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Industrial Marketing Concepts Archives - Page 6 of 6 - MBA Knowledge Base

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

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

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

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

Power Equations of Distribution Channels

The use of power by individual channel member to affect the decision making or the behavior of other is the mechanism by which congruent and effective roles become specified, roles become realigned, when necessary and appropriate role performance is enforced.

There are a number of power equations that may be available to one channel member in his attempt to influence the other and vice versa.

1.   Reward power

2.   Coercive power

3.   Legitimate power

4.   Referent power

5.   Expert power

Let us discuss these power equations one by one;

1. Reward power: This refers to the capacity of one channel member to reward other if the latter conforms the influence of the former.… Read the rest