B 2 B ppt first module

1. Industrial Marketing Industrial Marketing is the marketing of goods & services to organizations including commercial enterprises, government and other profit & non-profit institutions for use in the goods & services they in turn produce for resale to other customers or to facilitate the operation of their enterprise

2. Industrial Vs Consumer Marketing Market Structure IM- Few, large buyers who are geographically concentrated CM- Mass markets that are geographically dispersed Buyer Behavior IM- Rational, Functional, Technical Expertise, Interpersonal Relations & Reciprocity CM- Family Involvement, Social/Psychological Motives, Less Technical Expertise & Non Personal Relationships Decision Making IM- Distinct Observable Stages CM- Unobservable Mental Stages

3. Industrial Vs Consumer Marketing Products IM- Customized, Technical, Emphasis on Service, Delivery & Availability CM- Fairly Standardized Channels IM- Shorter, Fewer and more Direct SCM CM- Indirect and Multiple Promotion IM- Emphasis on Personal Selling CRM CM- Emphasis on Advertising Pricing IM- List Pricing, Bidding, Negotiations CM- MRP

5. Classification of Industrial Markets Industrial Markets Commercial Enterprises Government Institutions Users OEMs National State Local Profit Not for Profit

6. Classification of Industrial Products