Business Marketing: MKTG 550Overview of Course

Dr. Dawne MartinCalvin 107 B

Office telephone: 532-4383 email: dmartin@ksu.edu

Office Hours: T Th 9:30 – 11:00 & by appointment

Introductions

Your Name

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Home Town

Hobbies & Interests

Major

Industry Interests

Administrative ThingsFriday, September 14th

Department of Marketing Advisory Council Meeting – Friday, Sept. 30

Golf Tournament – 3:30 PM- Players- Volunteers

Question for You

Think of marketing personal computers. How would marketing pc’s to businesses differ from marketing to consumers?

Differences from Consumer Marketing

Buying Behavior More complex More people involved Relationships more important

Channels are shorter -- Sales more important

More focus on personal selling Unique promotional strategies Focus on buyer-seller relationships

What We’ll Study Creating, Delivering and Evaluating Value

for Customers

Business Buyer Behavior and Relationships

Issues in Purchasing and Effects on Business Marketing

Marketing Management and Strategy in a Business Environment

Course Requirements

Text: Business-To=Business Marketing: Analysis and Practice, Prentice Hall, 2011.

book available on Prentice Hall (Pearson) website for $54.

Additional Readings – In the library reserve

Prerequisites: MKTG 400

Course Policies Attendance & punctuality Reading assigned materials Additional assignments & reading Make-up exams Changing grades

Academic Honor Code Personal integrity is presumed Work submitted is your own Plagiarism & cheating are serious

offenses Honor Statement

On my Honor, as a Student I have neither given nor received unauthorized aide on this academic work.”

Course Format

Course Outline, Assignments, Articles & Lecture notes on K-State Online

Exams 1-3 100 points 300 points

Group Projects 4 @ 25-75 300

Project Presentations 1 @ 75 75

Written Case (Individual)

Class Participation & Assignments

50 points 50

50

Total   750 points

Group Projects

Groups of 3-4 4 short projects

Target marketing analysis Positioning plan based on the target

markets Estimating customer value and

developing pricing models Developing a communication plan

One group presentation

Assignments

Group Presentation 10-15 minutes Highlight of most important findings & strategy

Case Problem Statement Situation Analysis (Factors Driving the Industry)

Environmental Factors Customer Factors Competitive Factors Supplier Factors

Alternatives Criteria for Selection of Recommendation Recommended Solution and Implementation

Suggestions

Exams Format: Multiple Choice & Essay Exam Policies

No books or notes No makeup exams – optional final given to

replace one grade No extra credit

Assignment for Thursday Read Chapter 1

How business marketing is different What drives business marketing

strategy? Types of customers Types of products Purchasing standards and process Nature of demand