industrial marketing


Also found in: Wikipedia.

industrial marketing

the MARKETING of goods and services to INDUSTRIAL BUYERS. The major characteristics of industrial marketing are that:
  1. industrial buyers tend to be fewer and possess greater bargaining power than final consumers;
  2. DISTRIBUTION CHANNELS tend to be more complex, with more intermediate steps in production, wholesaling and retailing than for consumer goods;
  3. the sales force in most cases needs to have a detailed technical knowledge of the products/services in which they are dealing because of the generally greater complexity of industrial products;
  4. PERSONAL SELLING plays a greater role in marketing industrial products and sales representatives have to make more pricing decisions on discounts and spend more time demonstrating products and dealing with technical queries;
  5. the PROMOTIONAL MIX for industrial goods tends to be different from that for consumer goods, with little use of MASS ADVERTISING MEDIA and greater emphasis on PERSONAL SELLING and on targeted advertising through trade/professional journals, industrial directories, direct mail, and samples and brochures. See BUYER BEHAVIOUR.
References in periodicals archive ?
Muscat, Sept 9 (ONA) The Public Establishment for Industrial Estates (PEIE) will organize next Tuesday at Grand Hyatt Muscat Hotel a seminar on "Industrial Marketing Skills" as part of a programme of the Omani Manufacturers Group.
"We know, in discussions we've had with companies that are not getting their product on time, that this is a viable solution," says John Febbraro, the city's industrial marketing director.
The contribution includes developing a multi-modal Web site as part of the city's industrial marketing program.
Director of Industrial Marketing for Permatex, Bruce Hanson, noted, "We expect to be very successful, Permatex is a great brand with well known high performance products.
Personal selling is 90% of the industrial marketing effort and the hallmarks of effective personal selling are strong sales management, strong account management and knowledge-based pricing.
The first issue of a new journal, devoted to business and industrial marketing, was originally scheduled for 1985.
Robert Grayson and Peter LaPlaca (the founding publisher and editor) felt that, historically, business and industrial marketing had trailed behind [TABULAR DATA FOR TABLE I OMITTED] consumer marketing.
and Marketing) and Lesley Whiteman Social Media to launch a new joint platform - designated The Industrial Marketing Agency.
Explained Ian Deavin - “The industrial sector is a highly specialised area and opportunities for promotion free at the point of publication have grown out of all recognition so that we felt this was an excellent time to recognise those factors and offer our expertise through The Industrial Marketing Agency as a dedicated group.”
Marie Economic Development Corp.'s director of industrial marketing.
welcomes Bernard Martin, founder of Rapid Production Marketing to enlighten their readers of "Industrial Marketing Muse" by contributing guest posts beginning in December and continuing over the following months.
Spectrum's sudden departure in no way represents a setback to the city's industrial marketing strategy, which includes bringing in value-added businesses in the aeronautics sector, according to Tom Hernden, the Sault's economic development officer.

Full browser ?