Industrial Marketing

Industrial marketing, also known as business-to-business (B2B) marketing, is a branch of communications and sales that specializes in providing goods and services to other businesses, rather than to individual customers.

Factors Affecting the Structure of Industrial Channels

Industrial marketing channels are set of independent, external organisations involved in the process of marketing an  industrial  product available to  industrial  buyer. Marketing channels satisfy the demand of industrial buyers by supplying products  at the right place, in the exact quantity requirements and at correct price.

The factors influencing industrial channel structure are:
  • Type of market: If a manufacturer product can be sold only to the members of one or few industries, and the number of firms in each industry is small, direct distribution is profitable. On the other hand, if the market is horizontal, the product must be sold to buyers in many industries.
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Classification of Industrial Products

Industries are related to the raising, producing, processing or manufacturing of  products.  The industrial products can be classified into following:

Major  Equipment’s   This category includes large machines or other tools whose net purchase price are so great that expenditures for them are changed to capital account and not the current account. Major equipment is of two types:

  1. Multipurpose or standard machines which can be used by a no. of different industries or by many firms in the same industry.
  2. Single purpose machines are designed to perform one particular operation and no other.

Since the net price of major equipment is sometimes very high, its purchase may involve financial problem for the buyer.… Read the rest

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Industrial Sales Force Deployment

Deployment of Sales Force in Industrial Marketing involves taking certain decisions like what should be  the size of the saleDeployment of Sales Force in Industrial Marketing involves taking certain decisionss force, how the territory has to be designed, how the selling  effort has to be organized and allocated. Sales force play a vital role in industrial  marketing as they help in proliferation of marketing concept. Their ability to  negotiate in this field and their search for new ways of marketing the products  makes them the best people to judge the various alternatives methods as they  deal with potential customers. They have immense talent of negotiating and  coordinating with various departments and also the ability of effectively using  the exiting product in alternative ways.… Read the rest

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Managing the Industrial Sales Force

Sales force management is one of the important task for industrial  marketing managers where they take great care in selecting the right  personnel who can help them to increase their sales. They also give their  sales team proper product training, supervise their performance,  frequently motivate them by offering compensations, and at the same  time control the expenses incurred.

There are various steps that are involved in the industrial sales force  management.

1. Selection of Sales Personnel

Personal selling starts with selecting the salesperson who acts as the  representative of an organization. They help to create an image and  reputation of the company apart from increasing the sales by offering  various products and services to the industrial buyers.… Read the rest

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Personal Selling in Industrial Marketing

Personal selling is one of the oldest forms of promotion. It involves the  use of a sales force who orally communicates about the company’s  products or services to the potential buyers with an intention to make a  sale. Personal selling is the primary demand stimulating force in the  industrial marketer’s promotional mix. Its role is very dominant in  industrial markets because of less number of potential customers  present compared to the consumer markets and the large amount of  money purchases involved. As the cost per sale through personal selling  is too high, industrial marketers have to carefully manage and integrate  personal selling into organization’s marketing mix.… Read the rest

Abey Francis