Fundamentals of inter-organizational marketing: - Review of inter-organizational markets- Demand on inter-organizational markets - Hands-on inter-organizational markets - Classification commercial practices - Classification of markets - B2B and e-commerce. The behavior of customers at the B2B markets: - purchasing process - purchasing roles - The development of needs at the organizations.
Research on B2B markets: - Marketing Information System - Research facilities - Analysis of competition - Benchmarking. Strategic marketing planning: - Segmentation of the market - Methods and devices of strategic marketing planning.
Product Policy of established products: - Classification of the product types - The life cycle of the product - Management products - Strategies for established products. Product policy of new product development: - Strategies for the development of new products - Marketing systems - Marketing of engineering services.
Pricing : - Price – Pricing - Pricing strategies - The pricing policy - Price on the Internet - Financial marketing. The policy of distribution: - direct sales - Indirect sales - Management of conflicts on the way - Internet as a distribution channel - Multi-channel distribution.
Vertical specialization: - Choosing industry – specialization - Expanding to other verticals in the industry. Selling : - Sales department - Keeping the sales department - Customer relationship management. Strategies of communication: - The communication process in B2B – Public relations – Advertising - Trade fairs and exhibitions - B2B Direct marketing: - The Basics – Tasks - Forms.
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