Industrial marketing - Manu Melwin Joy

Industrial Marketing

Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

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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.