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BUSINESSBUSINESSMARKETINGMARKETING

Module 1

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Industrial marketing

Defnition

All activities involved in the marketing

o products and services toorganizations that use products andservices in the production oconsumer or industrial goods and

services, and to acilitate theoperation o their enterprises

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Exchange transactions in industrialmarket

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Contrasting industrial and consumermarket

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Contrasting industrial and consumermarket

• Market characteristics

 – The size

 – The geographic concentration

 – The competitive nature o market

• roduct characteristics

•

!u"er characteristics – #ta$le relationships

 – !u"er%seller interaces

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Contrasting industrial and consumermarket

• Channel characteristics

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Contrasting industrial and consumermarket

• romotional characteristics

•  &oint demand

•

Cross%elasticit" o demand

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 The resellers market

• Market characteristics

• roduct characteristics

•

!u"er characteristics• Channel characteristics

• romotional characteristics

• rice characteristics• Economics o demand

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 The industrial marketing concept

• It involves more than acilitatingexchanges 'ith customers($usiness)institutions)*ovt+ agencies

- it is a philosophical point o vie'that has as its $asis the ormation oa partnership $et'een $u"er. seller

or the purpose o achieving theorganizational goals o $oth+

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/nderstanding industrial markets

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Industrial market t"pes

• 0rganizational customers

 – Commercial enterprises

• Industrial distri$utors. dealers

• 0EM1s

• /ser

• 0verlap o categories

 –

*overnmental agencies – Institutions

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Industrial products

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Industrial marketing environment

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Industrial marketing environment

• Interace level

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Industrial marketing environment

• pu$lics

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Industrial marketing environment

•  The macroenvironment

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*ovt in2uence on the industrialmarketing environment

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#trategies or managing industrialmarketing environment