工业营销（英文授课）B2B Marketing (in English)

The environment of the B2B sectors is more complex and dynamic. B2B marketing is specific to its context and its clients. This training in B2B marketing can help participants to adapt its marketing to specific markets and constraints in B2B industry. This course will help participants to: 1. Position marketing actions in the company 2. Acquire marketing methods and tools specific to B2B industry

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