THE PENNSYLVANIA STATE UNIVERSITY AT HARRISBURG

THE CAPITAL COLLEGE

Middletown, Pennsylvania 17057

School of Business Administration

MRKT 485

Dr. Ugur Yucelt E_Mail: uqy@psu.edu

SPRING 2002 Office: E-356-K

Class Time: R: 6:00-8:45 Office Tel: 717-948-6168

Classroom: E-309 Office Hours:

TR:2:00-3:30 PM

5:00-6:00 PM

or by appointment

BUSINESS-TO-BUSINESS MARKETING

REQUIRED TEXT:

Frank G. Bingham and Roger Gomes, Jr. Business Marketing. NTC, 2001.

SUPPLEMENTARY READINGS:

Articles in Industrial Marketing Journal, Journal of Marketing, Fortune, Business Week, Wall Street Journal, and others.

COURSE DESCRIPTION:

This course aims at those students with a foundation in principle of marketing course. It builds upon marketing concepts and focuses on the special elements and requirements of business-to-business marketing. Emphasis is given to managerial decision‑making in the areas of business marketing environment, business buying functions, business marketing strategy, business marketing systems, business marketing planning, business marketing research, business market segmentation and demand analysis, product strategy in business marketing, business marketing communications, promotion, pricing, and distribution and globalization strategy in business marketing. In order to present the materials in a real life environment, case problems from business-to-business marketing will be used. Heavy student preparations and participation are expected. Course will also cover business-marketing strategies in the Internet.

PREREQUISITES: MRKT 370

COURSE OBJECTIVES:

l. To introduce business-to-business marketing concepts and introduce problem solving and decision making approach in business marketing environment.

2. To apply business-to-business marketing concepts from practical as well as theoretical point of view.

3. To integrate and provide a framework for demand analysis, market segmentation,

environmental, strategic, organizational, E-commerce and global issues in business-to-

business marketing.

METHOD OF INSTRUCTION:

Lectures, discussions, case presentation and discussion, examples, applications, and student participation.

COURSE ASSIGNMENTS:

THE COURSE WILL HAVE A LECTURE AND CASE/ISSUE DISCUSSION FORMAT, WITH AN IMPORTANT EMPHASIS ON ISSUE GENERATION AND DISCUSSION. THE COURSE WILL BE BASED UPON FOLLOWING COURSE ASSIGNMENTS.

1. WRITTEN CASE ANALYSIS (MAX.10‑15 PAGES)/PRESENTATION OF THE

STUDENT'S CHOICE.

2. THREE QUIZZES.

3. COURSE PROJECT.

4. CLASS PARTICIPATION.

SOME DETAILS ABOUT ASSIGNMENTS:

THROUGHOUT THE SEMESTER STUDENTS WILL BE RESPONSIBLE FOR COMPLETION OF SEVERAL IN CLASS AND OUT‑OF‑CLASS EXERCISES. THE PURPOSE OF THESE ASSIGNMENTS IS TO DISCUSS PRACTICAL APPLICATIONS OF THE BUSINESS-TO-BUSINESS MARKETING STRATEGIES.

CASE STUDIES:

Cases provide a pedagogical way to bring the real world into the classroom. They enhance the concepts of the text and the text enhances the meaningfulness of cases. In addition, cases have the virtue of requiring students to think of themselves as decision makers who must make decisions with less than perfect information. We will use a number of cases during this semester and improve our problem solving skills and abilities. Class discussion will be mandatory for assigned cases, and a type‑written report of your solution will be submitted for grading at the end of each discussion. I will advise all of you that cases can be solved by using library resources; therefore, for your case solution, you should plan to use books, periodicals and other resources, which are available to you in Penn State library.

REQUIREMENTS FOR CASE ANALYSIS:

EACH STUDENT IS EXPECTED TO READ AND BE PREPARED TO DISCUSS ALL CASES ASSIGNED DURING THE SEMESTER. STUDENTS WILL BE EVALUATED ON THEIR CLASSROOM PARTICIPATION. EACH CASE MUST BE PREPARED IN A DETAILED REPORT AND PRESENTED IN CLASS BY A GROUP OF 3 STUDENTS. CASES AND THE QUALITY OF YOUR WORK IN PREPARATION OF CASE REPORT WILL REPRESENT A GOOD PORTION OF YOUR GRADE IN THIS COURSE. THE CASE REPORT MUST BE NO LONGER THAN 10‑15 TYPE WRITTEN PAGES (EXCLUDING TABLES OR CHARTS). ALL REPORTS ARE DUE AT THE END OF CLASS ON THE DAY PRESENTED. NO LATE REPORTS WILL BE ACCEPTED. NO AFTER THE FACT EXCUSES WILL BE ACCEPTED.

