MARK20100 Lecture Notes - Lecture 9: Industrial Marketing, Nonperson, Personal Selling
Document Summary
Types: p p: producer sells to producer. *industrial marketing = marketing to producer: p w c: marketing to distributers: producers sell to wholesalers sells to retailer sells to consumer. All doing consumers marketing but also business to business marketing. Quality design, features: promotion, price. Consumer might care about style but industrial doesn"t care about style but design. Extent of assortment variety across product categories: because industrial likes to do business with customer or supplier who can satisfy multiple needs. Ex: training to personnel, spare parts availability, maintenance advice, repair service. Avoid price competition lower price, cutting price because so easy for competitors to match because would just keep lowering price. Industry demand usually not very elastic for industrial products, unlike consumer products: because in industrial markets, they buy what they need. A really big deal: *trade show = product exhibition to show off their products.
