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Table Of Contents

1.3.1 Product Exchange
1.3.2 Information Exchange
1.3.3 Financial Exchange
1.3.4 Societal Exchange
1.4 CHARACTERISTICS: INDUSTRIAL AND CONSUMER
MARKETING
Sr No. Bases Industrial Markets Consumer Markets
1.4.1 Market Characteristics
1.4.2 Product Characteristics
1.4.3 Buyer Behaviour
1.4.4 Channel Characteristics
Industrial Market Consumer Market
Producer
1.4.5 Promotional Characteristics
1.4.6 Price Characteristics
1.5 DEMAND IN INDUSTRIAL MARKET
1.5.1 Derived Demand
1.5.2 Joint Demand
1.5.3 Cross-Elasticity of Demand
1.6 SUMMARY
1.7 QUESTIONS FOR DISCUSSION
References:
LESSON NO. 2: INDUSTRIAL MARKET
STRUCTURE
2.1 INTRODUCTION
2.2 TYPES OF INDUSTRIAL CUSTOMERS
2.2.1 Commercial Enterprises
2 Industrial Distributors and Dealers
al
2.2.3 Original Equipment Manufacturers (OEMs)
2.2.4 Users
2.2.5 Government Customers
2.2.6 Institutions
2.2.7 Cooperative Societies
2.3 INDUSTRIAL PRODUCTS AND SERVICES
2.3.1 Materials and Parts
Capital items
2.3.3 Supplies and Services
2.5 PURCHASING PRACTICES OF INDUSTRIAL CUSTOMERS
2.5.1 Purchasing in Commercial Enterprises
3.1 INTRODUCTION
3.2 PURCHASING OBJECTIVES OF INDUSTRIAL BUYER
Delivery and availability of goods and services
Product quality
Lowest price of the product
Services
Supplier relationship
3.3 PURCHASING ACTIVITIES OF INDUSTRIAL BUYERS
Recognition of Need of Industrial Buyer
3.3.2 Determination of the Characteristics and Quantity of Needed
Product
3.3.3 Development of Specification of Needed Product
3.3.4 Search the Qualified Potential Suppliers
3.3.5 Obtaining and Analysing Supplier Proposals
3.3.6 Evaluation of Proposals and Selection of Suppliers
3.3.7 Routine Order Selection
3.3.8 Performance Feedback and post-purchase Evaluation
3.4 BUYING SITUATION TYPES
3.4.1 New Purchase
3.4.2 Change in Supplier
3.4.3 Repeat Purchase
3.5 DECISION MAKING UNIT
3.5.1 Initiators
3.5.2 Buyers
3.5.3 Users
3.5.4 Influencers
3.5.5 Deciders
3.5.6 Gatekeepers
3.6 KEY MEMBERS IN BUYING ORGANISATION
Top Management
Technical Persons
Purchasers
Accounts/Finance Persons
Marketing People
3.7 MODELS OF ORGANISATIONAL BUYING BEHAVIOUR
The Webster and Wind Model
3.7.2 The Sheth Model
3.8 MODERN PURCHASING ACTIVITIES
3.8.1 Just-in-Time (JIT)
3.8.2 Single Sourcing
3.8.3 Value Analysis
3.8.4 Purchase Committee
3.9 SUMMARY
3.10 QUESTIONS FOR DISCUSSION
UNIT-II
Strategic Industrial Marketing (S.T.P.) - Marketing Information Systems
The basic objective of this chapter is :
Marketing planning - the link with strategic planning
The objective of a strategic plan is to set the direction of a business and
create its shape so that the products and services it provides meet the
overall business objectives
Industrial Marketing
Strategy in India
Strategic Planning In The Industrial Market
Functional Isolation
Functional Conflict
What is a Market?
