Course: Marketing of Industrial Goods (5701-411)

Persons:

• Prof. Dr. Markus Voeth (verantwortlich)

Type of Course:

lecture with exercise

In-Class Hours Per Week:

3

Contents:

Marketing of industrial goods is characterised by some derivative features compared to consumer marketing. This makes a simple transmission of what is true for consumer markets to industrial markets difficult which justifies the development of a marketing approach tailored to industrial goods. Organisational buying behavior which constitutes one of the lecture's key aspects can be considered to be such a special features. Furthermore, it is important to account for the high heterogeneity of industrial marketing processes. In this spirit, industrial marketing is viewed from a perspective which distinguishes among four different types of transaction throughout the course. Having discussed potential marketing programmes for each type of transaction reasons for changing from one type of transaction to another will be analyzed finally.

Literature:

Backhaus, K./Voeth, M. (2014), Industriegütermarketing, 10. Aufl., München. Ergänzende Lektüre wird separat bekannt gegeben

Location:

Hohenheim

Module:

• 5701-410 Marketing of Industrial Goods (compulsory)
• 5701-610 Marketing of Industrial Goods (compulsory)