Nature of Industrial Marketing,Industrial Marketing vs. Consumer Marketing, Economics of Industrialdemand – The Resellers Market – The Industrial Marketing Concept,Understanding Industrial Markets, Types of Industrial Markets, ClassifyingIndustrial Products, Organizational Procurement Characteristics – TheIndustrial Marketing Environment, Environmental effect on Industrial Marketwith special reference to Government rule.
Organisational buying Activity, Buyingmodels and buying centre concept, Inter Personal Dynamics of IndustrialBuying Behavior, Roles of Buying centre, Conflict Resolution in DecisionMaking Ethics in Purchasing
Choosing Target Segments, Positioning,Differentiated and Un-Differentiated Markets, Concentrated and NicheMarkets, Positioning Strategies, Difference between Industrial MarketResearch and Consumer Market Research
Developing Product Strategy, AnalyzingIndustrial Product Life Cycle, Developing Strategies for new and existingproducts Business Service Marketing: Special Challenges
Industrial Distributor, Definition,Geographical Distribution, Size Characteristics, operating characteristics,Role of Sales Agent and their drawbacks, choice of the right Distributors,Participation of other Channel Members in Industrial Distribution- ChannelLogistics- Relationship of Logistics & Physical Distribution, Total Costapproach customer service, assessing the customer service, Identifying thecost centers.
Price Determinants, Factors that Influence the PricingStrategies, concept of learning curves, Pricing Strategies, CompetitiveBidding, Leasing
Advertising in Industrial Markets, uses,Message Formulation, policies, media ,budgetary support, evaluation ofadvertising- sales Promotion- Use of Sales Promotion in Industrial Markets,trade shows and exhibitions B 2 B Forms of E-Commerce
Managing the Industrial Sales Force,Organizing and controlling the industrial sales force activity, planning for thesales force Deployment. Personal Selling: Selecting and Recruitment ofIndustrial sales person, sales training, Directing, Motivating, TaskAssignment, Compensation, Measuring the Effectiveness of Sales Force.Relationship Sales and Marketing, Four forms of Seller Roles (6 Hours)Case studies in Indian context only (4 Hours)