Industrial Marketing Strategy

Publicity and Public Relations in Industrial Marketing

Publicity

When any significant news about a product is made known to the people through a published medium like radio, television, newspaper or otherwise, such kind of act is known is publicity. Publicity has very high  credibility in the eyes of organizational buyers as the sponsor does not  pay anything for publicity and it is not a part of any promotional program.  It is the least costly promotional alternative available for the company  that is very effective. Publicity helps to generate sales leads and  improves relationship with customers. Technical articles published in  trade journals about a company or products with the identity of authors  (such articles are called as signed articles) improve the image of the  company and the products.… Read the rest

Abey Francis

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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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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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

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