工業(yè)營銷（英文授課）

The environment of the B2B sectors is increasingly 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.
B2B profitability ratios

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
B2B specificities of communication
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