The Course is Designed for Executives, Managers, General Managers and Business Entrepreneurs / Owners who are engaged in manufacturing or supplying Industrial Products to their relevant process industries.
The course is also beneficial for the learners who have just completed their graduations and would like to join industrial marketing field and the professionals who are already working in Industrial Marketing departments but would like to extend their skills in order to implement advanced industrial marketing strategies.
The content of course is presented in details in order to provide knowledge about multiple factors involved in the Industrial Marketing and the learner can refer to the content in details as and when required in their practical career.
Industrial Marketing, also known as business-to-business (B2B) marketing. The industrial products and services are classified into three broad groups:
Materials and Parts, Capital Items, Supplies and Services
This course provides learners the in-depth knowledge about Industrial Marketing System Concept and Characteristics, Industrial Markets, Industrial Buying Behavior, Strategic Industrial Marketing, Marketing Research, Industrial Products and Services, Pricing of Industrial Products, Channel Design and Management, Channels of Distribution, Sales Promotion, Publicity, Public Relations, Direct Marketing, Personal Selling, Advertisement and The Concept of Strategy.
Chapter 1) Industrial Marketing System: Concept and Characteristics
The Concept of Industrial Marketing, Definition of Industrial Marketing, Market Characteristics, Product Characteristics, Channel Characteristics, Promotional Characteristics, Price Characteristics, Demand in Industrial Market
Chapter 2) Industrial Market
Types of Industrial Customers, Industrial Products and Services, Purchasing Practices of Industrial Customers, Purchasing in Commercial Enterprises, Purchasing in Government Units, Institutional Purchasing, Purchasing in the Reseller’s Market, Purchasing in Cooperative Societies
Chapter 3) Industrial Buying Behavior
Purchasing Objectives of Industrial Buyer, Supplier Relationship, Purchasing Activities of Industrial Buyers, Buying Situation Types, Decision Making Unit, Key Members in Buying Organization, Models of Organizational Buying Behavior, Modern Purchasing Activities
Chapter 4) Strategic Industrial Marketing
Origins of Business Marketing, Business Marketing vs. Consumer Marketing, Who is the Business Marketing Customer?, Marketing Planning – the link with Strategic Planning, What’s driving growth in B-to-B, Industrial Marketing Strategy, Strategic Planning In the Industrial Market, Functional Isolation, Alleviating Conflict, What is a Market?, Developing a Target Market Strategy, Marketing Information, 3 key elements link the organization to its customers, Evaluating the Markets and Sales Forecasting a part of marketing information
Chapter 5) Marketing Research
Definition of Marketing Research, Marketing Research Process, Defining and locating the problem, Collecting Relevant Information
Chapter 6) Industrial Products and Services
Types of Industrial Goods and Services, Definition of an Industrial Product, Types of Industrial Product Lines, Industrial Product Life Cycle & Strategies, Marketing Strategies for Industrial Products at different stages of PLC (Product Life Cycle), Factors responsible for the success and failure of new industrial products, Technology Adoption Life Cycle (TALC), The Success factors for the new Industrial Products, Product Strategies for Existing Products, Product Evaluation Matrix, Perceptual Mapping Technique, Choice of Product Strategies
Chapter 7) Pricing of Industrial Products
Characteristics of Industrial Prices, Factors Influencing Pricing Decision, Pricing Strategy
Chapter 8) Channel Design and Management Channel Design Process, Analyzing the needs of the customer, Establishing Channel Objectives, Considering Channel Constraints, Listing channel tasks, Identifying Channel Alternatives, Evaluating Alternate Channels, Channel Management Decisions, Selecting the Intermediaries, Motivating the Channel Members, Managing Channel Conflicts, Evaluating Channel Performance, Total Cost Approach (Trade-off approach), Physical Distribution Impact on Middlemen
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