Module-3-Business Marketing-VTU Syllabus

8/20/2019 Module-3-Business Marketing-VTU Syllabus

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Module 3


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• Strategic planning in the industrialmarket

• Functional isolation

• Functional confict

– Alleviating confict

• Organizational design or inter-unctional

cooperation – Designing or competitive advantage

• Decision support systems


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• Mcinsey!s "-S rame#ork


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– Strategy$ An intellectual and socialprocess

• Strategy ormulation

• Strategy implementation


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• %he corporate mission as a directing orce in the development ostrategy

• Opportunity and threat analysis

• Monitoring e&ternal environment

• Di'erential advantage analysis

• (nternal company analysis

• )ortolio analysis

– (dentiying strategic *usiness units

– +usiness screening

– )ro,t impact o marketing strategies

–

(ntegrated portolio models – valuating the portolio matri&

• valuating the company o*.ectives


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• Situational analysis

• sta*lishing marketing o*.ectives

• Formulating marketing o*.ectives

– (ntensive analysis

– Diversi,cation analysis

– Mo*ility *arriers

• conomies o scale

• )roduct di'erentiation

•/apital re0uirement

• /ost disadvantage

• Access to distri*ution channels

• 1overnment policy


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• Market segmentation and target marketing

• Formulating marketing mi& strategy

• Developing marketing plans

• (mplementing and controlling marketing plans

– Schedules and control charts

– 2eports

– +udgets

– Sales and cost analysis

– Marketing audits


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• %he role o marketing research indecision making

– (ndustrial s consumer marketing research

• %echnical orientation

• /oncentrated access to inormation

• Survey techni0ues

• 2espondent cooperation

– /ompetitive intelligence

– Decision making


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• %he marketing research process

– De,ning the pro*lem

– 2esearch o*.ectives

• 2esearch methodologies

– Developing inormation sources

• Secondary data sources

• S(/ code limitation

• /omputerized secondary data sources

• 4oncomputerized secondary data sources

• 1overnment sources


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• )rimary data sources – 5nstructured surveys

– Structured surveys

– Surveying individuals

– Surveying customers

– Surveying e&perts

– Surveying groups

– /ompetitive intelligence surveys

• Analyzing the data

• )resenting the ,ndings


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• Market segmentation

– +ene,ts o market segmentation

– 2e0uirements or e'ective marketsegmentation

• Market segmentation involves cost


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• +asis or segmenting industrialmarkets

•

Macro varia*les


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• Micro vari*ales


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• Market segmentation$ A step-*y-stepprocess


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• valuating potential segments

– Market pro,ta*ility analysis

– /ompetitive analysis


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• Decision support system and theiruse in market segmentation

•

%arget marketing• 5ndi'erentiated market selection

• Di'erentiated market selection

• /oncentrated market selection

– 4iche marketing

• )roduct positioning

Documents

Module-3-Business Marketing-VTU Syllabus