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Industrial Marketing
Prepared By
Manu Melwin Joy
Assistant Professor
SCMS School of Technology and Management
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com
Kindly restrict the use of slides for personal purpose.
Please seek permission to reproduce the same in public forms and presentations.
Industrial Marketing
• Industrial marketing (B2B) is
the marketing of goods and
services by one business to
another. Industrial goods are
those an industry uses to
produce an end product from
one or more raw materials.
Industrial marketing - Manu Melwin Joy
Examples
• An organization seeks
to split the work
between the two
firms based on an
evaluation of each
firm's capabilities.
Industrial marketing - Manu Melwin Joy
Examples
• A sales representative
makes an appointment
with an organization that
employs 22 people. He
demonstrates a
photocopier/fax/printer
to the
office administrator.
Industrial marketing - Manu Melwin Joy
Main Features
• Marketing is one-to-one
in nature. It is relatively
easy for the seller to
identify a prospective
customer and build a
face-to-face
relationship.
Industrial marketing - Manu Melwin Joy
Main Features
• Highly professional and
trained people in buying
processes are involved.
In many cases, two or
three decision makers
must approve a
purchase plan.
Industrial marketing - Manu Melwin Joy
Main Features
• Often the buying or
selling process is
complex, and includes
many stages.
Industrial marketing - Manu Melwin Joy
Main Features
• Selling activities involve
long processes of
prospecting, qualifying,
wooing, making
representations,
preparing tenders,
developing strategies,
and contract
negotiations.
Industrial marketing - Manu Melwin Joy
Industrial marketing - Manu Melwin Joy

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Industrial marketing - Manu Melwin Joy

  • 2. Prepared By Manu Melwin Joy Assistant Professor SCMS School of Technology and Management Kerala, India. Phone – 9744551114 Mail – [email protected] Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
  • 3. Industrial Marketing • Industrial marketing (B2B) is the marketing of goods and services by one business to another. Industrial goods are those an industry uses to produce an end product from one or more raw materials.
  • 5. Examples • An organization seeks to split the work between the two firms based on an evaluation of each firm's capabilities.
  • 7. Examples • A sales representative makes an appointment with an organization that employs 22 people. He demonstrates a photocopier/fax/printer to the office administrator.
  • 9. Main Features • Marketing is one-to-one in nature. It is relatively easy for the seller to identify a prospective customer and build a face-to-face relationship.
  • 11. Main Features • Highly professional and trained people in buying processes are involved. In many cases, two or three decision makers must approve a purchase plan.
  • 13. Main Features • Often the buying or selling process is complex, and includes many stages.
  • 15. Main Features • Selling activities involve long processes of prospecting, qualifying, wooing, making representations, preparing tenders, developing strategies, and contract negotiations.