B2B

Marketing
 Industrial Sectors

• Cement/Construction
• Steel/Aluminum/Copper
• Coal
• Automobiles
• Chemicals & Pharma
• Textiles
• RMG
• Oil & Gas
• Pumps/Bearings/Boilers
• Power Gen-sets/Turbines
Industrial Vs Consumer Marketing- Characteristics Differences
Industrial Market Consumer Markets
Market Geographically Concentrated Geographically dispersed
Structure -Relatively fewer buyers -Mass markets

Products -Technical complexity -Standardized

-Customized -Service, Delivery and
-Service, Delivery, Availability Availability somewhat
very important important
Buyer -Functional involvement -Family involvement
behavior -Technical expertise -Less Technical expertise
Interpersonal relationship Non personal
relationship
Decision Distinct, observable stages Unobservable,mental stages
making
Industrial Vs Consumer Marketing- Characteristics Differences

Industrial Market Consumer Markets

Channels -Shorter, more Indirect,multiple linkages
direct,fewer linkages
Promotion Emphasis on personal Emphasis on advertising
selling
Price Competitive bidding, List prices
negotiations,
-List prices on standard
items

Installation, -Technical Expertise -No need

Customer Training -High service -Not very high expectation
expectation
 Classification of Business Goods and Services

Type Examples

Major Equipments Machinery,Machine Tools,Robots

Accessory Equipment Office Equipment,PC,Printers,fire Extinguisher

Process Material Cement,Plastic,Chemicals,steel

Maintainance,Repair & operating Paint,bearing,filters,lubricating oils,grease

(MRO)Supplies

Business services Market research,consullting,Banking,Insurance

Fabricated ,component parts Spark plugs,switches

Raw materials Resins,iron ore,

 B2C,B2B and B2G
Dell

B2C B2B B2G

Customers-Individuals Business - Government

& Households - Global -Central

- Large Corporations -State
- SME -Local
Selected Products
PC’s
PC’s Enterprise Storage
Printers Servers
AMC Complex service offerings