YOU SHOULD REMEMBER THAT THERE ARE NO PERFECT SOLUTIONS FOR THE CASES AND THE GRADER LOOKS FOR ORGANIZATION, UNDERSTANDING, ORIGINALITY, BREADTH AND DEPTH OF COVERAGE, AND CLARITY OF EXPOSITION. IT IS ADVISABLE TO ALL OF YOU THAT LIBRARY RESEARCH ABOUT THE TOPIC/COMPANY WILL GREATLY IMPROVE THE QUALITY OF YOUR SOLUTION.

POSSIBLE OUTLINE FOR CASE REPORTS:

1. PROBLEM IDENTIFICATION. This step is used to identify a main problem and number of sub problems.

2. ALTERNATIVES. This step is used to show number of different ways to deal with main

problem (s).

3. EVALUATION OF ALTERNATIVES. This step is the discussion of PRO (Advantages) or CON (Disadvantages) of each alternative. You must make sure that you find concrete evidence to defend your position to arrive the final recommendation.

4. SELECTION THE BEST ALTERNATIVE. After evaluation of all the alternatives, the best

and the most feasible one should be selected and recommended for implementation.

5. RECOMMENDATION. Final recommendation must be made for implementation purposes.

6. IMPLEMENTATION. Implementation strategy in the areas of price, product, promotion and physical distribution of business marketing must be discussed.

GUIDELINES FOR CASE ANALYSIS/PRESENTATION:

1. ONLY THOSE WHO ARE RESPONSIBLE TO PRESENT A CASE WILL LEAD THE

DISCUSSION IN CLASS (NAMES WILL BE ANNOUNCED IN A WEEK).

EVERY GROUP WHO ARE ASSIGNED TO PRESENT A CASE MUST ALSO SUBMIT A

TYPE WRITTEN COPY OF THEIR SOLUTIONS AT THE END OF CLASS PRESENTATION FOR GRADING PURPOSES.

3. EACH GROUP WILL SELECT A LEADER WHO WILL BE RESPONSIBLE FOR

MEETINGS, AND SUCCESSFUL COMPLETION OF CASE REPORT.

4. GROUPS SHOULD MEET UNDER THE DIRECTION OF GROUP LEADER FOR

DISCUSSION, SOLUTION OF THE PROBLEM, AND PREPARATION OF CASE

REPORT, AND CLASS PRESENTATION.

5. GROUP LEADER MUST INFORM ME ABOUT ANY PROBLEM, WHICH MAY

CAUSE INEFFICIENCY OF VARIOUS GROUP FUNCTIONS.

6. EACH MEMBER OF THE GROUP MAY EVALUATE EACH OTHER AT THE END OF

THIS SEMESTER.

IN ADDITION, FOR THE PURPOSE OF FAIRNESS, EACH GROUP MUST GIVE THE PROGRESS REPORT AS FOLLOWINGS:

A) REPORT EACH MEETING’S DATE, TIME AND MEETING PLACE REGULARLY.

B) NAME OF ALL PERSONS ATTENDING THE MEETING.

C) WRITE YOUR GROUP NUMBER AND GIVE A PAGE SUMMARY OF TOPIC DISCUSSED AND PROGRESS MADE AT THE END OF EACH MEETING.

ALSO, EACH PRESENTATION WILL BE EVALUATED AND CRITICIZED BY A GROUP OF TWO/THREE STUDENTS. THEIR INPUTS WILL BE COMBINED WITH MINE AND USED IN GRADING. CASES AND THE QUALITY OF YOUR WORK IN PREPARATION OF CASE REPORT WILL REPRESENT A MAJOR PORTION OF YOUR GRADE IN THIS COURSE.