Developing a Target
Market Strategy
1. Selecting Target
Markets by Analyzing
Demand
2. Targeting The
Market
ii. Multi-segment strategy (or also called as differentiated marketing
strategy)
POSITIONING
Marketing Information
Downsizing reduces the number of employees. Real time information systems
Information technology (IT)
Micro Marketing (Database marketing)
Relationship Marketing...one-to-one...long-term
Evaluating the Markets
and Sales Forecasting
Developing Sales
Forecasts
Future
Marketers will look at the sales potential of a customer (LCV) for all its
products as opposed to the market of one product with the use of
Marketing Research
Introduction
Definition:
1. Defining and Locating the problem
2. Assess the decision factors
4. Collect Relevant Information
Developing Hypothesis
5. Find a Solution
6. Evaluate the results
Solution
Group Projects
UNIT—III
INDUSTRIAL MARKETING
Learning Objectives:
CONTENTS:
b) Manufactured Materials & Component Parts: Manufactured Materials &
Industrial Product Life Cycle & Strategies
Marketing strategies for Industrial Products at different stages of PLC
Factors responsible for the success and failure of new industrial products:
The Success factors for the new Industrial Products:
Pricing of Industrial Products:
Pricing environment:The relationship between buyer, seller and competitor
Characteristics of Industrial Prices: Morris has identified seven
Percentage change in quantity demanded
Price elasticity of demand: ---
Percentage change in Price
Conditions determining Price elasticity of demand: The Demand is likely to
III.Cost-benefit Analysis:
Classification of Costs/Types of Costs:
Cost Elements Descriptions
Introductory Stage Pricing Strategy: There are two pricing strategies
Leasing:
3. The sale and lease back transaction: The sale and lease back transaction
Discussion questions:
UNIT IV
FORMULATING CHANNEL STRATEGIES AND PHYSICAL
CHANNEL DESIGN AND MANAGEMENT
1. INTRODUCTION
3. CHANNEL DESIGN PROCESS:
Channel Design Process
Fig: Steps involved in channel design process
b. Establishing channel objectives:
c. Considering channel constraints:
d. Listing channel tasks:
e. Identifying channel alternatives:
f. Evaluating alternate channels:
4. CHANNEL MANAGEMENT DECISIONS:
Selecting the intermediaries:
Motivating the channel members:
Managing Channel Conflicts:
Evaluating Channel Performance:
5. LOGISTICS
Logistical management
Materials Management
Marketing Logistics
Fig: The Industrial Logistics System
Physical Distribution (Marketing Logistics)
S.No Tasks Key aspects
SELF-ASSESSMENT QUESTIONS
REFERENCES:
DISTRIBUTION DECISIONS
CHANNELS OF DISTRIBUTION
1. INTRODUCTION:
2. OBJECTIVES:
3. THE NATURE OF INDUSTRIAL DISTRIBUTION CHANNEL:
Fig: Industrial Marketing Channel (with various levels)
4. THE STRUCTURE OF INDUSTRIAL CHANNEL:
g. Direct Channel Structures:
b. Indirect Channel Structures:
Fig: The Industrial Channel Structure
c. Types of Industrial Middlemen:
e. The Functions and Responsibilities of Distributors:
f. Reasons Industrial Customers prefer Distributors
g. Manufacturer and Distributor – Partners in progress
SUMMARY
PROMOTIONAL STRATEGIES FOR INDUSTRIAL GOODS AND
SERVICES
SALES PROMOTION, PUBLICITY AND PUBLIC RELATIONS,
INTRODUCTION
NEED FOR SALES PROMOTION
METHODS OF SALES PROMOTION
PUBLICITY
PUBLIC RELATIONS:
DIRECT MARKETING
SELF ASSESSMENT QUESTIONS
PERSONAL SELLING
ADVANTAGES AND DISADVANTAGES OF PERSONAL SELLING
SELLING PROCESS AND THE ROLE OF SALESPERSON
1. Prospecting:
2. Communicating:
3. Handling Objections:
(4) Selling:
5. Servicing:
QUALITIES OF SUCCESSFUL SALESPERSON:
SALES FORCE MANAGEMENT
1. Selecting of sales personnel:
2. Training:
Fig: Training class for sales people
3. Supervision:
6. Expense Control:
DEPLOYMENT OF INDUSTRIAL SALES FORCE
Industrial Selling Environment:
Deciding on the size of the sales force:
Designing the sales territory:
Organizing and allocating of Sales Force:
Sales Resource Opportunity Grid
Fig: Sales Resources Opportunity Grid
Dyadic Interaction
SUMMARY:
SELF_ASSESSMENT QUESTIONS
ADVERTISEMENT
OBJECTIVES:
INDUSTRIAL COMMUNICATION PROGRAM:
Advertising Sales
Public
Relations and
Direct
Personal
ROLE OF ADVERTISING IN INDUSTRIAL MARKETING
OBJECTIVES OF ADVERTISING:
EFFECTIVENESS OF ADVERTISING:
LIMITATIONS OF INDUSTRIAL ADVERTISING
Unit V
THE CONCEPT OF STRATEGY
Strategy
FORMULATING STRATEGY
Preliminary Analysis
Choice of strategy components
FORMULATING CHANNEL STRATEGY
CONDITIONS INFLUENCING CHANNEL STRUCTURE
RELATIONSHIPS IN THE INDIRECT CHANNEL
SETTING THE PRICE
FACTORS AFFECTING PRICE SENSITIVITY
SELECTING A PRICING METHOD
DISCRIMINATORY PRICING
PRODUCT-MIX PRICING
PROMOTIONAL STRATEGY
THE USE OF ADVERTISING IN THE INDUSTRIAL MARKET
INDUSTRIAL ADVERTISING MEDIA
DEVELOPING THE INDUSTRIAL PROMOTIONAL PROGRAM
Keep the Message to Important Specifies. Many industrial advertisers attempt to
Short Stories. While research has shown that only a small percentage of
Audience Participation. Audience participation is a unique way to get readers
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Published by: Nawal Chauhan on Apr 01, 2011
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