Module 1

Module 1:
Dimensions of Industrial Marketing:
Nature of Industrial Marketing:

Industrial marketing Vs. Consumer Marketing,

Economics of Industrial Demand
The resellers market
The industrial Marketing concept,

Understanding Industrial markets:

Types of Industrial markets,
Classifying Industrial Products,
Organizational Procurement Characteristics

The Industrial Marketing Environment:

Environment effect on industrial Market with
special reference to government Rule.

DEFINITION
INDUSTRIAL MARKETING consists of all
activities involved in the marketing of
products and services to organizations
CONSUMER MARKETING is marketing
of products and services to individuals,
families and households.

ECONOMICS OF INDUSTRIAL DEMAND

DERIVED DEMAND
JOINT DEMAND
CROSS ELASTICITY OF DEMAND

RESELLERS MARKET
Reseller market consist of industrial dealers or
distributors whose main goals are profits and
sales volume.
Can be exclusive dealers or inclusive of
competitor dealers

INDUSTRIAL MKTG CONCEPT

ORIENTATION
PRODUCT
SALES

CHARACTERISTICS OF
ORGANIZATIONAL PROCUREMENT
Commercial enterprises: Multiple influencers,
Technical sophistication-value analysis
Government units : Widely dispersed markets,
complicated procurement laws,
Understanding government contracts
Institutional purchasing: somewhere between
the above two
Resellers: see resellers slide