GEORGE MASON UNIVERSITY

THE SCHOOL OF PUBLIC POLICY

ARLINGTON, VA

SPRING 2002

ITRN 731 - Sect. 001

BUSINESS-TO-BUSINESS MARKETING

M: 4:30 PM-7:00 PM

Prof. S. C. Bensimon, Ph.D.

(301) 765-0585

bensim@erols.com

Office Hours (by Appointment)

SCOPE: This course focuses on business-to-business marketing, also known as B2B marketing. B2B marketing seeks to meet the needs of organizational buyers rather than those of consumer goods purchasers. Organizational customers include commercial enterprises, not-for-profit institutions, government agencies, and non-governmental agencies [NGOs].

In terms of dollar value, purchases by organizational entities dwarf those made by consumer goods purchasers.

The course provides an in-depth examination of key dimensions of B2B marketing--including the changing dynamics of buyer-seller interactions, the variables which influence organizational buying decisions, the function and significance of evaluating marketing performance in business marketing management, and managing business marketing channels. The approach to the course is managerial, not descriptive. You are in the driver's seat.

There are two examinations: a mid-term and a final. Each will count 50%. The examinations include True/False, multiple choice questions and, possibly, some short answer (essay-type) questions.

Students are responsible for both the assigned readings and material covered in class. The assigned text is Frank G. Bingham, Jr. and Barney T. Raffield III, Business Marketing Management, South-Western Publishing Co., Cincinnati, Ohio.

The following schedule of lectures is subject to change.

SCHEDULE OF LECTURES

ITRN 731 - BUSINESS TO BUSINESS MARKETING

Lecture 1: The Changing Landscape in B2B Marketing: Organizational Buyers' New Purchasing Criteria

Lecture 2: Responding to the New Buying Realities: Emerging Selling Modes in B2B Marketing

Lecture 3: Increasing Sales and Salesforce Efficiency

Lecture 4 Market Research: The Importance of Good Information in Assessing Opportunities in B2B Markets

Lecture 5 The Role of Market Segmentation in Developing a Competitive Advantage

Lecture 6 Central Elements of the Industrial Pricing Process: Designing Pricing Strategies and Programs

Class Meeting 7: MID TERM EXAMINATION

-2-

SCHEDULE OF LECTURES (continued)

ITRN 731 - BUSINESS TO BUSINESS MARKETING

Lecture 8 Selecting and Managing Traditional Marketing Channels for Domestic and International Business Markets

Lecture 9 The e-Everything Phenomenon: Assessing the Relationship Between Company Performance and e-Commerce

Lecture 10 Evaluating Marketing Performance in B2B Marketing: Why do Bad Things Happen to Good Companies?

Lecture 11 Developing, Testing, and Launching New Products

Lecture 12 Designing a B2B Marketing Communications Program: Advertising and Sales Promotion

Lecture 13 Effects of the International Environment on B2B Marketing

Class Meeting 14 FINAL EXAMINATION

-3-