utf-8 industrial marketing[2]
TRANSCRIPT
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INDUSTRIAL MARKETING
Prakash Sathaye
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WHAT IS INDUSTRIAL OR
BUSINESS MARKETING?
Marketing to Business Markets
Products required by Business Markets
B2B Marketing Products, Services and Solutions used for
manufacturing other Products and
Services. Users are Corporate, Government and
Institutions
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KEY DIFFERENCES OF
INDUSTRIAL AND CONSUMER
MARKETS The decision making unit is far more complex inbusiness-to-business markets than in consumermarkets
Business-to-business products and their
applications are more complex than consumerproducts
Business-to-business marketers address a muchsmaller number of customers who are very much
larger in their consumption of products than isthe case in consumer markets
Personal relationships are of critical importancein business-to-business markets.
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PRODUCT CLASSIFICATION
Entering Goods
Raw Material
Parts
Foundation Goods Installation
Accessory
Facilitating Goods Supplies
Services
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PRODUCT CHARACTERISTIC
Complexities
Design
Standards
Inspection
Approvals
Volumes
Customization
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BUYER BEHAVIOUR
DMU
Buyer Seller Relationships
Concentration of Buyers Complex Buying Process
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COMMUNICATION PROCESS
Personal Selling
Relationship Marketing
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ENVIRONMENT
Technology
Customers
Competition Regulatory
Socio Economic
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PRICING ENVIRONMENT
Relationship
Buyer
Seller
Competitor
Attributes
Product
Company
Sales Person
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PRICE PERSPECTIVE
Seller
Cost + Mark up
Buyer
Target Cost
Competitive
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PRICING PROCESS
Objective
Cost Benefit Analysis
Benchmarking Attributes Technical
Commercial
Demand Corporate Strategy
Legality
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MARKETING INTELLIGENCE
SYSTEM
Development
Stakeholders Feedback
Media Information
In-house Market Research Report Expert Agencies
Improvement
Training & Motivation Better Internal Communication
Marketing Research and Intelligence
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DEMAND
Derived
Source of Demand
New
Replacement
Elasticity
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DEMAND CHARACTERISTICS
Derived Demand
Joint Demand
Fluctuating Demand Simulation of Demand
Price Sensitivity
Oligopsony
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FACTORS INFLUENCING
INDUSTRIAL DEMAND
End User
Business Conditions
Financial Condition Demand Curves
Marketing Efforts
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ROLE OF INDUSTRIAL
MARKETING MANAGER
Relationships with Intra Company
Management Functions
Planning
Coordination & Execution
Control
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ROLE OF A MARKETER
Link between Buyer and Seller
Provides Customers view point
Represents Company to Client and vice-versa
Manages Self, Client and Competition
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MANAGING SELF
Product Knowledge
Awareness of Macro & Micro Environment
Awareness of SWOT Clarity of Negotiations
Leadership & Motivation skills
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MANAGING CLIENT
Understand Buyer Behaviour
Communication Process
Satisfy Consumer Needs & Wants
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MANAGING COMPETITION
Generate Information on Competitors
Benchmarking
Develop Information Sources