116-0715/03 – Business Marketing (.)
| Gurantor department | Department of Marketing and Business | Credits | 6 |
| Subject guarantor | doc. Ing. Vojtěch Spáčil, CSc. | Subject version guarantor | doc. Ing. Vojtěch Spáčil, CSc. |
| Study level | undergraduate or graduate | Requirement | Choice-compulsory |
| Year | 1 | Semester | summer |
| | Study language | English |
| Year of introduction | 2006/2007 | Year of cancellation | 2011/2012 |
| Intended for the faculties | EKF | Intended for study types | Follow-up Master |
Subject aims expressed by acquired skills and competences
Rozvíjet znalosti studentů získané v již studovaných marketingových předmětech srovnáním zvláštností spotřebitelských trhů a business trhů (trhů dalšího použití). Zvýšit pochopení zákonitostí business marketingu a zdokonalit dovednosti ve výběru vhodných marketingových nástrojů pro tento trh.
Teaching methods
Summary
Module explains the business demand and business offer and differs between
consumer and business market. Module also classifies the business customer and
describes the process of segmentation. The purchase on business market is
defined from the view of application of relationship marketing and customer
satisfaction measurement. The substantial part of module is determined the
application of marketing mix on the business market.
Compulsory literature:
1.Hutt,M.D. - Speh,T.W. : Business Marketing Management. Orlando : The Dryden
Press, 1992.
2.Chisnall,P.M. : Strategic Industrial Marketing. London : Prentice Hall,
1989.
3.Gross,A.C. - Banting,P.M. - Meredith,L.N. - Ford,I.D. : Business Marketing.
Boston : Houghton Mifflin, 1993. (k dispozici ve čtyřech kopiích ve studovně
EkF)
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
Student by měl aboslvovat předmět Marketing.
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
Module content:
1.Introduction to Business Marketing
Business product classification. Differences between business marketing and
consumer marketing. The nature of demand in business markets. The implication
of derived demand.
2.Business Market Environment
Macroenvironment. Mezoenvironment Porter´s theory of competitive forces.
Microenvironment.
3.Marketing Information Systems (MIS)The content of MIS. The nature of
information. Existing sources of information. Internet – marketing
application.
4.Marketing Research
Research topics. Primary research. Survey. The research concept. The
differences between the research on consumer markets and business markets.
5.Business Buying Behaviour
Factors affecting buying decisions. The process of business buying. Buying
grid. Decision – making unit.
6.Relationship Marketing
The importance of relationship marketing. Definition of relationship
marketing.
Benefits of relationship marketing. Phases of relationship strategy.
7.Customer Satisfaction Measurement
Definition of problem. Methodology of customer satisfaction measurement.
Method
of perceived gaps. Loyalty.
8.The Choice of Target Markets
Process of segmentation. Segmentation criteria. Target marketing. Positioning.
9.Business Products
Classification of business products. Product goals and programs. Development
of
new products. Product life cycle on the business markets.
10.Business Service
Primary business service. Additional business service. Characteristics of
services. Cross selling. Cross marketing.
11.Business Pricing
Value to the Customer. Types of Pricing. Negotiation. Competitive Bidding.
Leasing at business markets.
12.Distribution
Distribution channel. Industrial distributors. Manufacturer´s agents.
Logistics
management.
13.Business Sales
Organizing of sales. Sales Force Administration.
14.Business Marketing Communication
Business Advertising. Sales promotion. Public relations.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
Předmět neobsahuje žádné hodnocení.