(MIG) Introduction to B2B Marketing and Selling

Business organizations do not only sell. They also buy vast quantities of raw materials, manufactured components, plants and equipment, supplies and business services. Sellers need to understand these organizations‘ needs, resources, policies, and buying procedures. In detail the course covers the following topics:

Business markets and buying behavior / Derived demand and accelerator effect / The significance of inter firm relationships and networks in B2B selling / Relationship portfolio management / Approaches to business marketing strategy, resource-based view, rational planning approach, strategy as management of networks / Market research, segmentation, targeting and positioning in business markets / Communication strategies, market communication & relationship / The relationship between sales & marketing / Buying centre and selling centre / Who really does the buying in major sales / Finding and formulating convincing customer value proposition / branding in b2b business / servitization and the service-dominant logic of marketing.