Industrial Marketing

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Details

Chapter Code: IMC01

Textbook:
Pages : 316; Paperback;
210 X 275 mm approx.
Suggested Case Studies

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Introduction to Industrial Marketing : Chapter 1

This chapter introduces the reader to the basic concepts of industrial marketing which will guide the reader through the textbook.

It opens with the evolution and definition of industrial marketing. It further brings out the differences between industrial marketing and consumer marketing to give the reader an overview.

The chapter then discusses different external environments that can possibly affect the business operations of the industrial marketer.

Finally, the responsibilities of the industrial marketing manager across all functions of management, from a marketing viewpoint, are described.

Chapter 1 : Overview

Industrial Marketing and Industrial Markets
Defining Industrial Marketing
Understanding Industrial Marketing

Industrial Marketing vs. Consumer Marketing
Product Characteristics
Buyer Behavior
Channel Characteristics
Communication Process

The Industrial Marketing Environment
Technological Environment
Customer Environment
Competitive Environment
Legal/ Regulatory Environment
Economic Environment

Responsibilities of the Industrial Marketing Manager
Planning
Coordination and Execution
Control