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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
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