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