Download Business-to-Business Marketing

Business-to-Business Marketing
Wrap up
Antti Sihvonen
Agenda
1.  Couple words about the case assignment
2.  The main contents of the course
3.  Exam structure and practicalities
4.  Possible exam questions
Couple words about the iZettle
case
Material from iZettle
Material from iZettle
Potential challenges when doing the case assignment
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Segmenting
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Segment selection
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Choosing one segment
Applying coherent selection criteria
Justifying the selection of one segment
Strategy
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Finding a coherent segment with uniform behavior
Financial aspects and how to judge them
Choosing foundation for strategy
Fit between the chosen segment and the company
Alignment with competition
Operationalization
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Fit between activities
Fit with segment
Succession of activities
Creating a
coherent
answer
with a
logical
flow
Central course contents
The exam
The final exam - overview
•  Based on course book, lectures and assigned articles
•  100% essays (no short questions, no math..)
•  Worth of 50 points in total (50% of the grade)
•  Remember to provide examples!
•  I provide a list of possible exam questions to make
sure you will focus on the right things!
The final exam – exam structure
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There are two sections
•  Section 1 = One easy question, 10 points
–  This question will be mandatory for all
•  Section 2 = Three more challenging questions, 20 points each
–  You need to choose two questions out of three alternatives Remember to answer only 2 questions from section 2!
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Total space is limited to 6 pages (2 pages for each question)
Potential exam questions
The final exam:
The list of possible questions
Possible questions for the Section 1 are (One question is asked
in the exam):
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Define the stages of the organizational buying process (8-Step model) and
illustrate each stage with an example?
What is the buying centre (the buying center). What kind of roles can different
members of the buying centre assume (identify at least four [4] possible roles)?
What do the A, R and A stand for in the the A-R-A model. What kind of questions
can we try to answer when we use the A-R-A model?
Consumer markets and business markets are inherently different. List five (5)
differences between B2B and B2C markets and give examples of them?
The final exam:
The list of possible questions
Possible questions for the Section 1 are (One question is asked
in the exam):
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Business markets have different kinds of customers. Describe the four (4)
customer types and give concrete example from each group?
In a lecture we presented relationship spectrum. What are the three main types of
business relationships? Based on the relationship types, what kind of
relationships are pertinent to the shipbuilding industry and why?
What are the four common ways to define strategy (following Mintzberg 1994)?
Business marketing organization has many channels to choose from. Identify the
two main types of B2B marketing channels? Furthermore, list reasons for the use
of these channels (two for each type).
The final exam:
The list of possible questions
Possible questions for the Section 2 are (Three questions are
asked in the exam and you need to answer on two):
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Define the main categories of buying situations. According to Hutt and Speh
(2010) what kind of marketing efforts should be used in each situation? Illustrate
your answer with examples.
According to Kothandaraman and Wilson (2001) what is customer value and how
is value created within business networks? Illustrate value creation with an
example.
According to Möller et al. (2005) what kind of value systems there are and what
kind of capabilities companies have to possess in order to succeed in them?
Illustrate each network type with an example.
What are the main differences between the buyers, the sellers and the buyerssellers perspective to customer value? How can the seller evaluate customer
value using the customer value hierarchy?
The final exam:
The list of possible questions
Possible questions for the Section 2 are (Three questions are
asked in the exam and you need to answer on two):
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Define the two core bandwith strategies that can be used to craft the right value
proposition in B2B markets. In which situations these strategies are applicable ?
Illustrate both two situations with an example.
What are the dimensions of value assessment tool (identify at least five [5]
dimensions)? Illustrate how buyers can measure their perceived value with this
tool?
According to Fiocca (1982) account portfolio analysis is a two step process.
Describe what is done in each of the steps and why?
What are the main benefits of strategic partnering/alliances? What kind of
questions companies need to think before entering on alliance (identify at least
three [3] questions)?
The final exam:
The list of possible questions
Possible questions for the Section 2 are (Three questions are
asked in the exam and you need to answer on two):
•  Dyadic relationships can be analyzed with the IMP interaction model.
Identify the four (4) dimensions of the model and apply them to an
example?
•  Business relationships develop over time. Outline the four (4) relationship
development stages and describe what happens in each of the stages?
•  The management system depicts the stages of strategy development and
execution. Define the stages and depict what is done in each of them?
•  The Eisenhardt and Sull (2001) article describe three (3) alternative ways
to approach strategy. Identify the three ways, the strategic logic behind
them and the source of advantage on which they build?
The final exam:
The list of possible questions
Possible questions for the Section 2 are (Three questions are asked
in the exam and you need to answer on two):
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According to the course book, what is a business model and what are the four key
components of a business model?
Brands are also important for B2B marketers. However, their role is different compared
to B2C companies. Identify three (3) dimensions where the role of brand is different in
B2B and B2C markets and give examples of them.
In the lecture we discussed key account management. Define the purpose of key
account management and outline three (3) ways in which it is different from
transactional selling?
In the lecture we discussed two-sided markets. Explain the underlying logic behind a
two-sided market and illustrate your answer with an example?
The DUC framework characterizes project marketing. What do the three dimensions
depict and why is project marketing hard because of each of these dimensions
The final exam:
The list of possible questions
Possible questions for the Section 2 are (Three questions are asked in the exam and
you need to answer on two):
•  To strengthen relational ties with customers, different relationship marketing
programs can be applied. Describe three (3) types of relationship marketing (RM)
programs. According to the course book, what is the financial impact of these RM
programs?
•  Estimating demand within selected market segments is vital to marketing
management. Identify the two (2) main types of techniques that are used to
forecasting demand. Compare these two techniques and explain when it is
appropriate to use each type of technique?
•  According to the course book, strategic activity within a large organization falls
into two broad categories: induced and autonomous strategic behavior. Define
these two (2) categories and list at least five (5) differences between induced and
autonomous strategic behavior.
The final exam:
The list of possible questions
Possible questions for the Section 2 are (Three questions are asked in the exam and
you need to answer on two):
•  There is no easy formula for pricing B2B product or service. Identify the five (5)
key components of the price-setting decision process and explain why these
components are important.
•  In the lectures we discussed criteria for evaluating the desirability of potential
market segments. Identify these criteria and and what is evaluated in each of
them?
•  Entering foreign markets is a central way for B2B companies to expand. Identify
the two (2) primary dimensions that differentiates modes of entry and four (4)
specific modes of market entry?