产品经理，B2B行业的市场经理；项目销售经理；工业品技术管理人员

时间地点：6月8-9日上海

课程费用：4680元/人

培训对象：产品经理，B2B行业的市场经理；项目销售经理；工业品技术管理人员

课程意义：

B2B行业所处的市场环境愈加复杂和动态，而B2B营销有其特定的背景和客户群。本课程的学习可以使参加者学会调整营销策略，适应市场的特殊性和种种制约因素。您将学会：

1.在针对B2B市场的企业中定位合适的市场行动

2.获得针对B2B行的营销方法和工具

课程大纲：

1. Specificities of B2B marketing

B2B clients: decision system, amount involved, purchasing criteria, and industry value chain

The axes of differentiation in industry and B2B services

The marketing approach applied to industry and B2B services

2. Analysis of B2B markets

The five sources of potential competition in B2B market

Major changes in the environment

The marketing monitoring: identifying the best sources of information

3. B2B marketing strategies

From analysis to strategy: SWOT

Segmentation of industrial market and B2B services

Choice of higher value markets: IAC method

The strategic analysis models focused on B2B

4. Offers in B2B markets

The B2B marketing mix

The concept of aggregate supply and related services.

Profitability ratios B2B

5. Innovation of B2B marketing

From the sale of “goods” in “right to use”: a new type of consumption

Customer experience: a new field of differentiation

The sources of innovation in the life cycle

6. From marketing plan to business action plan

Milestones, process and tools

Specificities of communication B2B

Market access by multichannel

7. The management of customer relationships in B2B

Satisfaction of needs and loyalty over the long term

Synergy-commercial marketing: key moments and tools

8. The key success factors of B2B marketing

Role of B2B Marketing Manager

The 7 winning marketing behaviors