The document provides information about the course module on business marketing. It outlines the main texts to be studied, the assessment plan which includes a case analysis, project, and end term assessment. It describes the project requirements which involve analyzing business selling by different types of companies and trade shows. It lists the sub-topics to be covered in the project report such as company background, objectives, marketing challenges, and future scenario. It also provides characteristics of business marketing such as derived demand, close buyer relationships, and multiple buying influences. Finally, it asks whether Google is more focused on B2B or B2C and lists top performing B2B CEOs.

1. Business Marketing

2. MODULE READINGS
Main Texts

Hutt D.Michael & Speh. Thomas, Business marketing
Management B2B, Cengage India Pvt. Ltd.

Reeder R., Robert, Brierty G. Edward, Reeder H, Betty:
Industrial Marketing, Prentice-Hall publication.

David Jobber & Geoff Lancaster, Selling & Sales
Management, Pearson Education Publishers

3. ASSESSMENT PLAN
1. Case Analysis 20%
2. Project 20%
3.End Term Assessment 60%

4. Project
1.Business Selling by a Company manufacturing basic raw materials,
e.g., cement, steel,
2.Trade Shows and Participation activity of a business company.
Analyse the benefits, advantages, and effectiveness of the
trade shows for the specific company.
3. Business selling by a company dealing in complete business
solution, e.g. complete fabrication of a factory for a
manufacturer.

5. Report
The report should comprise of the following sub-topics:

Company backdrop/history

Objective of Setting up the company

The key Drivers of the Business

The Product

The Target Audience

The Marketing Challenges

Present Scenario with Company Reports

The Future Scenario

Your learning and suggestions

6. Business Marketing
Products and services
Businesses Government Institutions
Customers

7. Business Marketing Organizations
World's Valuable Brands

8. Business Marketing : Characteristics
Derived demand

Close relationship with buyer

Multiple buying influences


9. Business Marketing : Characteristics
Contd.

Goods bought by businesses,government bodies &
Institutions.

Higher business Volumes

Business firms buy to:
Facilitate production process
As a component of final goods or services.

Government & Institutions buy to:
Maintain and deliver services to their markets

10. Google
B2B or B2C?
Benefits advertisers by focused advertising

11. B2B TOP Performers
Ann Mulcahy: CEO ,Xerox Corporation
Jeffery Immelt: CEO, General Electric