics are to be taught.