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2. Organi zational Buyi ng Behavi our (OBB): Key charact eri sti cs oI
organi zati onal cust omer and buyi ng process Purchasing organi zation and
buying st ages, Concept oI buyi ng cent er, Buying mot ivations, Purchasers
evaluati on oI potenti al suppli ers, Envi ronmental inIluence on organi zat i onal
buying process. Marketi ng i nIormati on system Ior organi zati onal market
3. Busi ness Marketi ng Pl anni ng: Pl anning process, Demand anal ysi s,
Segmenti ng, Targeti ng and Posi ti oni ng, Indust ri al product strategy and
Product poli cy, New product development, Managing business servi ces, PLC
oI i ndustrial product s.
4. Managi ng Busi ness Marketi ng Channels: Di rect and indirect dist ri buti on,
E-channel s, Distri butors, ManuIacturer represent ative, Channel desi gn and
admi nist ration. Concept oI l ogistics and suppl y chai n management in
business marketing. Pri ci ng strat egy Ior busi ness markets Competitive
bi ddi ng and l easi ng, Advert i sing and sales promot ion, Personal selli ng in
business marketing
5. Managi ng Busi ness Markets: Managi ng personal selli ng Iunction, Key
account management , Sales admi nist rat ion, Sel ling through Int ernet . E-
commerce, Prospecti ng on Int ernet, Accepting orders and payment on net
References:
x Business Market ing Management Mi chael Hutt and Thomas Speh, 8th
Edition, Thomson Learning
x Indust ri al Marketing Reeder and Reeder (PHI)
x Indust ri al Marketing Ri chard Hill (AITBS)
x Suppl y Chain Management Sunil Chopra and Pet er Mei ndl (1st Indian
repri nt, Pearson Education)
x Business Market ing Haynes
x Business Market ing Rangan


4.4 Elective MM 6: Services Marketing
1. Introducti on to Servi ces Marketi ng: DeIiniti on oI services, Reasons Ior
emergence oI services marketi ng, Charact eristi c Ieatures oI services
marketing, Servi ce marketing mix, Recent t rends in services marketing.
Sectoral vi ew oI service indust ry.
2. Consumer Behaviour in Services: Gap anal ysis Ior underst andi ng consumer
behaviour. Customer expectations Cust omer percepti on, Factors inIluenci ng
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cust omer expectations. Servi ce devel opment and desi gn, Stages in new
servi ce devel opment, Servi ce bl uepri nting. Customer deIi ned service
standards. Physical evi dence servi ce scape.
3. Deli veri ng and Performi ng Servi ces: Empl oyees rol e in servi ce delivery
Boundary-spanning roles, St rategi es Ior closing gaps.

Customer rol es in servi ce delivery, Del ivering servi ces t hrough int ermedi aries
and elect ronic channels.
4. Managing Demand and Capaci ty: Managi ng servi ce promises, Int egrat ed
servi ce marketing communi cations, Pricing oI servi ces, The int egrat ed gap
models Ior servi ce qualit y.
5. Marketi ng of Services: Health care, Hospi tal it y servi ces, Transport
servi ces, Telecommuni cati on services, Consult ation services, Fi nanci al
servi ces.
References:
x Services Marketi ng Int egrat ed Cust omer Focus Across The Fi rm
Val ari e A. Zei thaml and M. J. Bitner
x Services Marketing Peopl e, Technol ogy and Strat egy Lovel ock
x Services Marketing Ravishankar
x Marketing oI Servi ces Jha
x Marketing oI Servi ces G. S. Bhati a
x Marketing oI Servi ces Sahu and Sinha

4.5 Elective MM 7: International Marketing
1. Internati onal Marketi ng: Int roduction and Importance Basi s oI
internati onal t rade, Theories oI int ernat ional trade, Trade barri ers, India`s
Iorei gn trade since i ndependence.
2. International Marketi ng Envi ronment: Economi c, Politi cal, Legal, Soci o-
cult ural and Demographic environment . Int ernational market ent ry st rat egi es
MNC`s, Global market ers etc.
3. Organi zation for International Marketi ng: Obj ectives oI internat i onal
marketing, Factors aIIect ing i nt ernat ional market ing, Int ernat ional marketing
mix st rategy. Di st ributi on st rat egies and Types oI i ntermedi aries in
internati onal marketi ng.
4. Export Planni ng: Export Iinance, Letter oI credit , Export licensing, Export
houses, Export risk and i nsurance, Export promoti on and Incentives by t he
Government oI Indi a and Instit utional arrangement Ior export promotion in
Indi a. Import -Export poli cies oI t he Government oI Indi a Export
document ation procedures and Iormali ties. Indi an Iorei gn trade since
independence.