Industrial Marketing

Chapter 1 : Introduction To Industrial Marketing

+Industrial Marketing and Industrial Markets

Defining Industrial Marketing
Understanding Industrial Marketing

+Industrial Marketing vs. Consumer Marketing

Product Characteristics
Buyer Behavior
Channel Characteristics
Communication Process

Technological Environment
Customer Environment
Competitive Environment
Legal/ Regulatory Environment
Economic Environment

+Responsibilities of the Industrial Marketing Manager

Planning
Coordination and Execution
Control

Chapter Summary

This chapter introduces the reader to the basic concepts of industrial marketing which will guide the reader through the textbook. It opens with the evolution and definition of industrial marketing. It further brings out the differences between industrial marketing and consumer marketing to give the reader an overview.

The chapter then discusses different external environments that can possibly affect the business operations of the industrial marketer. Finally, the responsibilities of the industrial marketing manager across all functions of management, from a marketing viewpoint, are described.

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