Business Marketing Overview of Course Dr. Dawne Martin Calvin 201 B – 107 next week Office telephone: Office Hours: T Th 9:30 – 11:00 & by appointment

Introductions Your Name Adjective Home Town Hobbies & Interests Major Industry Interests

Administrative Things Friday, September 17 th 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 Marketing, 4th Edition, Dwyer and Tanner, McGraw Hill, 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 Lecture, Video, Guest Speakers, Discussion, Exercises & Cases Exams pt. Group Project & Presentation--150 pts. Presentation pt. Group Case Presentation – 25 pts Class participation-50 – 75 pt Assignments Quizzes Attendance Lectures (15 points each) Course Outline, Assignments & Lecture notes on K-State Online Articles on reserve in the library

Group Project Groups of page paper Analysis of a Business Marketing Strategy Overview of the industry Industry Overview & Environmental Factors Market definition Description of current marketing strategy Interview with officer of the company Strategy assessment & potential pitfalls Recommendations

Assignments Group Presentation 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 Read Case 1-1 and prepare to assess the mission statements