Module 1

BUSINESS MARKETING

Industrial marketing
Definition All activities involved in the marketing of products and services to organizations that use products and services in the production of consumer or industrial goods and services, and to facilitate the operation of their enterprises

Exchange transactions in industrial market

Contrasting industrial and consumer market

Contrasting industrial and consumer market

Market characteristics
The size The geographic concentration The competitive nature of market

Product characteristics Buyer characteristics

Stable relationships Buyer-seller interfaces

Contrasting industrial and consumer market

Channel characteristics

Contrasting industrial and consumer market

Promotional characteristics Joint demand Cross-elasticity of demand

The resellers market

Market characteristics Product characteristics Buyer characteristics Channel characteristics Promotional characteristics Price characteristics Economics of demand

The industrial marketing concept

It involves more than facilitating exchanges with customers (business/institutions/Govt. agencies) ; it is a philosophical point of view that has as its basis the formation of a partnership between buyer& seller for the purpose of achieving the organizational goals of both.

Understanding industrial markets

Industrial market types

Organizational customers
Commercial enterprises
Industrial distributors& dealers OEMs User Overlap of categories

Governmental agencies Institutions

Industrial products

Industrial marketing environment

Industrial marketing environment

Interface level

Industrial marketing environment

publics

Industrial marketing environment

The macroenvironment

Govt influence on the industrial marketing environment

Strategies for managing industrial marketing environment