MKTG807: Business-to-Business Marketing
|
Lecturer in charge |
Professor Bob Miller |
|
Availability |
D1 - Day; Offered in the first half-year |
|
Unit Outline |
|
|
Websites |
|
Coursework unit website - Online learning @ MQ (Login required) |
Description
This unit aims to develop an understanding of industrial markets, the industrial marketing environment and the application of marketing theory to business-to-business markets. These markets include producers of goods and services, intermediaries, government, non-profit organisations, and any group who purchases and uses inputs to produce or resell goods and services. This unit examines the marketing infrastructures that are available to business in developing strategies that will result in achieving the awareness, comprehension, sales response objectives and stable profitable relationship essential to continuity of commercial success of supplier organisation.
Topics
- Marketing and selling: their relationship
- Defining industrial customers and their special needs
- Selling to senior executives
- Managing the value chain as a marketing and sales strategy
- Managing modularity: the Li and Fung global approach
- How to win and keep big customers
- Customers value management
- Direct marketing B-to-B
- Sponsorships as relationship builders and sales opportunities
- Pricing
- Solution selling: creating buyers in difficult selling markets
- Overcoming resistance to cultural change
Withdrawing from a unit
Students can withdraw from units via eStudent
Student Email
Macquarie students are issued with an official University email.
MAcc and PGDipAcc Transition
These degrees are changing to a semester based program in 2010
2009 PG Programs Brochure
Download 2009 Postgraduate Program Brochure
Application for CPA Program
Information about CPA Program Application process.
Support for ACCG834
Academic Support for students enrolled in ACCG834.
Trimester 2 - Final Exam
2009 Final-Trimester 2 Exam Timetable now available
Class Registrations
Open from 9th July 2009 for Trimester 3 and Semester 2
Course Completion Letter
Select the best form for your situation from here.
New MAcc Guide for 2009
2009 Postgraduate Accounting Guide