Industrial Marketing

Chapter 3 : Demand Issues

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+Characteristics of Industrial Demand

Derived Demand
Joint Demand
Fluctuating Demand
Stimulation of Demand
Price Sensitivity
Oligopsony

+Factors Influencing Industrial Demand

End Consumers
Business Conditions of the Customer
Financial Conditions of the Customer
Price

+Demand Curves

Marketing Efforts and the Demand Curve

Chapter Summary

In this chapter we have studied the characteristics of industrial demand and the factors influencing it. The behavior of the industrial market demand is dependent on the nature of demand in the consumer markets; thus industrial demand is derived in nature. Joint demand, fluctuating demand, and stimulation of demand are some of the characteristics of industrial demand.

Industrial demand is sensitive to the price of the product, and to the price of complementary products and substitutes. Industrial markets are also characterized by oligopsony. End consumers, business conditions, and price are the important factors that influence industrial demand.

A thorough knowledge of industrial demand will help industrial marketers to develop better marketing strategies and adopt practices that minimize the adverse impact of demand fluctuations.

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