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Industrial Marketing
Chapter I
Nature of Industrial Marketing
1.1 Introduction
1.2 Industry Classification
1.3 Industrial Demand
 
1.3.1 Derived Demand
1.3.2 Joint Demand
1.4 Cross-elasticity of Demand
1.5 Industrial Marketing Vs Consumer Marketing
1.6 The Major Factors of Differences Between Consumer Marketing and Industrial Marketing
 
1.6.1 Market Characteristics
1.6.2 Product Characteristics
1.6.3 Buyer Behaviour
1.6.4 Channel Characteristics
1.6.5 Promotional Characteristics
1.6.9 Price Characteristics
  Summing Up
  Self-assessment
 
Chapter II
Understanding the Industrial Market
2.1 Industrial Market
2.2 Important Features of the Industrial Market
2.3 Need for Understanding Industrial Markets
2.4 Industrial Customers
2.5 Classification of Industrial Products and Services
2.6 Industrial Products can be Broadly Classified into Three Groups
 
2.6.1 Materials and Parts
2.6.2 Capital Items
2.6.3 Supplies and Services
2.7 Industrial Purchasing System
 
2.7.1 Commercial Enterprises Purchasing System
2.7.2 Government Purchase System
2.7.3 Institutional Purchasing
2.7.4 Purchasing in the Resellers’ Market
2.7.5 Purchasing in Co-operative Societies
  Summing up
  Self-assessment
 
Chapter III
Industrial Marketing Environment
3.1 Introduction to the Industrial Marketing Environment
3.2 Business Environment
3.3 Factors Influencing the Industrial Marketing Environment
 
3.3.1 Micro-environmental Factors
3.3.2 Macro- environmental Factors
3.4 Managing the Industrial Marketing Environment
 
3.4.1 Independent Strategies
3.4.2 Co-operative Strategies
3.4.3 Strategic Planning
  Summing up
  Self-assessment
 
Chapter IV
Industrial Buying and Buying Behaviour
4.1 Introduction
4.2 Purpose of Industrial Buying
4.3 The Industrial Buying Decision Process
4.4 Buying Centre
 
4.4.1 Buying Centre Roles
4.4.2 Important Members of the Buying Centre
4.5 Major Buying Decisions taken by Business Buyers
  Summing up
  Self-assessment
 
Chapter V
Industrial Market Segmentation, Targeting and Positioning
5.1 Introduction
5.2 Market Segmentation
5.3 Benefits of Market Segmentation
5.4 Limitations of Market Segmentation
5.5 Requirements for Effective Segmentation
5.6 Macro and Micro Segmentation
 
5.6.1 Macro Segmentation
5.6.2 Micro Segmentation
5.7 Target Market
5.8 Evaluation of Market Segmentation
5.9 Selecting the Target Segments
5.10 Target Market Strategies
5.11 Niche Marketing
5.12 Positioning
 
5.12.1 Positioning Strategies
5.12.2 Types of Positioning
5.12.3 Communicating the Company’s Positioning
  Summing up
  Self-assessment
 
Chapter VI
Industrial Product Decisions
6.1 Introduction
6.2 Factors- For change in Product Strategy
6.3 Marketing Strategies During the Different Stages of Product Lifecycle
6.4 New Product Development
 
6.4.1 Steps in New Product Development
6.5 Marketing of Industrial Services
6.6 Classification of Industrial Services
 
6.5.1 Unique Characteristics of Services
6.7 Marketing Strategies for Industrial Service Firms
 
6.7.1 Service Differentiation
6.7.2 Service Pricing
6.7.3 Service Promotion
6.7.4 Service Distribution
  Summing up
  Self-assessment
 
Chapter VII
Industrial Pricing
7.1 Introduction
7.2 Characteristics of Industrial Prices
7.3 Factors Affecting Pricing
7.4 Industrial Pricing Policies
7.5 Key Terms Associated with Pricing
7.6 Geographical Pricing
7.7 Taxes and Levies
  Summing up
  Self-assessment
 
Chapter VIII
Industrial Distribution Channels
8.1 Introduction
8.2 Factors Affecting the Nature of Industrial Channels
8.3 Classification of Industrial Intermediaries
8.4 Manufacturer’s Representatives
8.5 Industrial Distributors or Dealers
8.6 Functions of Distributing Channels
8.7 Factors Influencing Channel Design
8.8 Control Channel Conflicts
8.9 Logistics Management
 
8.9.1 Logistics and Physical Distribution
8.9.2 Contribution of Marketing Logistics
8.9.3 Logistics Management to Supply Chain Management (SCM)
8.10 Legal Issues in Channel Management
  Summing up
  Self-assessment
 
Chapter IX
Industrial Marketing Communication
9.1 Introduction
9.2 Communication Mix
9.3 Developing the Industrial Communication Programme
9.4 Role of Industrial Advertising
9.5 Role of Sales Promotion, Publicity and Direct Marketing
  Summing up
  Self-assessment
 
Chapter X
International Industrial Marketing
10.1 Introduction
10.2 Choosing the International Market
10.3 Entry Strategies for the International Market
10.4 Fairs and Trade Shows
10.5 Tie-up with Larger Company
10.6 Tie-up with a Local Company
10.7 Licensing and Franchising
10.8 Packing and Shipping
  Summing up
  Self-assessment
 
Chapter XI
Managing the Personal Selling Function
11.1 Introduction
11.2 Importance and Advantages of Personal Selling
11.3 Merits of Personal Selling
11.4 Limitations
11.5 The Selling Process
11.6 Management of the Sales Force
 
11.6.1 Recruitment and Selection
11.6.2 Training
11.6.3 Supervision and Motivation
11.6.4 Developing
11.6.5 Compensation 
11.6.6 Evaluation and Control
  Summing up
  Self-assessment
 
Chapter XII
E-Business
12.1 Introduction
12.2 E-Commerce
12.3 Important Parts of E-commerce
12.4 Business to Business Forms of E-commerce
 
12.4.1 The Inter-organisational System
12.4.2 Electronic Markets
12.4.3 Supervision and Motivation
12.4.4 Developing
12.4.5 Compensation 
12.4.6 Evaluation and Control
12..5 Marketing Strategy for the Electronic Marketplace
  Summing up
  Self-assessment
 
Case
1 Kirloskar Electric Company Limited
2 Mahindra and Mahindra
3 Star Engineering Company Limited
4 ABC Company
5 Salesman’s Dilemma
6 Watts and Volts Limited
7 Knocking at a Closed Door?
8 Raasi Cements
9 The Equations
10 Intel
11 Metal Products India Limited
12 XYZ Photocopier Company
 
 
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