Industrial Marketing notes – University notes

INDUSTRIAL MARKETING

SUBJECT CONTENT

INDUSTRIAL MARKETING SYSTEM: CONCEPT AND CHARACTERISTICS

  • The concept of industrial marketing
  • Characteristics: industrial and consumer marketing
  • Demand in industrial market
  • Self-test questions
  • Answers to Self-test questions

INDUSTRIAL MARKET

  • Types of industrial customers
  • Industrial products and services
  • Marketing implications for different customer and product types
  • Purchasing practices of industrial customers
  • Self-test questions
  • Answers to Self-test questions

INDUSTRIAL BUYING BEHAVIOUR

  • Purchasing objectives of industrial buyer
  • Purchasing process of industrial buyers
  • Buying situation types
  • Decision making unit
  • Key members in buying organisation
  • Models of organisational buying behaviour
  • Modern purchasing activities
  • Self-test questions
  • Answers to Self-test questions

SEGMENTATION, TARGETING AND POSITIONING IN INDUSTRIAL MARKETS

  • Segmentation of industrial markets
  • Bases for
  •  segmenting industrial markets
  • Supplier segmentation
  • Targeting in industrial markets
  • Positioning in industrial markets
  • Self-test questions
  • Answers to Self-test questions

PRODUCT DECISIONS IN INDUSTRIAL MARKET

  • Classification of industrial products
  • New product development
  • Product life cycle
  • Product life cycle strategies
  • Factors leading to success or failure of industrial
  • Self-test questions
  • Answers to Self-test questions

PRICING DECISIONS FOR INDUSTRIAL PRODUCTS

  • Characteristics of industrial prices
  • Factors influencing pricing decisions
  • Pricing strategies
  • Self-test questions
  • Answers to Self-test questions

FORMULATING CHANNEL STRATEGIES AND PHYSICAL DISTRIBUTION DECISIONS

  • Channel design process
  • Channel management decisions
  • Logistics
  • Self-test questions
  • Answers to Self-test questions

PROMOTION DECISIONS FOR INDUSTRIAL PRODUCTS

  • Promotion objectives
  • Promotional mix
  • Designing effective promotional strategies
  • Self-test questions
  • Answers to Self-test questions

 

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