industrial marketing - manu melwin joy
TRANSCRIPT
Industrial Marketing
Prepared By Manu Melwin Joy
Assistant ProfessorSCMS School of Technology and Management
Kerala, India.Phone – 9744551114
Mail – [email protected]
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Industrial Marketing
• Industrial marketing (B2B) is the
marketing of goods and services
by one business to another.
Industrial goods are those an
industry uses to produce an end
product from one or more raw
materials.
Examples
• An organization seeks
to split the work
between the two
firms based on an
evaluation of each
firm's capabilities.
Examples• A sales representative
makes an appointment with
an organization that
employs 22 people. He
demonstrates a
photocopier/fax/printer to
the office administrator.
Main Features
• Marketing is one-to-one
in nature. It is relatively
easy for the seller to
identify a prospective
customer and build a
face-to-face
relationship.
Main Features
• Highly professional and
trained people in buying
processes are involved.
In many cases, two or
three decision makers
must approve a
purchase plan.
Main Features
• Often the buying or
selling process is
complex, and includes
many stages.
Main Features• Selling activities involve
long processes of prospecting, qualifying, wooing, making representations, preparing tenders, developing strategies, and contract negotiations.
