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Industrial Marketing Basics

Industrial Marketing Basics

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Published by dharmeshduva

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Categories:Types, School Work
Published by: dharmeshduva on Sep 09, 2010
Copyright:Attribution Non-commercial

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06/14/2013

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INDUSTRIAL MARKETING
BASIC CONCEPT
 
HOW
 
WO
ULD Y
O
U DEFINE ACUST
O
MER
The customer is difficult to understand, fickle,changeable & complex beast who does notbehave according to engineering equationsor even in accord with tradition & history allthe time.
To understand the customer & his needs isnot all that simple as it may sound.
 
The customer is an organization rather than an individual.
Lets have a look at some of the common characteristics of industrial marketing owing to the above mentioned factor.
Price biddings are common.
More people are involved in buying decision.
There are fewer customers, often geographically concentrated.
More discounts are offered.
Longer & more complex buying process, that requires patience.
Personal selling is preferred over advertising.
Marketing research is more difficult.
 A major customer can have a strong bargaining position, placingthe marketer in a vulnerable position.

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