COURSE PROJECT:

IN ADDITION TO CASE STUDIES, YOU MUST SUBMIT A COURSE PROJECT, WHICH WILL BE RELATED TO ANY TYPE OF BUSINESS MARKETING OPERATIONS. USING LIBRARY RESOURCES AND/OR HAVING AN INTERVIEW WITH LOCAL BUSINESS MARKETING MANAGERS, OR SALES PERSONNEL MIGHT COMPLETE THE PROJECT. FOR GRADING PURPOSES, THE PROJECT SHOULD FOLLOW THE STEPS BELOW:

1. SELECT A TOPIC FROM THE LIST, WHICH YOU WILL FIND AT THE END OF THIS SYLLABUS.

2. SUBMIT A PROPOSAL AND OUTLINE FOR THE SELECTED TOPIC AT THE END OF SIXTH WEEK OF THIS SEMESTER.

3. COLLECT INFORMATION/RESOURCES ABOUT YOUR PROJECT/TOPIC.

4. WRITE COMPLETE PROJECT.

5. PRESENT THE PROJECT IN CLASS BETWEEN 14^TH OR 15TH WEEK.

6. AT THE END OF YOUR PRESENTATION SUBMIT WRITTEN COPY OF YOUR

PROJECT FOR GRADING PURPOSES.

A GUIDELINE FOR PROPOSAL WRITING:

1. TITLE

2. INTRODUCTION/BACKGROUND

3. PURPOSE OF THE STUDY

4. BIBLIOGRAPHY/REFERENCES

RESPONSIBILITIES IN GROUP ASSIGNMENTS:

SINCE GROUP ASSIGNMENTS REQUIRE COOPERATION AND COORDINATION BY ALL THE MEMBERS OF THE GROUP, IT IS MANDATORY THAT EACH GROUP MUST MEET CERTAIN DATES AND TIMES FOR SUCCESSFUL COMPLETION OF THEIR GROUP WORK. ACCORDINGLY, EACH GROUP MUST SELECT A LEADER, AND GIVE ME A COMPLETE LIST OF MEETING DATES AND TIMES WITH YOUR WRITTEN CASE REPORT AND COURSE PROJECT.

SMALL GROUP DISCUSSIONS:

DURING THE SEMESTER, SMALL GROUP DISCUSSION WILL BE MANDATORY IN EACH CLASS. DURING THE SMALL GROUP DISCUSSION, YOU WILL HAVE A CHAPTER/READINGS FOR AN ASSIGNMENT, AND DEVELOP A SET OF QUESTIONS ABOUT VARIOUS ASPECTS OF BUSINESS-TO-BUSINESS MARKETING. BEFORE THE END OF EACH CLASS, THESE QUESTIONS WILL BE USED FOR CLASS DISCUSSION. PLEASE MAKE SURE THAT EACH GROUP WILL BE RESPONSIBLE TO GIVE THEIR QUESTIONS TO ME WITH GROUP NUMBER AND THE NAMES OF GROUP MEMBERS WHO WERE ATTENDING THE CLASS/DISCUSSION ON THAT DAY.

GRADING POLICY:

Quiz I.................…………………………………..15%

Quiz II……………………......................................15%

Quiz III……………………………………...…….15%

Cases/Presentations.................................................25%

Course Project/Presentation..........................……..20%

Class participation..................................................10%

GRADING GUIDELINES:

93 and above…………...A

90-92.9...........................A-

87-89.9...........................B+

83-86.9...........................B

80-82.9...........................B-

77-79.9..........................C+

70-76.9..........................C

60-69.9..........................D

Below 60......………….F

CLASS PARTICIPATION:

Each student must read and prepare a solution for all case assignments to take a part in class discussion. You must make sure that part of your final grade will be based upon your class participation. Therefore, I strongly recommend that each of you must read the assigned cases along with the chapter materials before coming the class. Your participation is also expected during discussion of chapter materials.

ATTENDANCE:

Attendance to each class is expected unless unusual circumstances may occur. Please discuss the reasons with me if you cannot attend the class. Class attendance will be check periodically.

MAKE-UP EXAMS:

If you cannot be in class on an exam day, please discuss with me in advance, an unauthorized absence from the test will be counted as a "0" grade.

