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.