FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

Industrial Marketing


UNIT-I
Industrial Marketing: concept, nature and scope of industrial marketing; Difference between industrial and
consumer marketing; Economics of industrial demand; understanding industrial markets and environment: Types
of industrial customers, Classification of industrial products, Marketing implications for different customers and
different product types, Purchase practices of industrial customers, Environmental analysis in industrial marketing.
UNIT-II
Organisational Buying and Buyer behaviour: Buyer motives, Phases in industrial buying decision process, Types
of buying situations, Interpersonal Dynamics of industrial buying behaviour, Buyer-Seller relationship, Models of
industrial buying behaviour, Industrial Marketing Research process; Industrial market segmentation, target
marketing and positioning.
UNIT-III
Product Strategy: Meaning and Concept of an industrial product, Determinants of product mix, Industrial Product
Life Cycle and strategies, New product development process; Marketing strategies for product related services
and pure services; Industrial pricing decisions: Factors influencing pricing decisions, Pricing strategies, Pricing
methods.
UNIT-IV
Industrial distribution channels and marketing logistics: Distinctive nature of industrial distribution channels,
Factors affecting the nature of industrial channels, Role of intermediaries, Types of industrial intermediaries,
Channel design decisions, Role of logistics and customer services in industrial marketing, Major
components/Major decision areas of logistics, Total cost approach; Industrial marketing communication: Role of
personal selling and direct marketing in industrial marketing, Personal selling process, Importance of advertising,
and sales promotion in industrial marketing, Sales force management, Strategic planning, Implementing and
Controlling in industrial marketing