ACADEMIC INTEGRITY:

I expect that everyone will obey the rules of academic integrity for exams, term papers and case analysis (Policies and Rules for Students, The Pennsylvania State University). "Academic integrity is the pursuit of scholarly activity in an open, honest, and responsible manner. Academic integrity is a basic guiding principle for all academic activity at The Pennsylvania State University, and all members of the University community are expected to act in accordance with this principle. Consistent with this expectation, the University's Code of Conduct states that all students should act with personal integrity, respect other students' dignity, rights, and property, and help create and maintain an environment in which all can succeed through the fruits of their efforts. Academic integrity includes a commitment not to engage in or tolerate acts of falsification, misrepresentation, or deception. Such acts of dishonesty violate the fundamental ethical principles of the University community and compromise the worth of work completed by others." (University Faculty Senate Policies for Students, 49‑20).

STUDENTS WITH DISABILITIES:

The Pennsylvania State University encourages qualified persons with disabilities to participate in its programs and activities. If you anticipate needing any type of accommodation or have questions about the physical access provided, please contact the Disability Services Coordinator in the Student Assistance Center [W1 17 Olmsted; (717) 948‑6025].

CONTENTS OF THE COURSE

Week I: Introduction

Ground rules, cases, readings, and other assignments.

Introduction to Business Marketing

Environment(Chpt. 1)

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Week II: The Organizational Buying Process (Chapter 2)

Weiss, M.Z. Business-to-Business E-Commerce, Vital Speeches, August 15, 1999.

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Week III: Marketing Research and Information Systems (Chpt.3)

Clicking on the customer, America’s Network, 2000.

Case: T-Chem Coirporation (p.81)

Week IV: Market segmentation, Positioning, and Demand Projection(Chpt.4)

B-to-B marketers deal with two or more customer chains, Marketing News, 2001.

Quiz I

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Week V: Making and Moving Business Goods and Services (Chpt.5)

Biederman, David. It’s a B2B Spree Online. Traffic World, Dec 9, 1999.

Terwilliger, J. Seven elements of supply chain success, Frontline Solutions, Dec 2000.

Brewton and Kingseed. Getting the most from your B2B-enabled supply chain, The

Journal of Business Society, Jan/Feb 2001.

Case: Jiang Metal Products Company (p.115)

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Week VI: Price Planning and Strategy (Chpt.6)

Appell, K . and B. G. Moai. The Value Propositions of Dynamic Pricing in Business-to-

Business E-Commerce, Montgomery Research, Inc., 2000.

PROPOSALS DUE FOR YOUR COURSE PROJECTS

Case: Meta-Electronic Ltd. (p.194)

Week VII: Business Marketing Channels Participants (Chpt.7)

Nusbaum, Alexandra. Web Cuts Out Entire Order of Middlemen, The Financial

Times, January 5, 2000.

Liker, J. K. and Yen-Chun Yu. Japanese automakers, U.S. Suppliers and supply-chain

superiority, Sloan Management Review, Fall 2000.

Case: Northern New England Manufacturing Company (p.220)

Week VIII: Physical Distribution Management and Strategy (Chpt.8)

Meehan, Robert. Create, revise channels for customers, Marketing News, Oct. 23, 2000

Quiz II

Fall Break

October 14-15

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Week IX: Professional Selling (Chpt.9)

Andruss, P. L. Choose or lose, Marketing News, Oct. 3, 2000.

Case: Global Motor Ltd. Fuji Division (p.243)

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Week X: Business Sales Management (Chpt.10)

Barnes, H. Getting past the hype: Internet opportunities for b-to-b marketers, Marketing

News, Feb. 1, 1999.

Case: Clarkton Laboratories, Part A & B (p. 303)

Week XI: Advertising and Sales Promotion Strategy (Chpt.11)

Arensman, R. The Internet as cash register, Electronic Business, Jan. 1998.

Case: Kaptonic Industries, Inc. (p.332).

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Week XII: International Business Marketing (Chpt.12)

Porter. Michael. The Competitive Advantage of Nations, March/April, 1990

Case: Global Farm Equipment Ltd. (p,372)

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Week XIII: Ethical Consideration in Business-to-Business Marketing (Chpt.13)

Quiz III

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Week XVI: Special Topics in Business-to-Business Marketing

Presentation of Course Projects

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Week XV: Presentations of Course Projects

SUGGESTED TOPICS FOR YOUR COURSE PROJECTS