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  • Industrial Marketing: Prof. V.S. Bhakre

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    Jigna Bhanushali
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    Production demand need for more service; product differentiation and innovation. Marketing Intelligence need of the day including increased use of Formal Marketing Planning Continuous up gradation of Technology. Decision Making Unit (DMU) Buyer Behaviour Task Economic (Task) ii) Vendor Evaluation iii) Product Cost Management iv) Purchase Price Analysis Non-Task Emotional (non-task) Users Strong Influence on Buying Decisions Gate Keepers Control information from other DMU members Influencers.

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    Lecture2(Industrial Marketing)

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    Production demand need for more service; product differentiation and innovation. Marketing Intelligence need of the day including increased use of Formal Marketing Planning Continuous up gradation of Technology. Decision Making Unit (DMU) Buyer Behaviour Task Economic (Task) ii) Vendor Evaluation iii) Product Cost Management iv) Purchase Price Analysis Non-Task Emotional (non-task) Users Strong Influence on Buying Decisions Gate Keepers Control information from other DMU members Influencers.

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    22 views7 pages

    Industrial Marketing: Prof. V.S. Bhakre

    Uploaded by

    Jigna Bhanushali
    Production demand need for more service; product differentiation and innovation. Marketing Intelligence need of the day including increased use of Formal Marketing Planning Continuous up gradation of Technology. Decision Making Unit (DMU) Buyer Behaviour Task Economic (Task) ii) Vendor Evaluation iii) Product Cost Management iv) Purchase Price Analysis Non-Task Emotional (non-task) Users Strong Influence on Buying Decisions Gate Keepers Control information from other DMU members Influencers.

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    of 7

    Lecture 2

    INDUSTRIAL MARKETING

    By Prof. V.S. Bhakre

    Industrial Marketing
    Current Market Scenario

    Shift from the Sellers Market to Buyers Market. As a sequel production demand need for more service; product differentiation and Innovation Marketing Intelligence need of the day including Market Research Increased use of Formal Marketing Planning Continuous up gradation of Technology

    Marketing involvement in R & D identify new application areas if necessary diversification

    Organization

    Past

    Diversification Motor Cycles, Shock Absorbers and Railway coupling Equipments Mopeds, Railway Signal Equipments

    Escorts

    Manufacturer of Tractors Automobile Ancillaries Air Brake System

    Sundaram Clayton

    Videocon

    Reliance

    ITC

    Oil Drilling, Petroleum Refining, Banking Tele Communications Oil Exploration, Textiles and Petrochemicals, Man-made Fibres Retail, Tele Communications Hotels, Financial Services; Cigarettes Paper Rural Mktg. and FMCG, Paper Boards Biotechnology Insurance Consumer Electronics

    Concept of Decision Making Unit (DMU)


    Buyer Behaviour

    Task
    Economic (Task) i) Source Searching ii) Vendor Evaluation iii) Product Cost Management iv) Purchase Price Analysis

    Non-Task
    Emotional (Non-Task) i) Ego Enhancement

    ii) Personal Risk Reduction


    iii) Previous Experience iv) Inter. Personal Relationships

    D. M. U

    Users
    Strong Influence on Buying Decisions

    Gate Keepers
    Control information From other DMU members

    Influencers
    Tech personnel R&D, Quality Assurance

    Deciders
    M.D; V.P; High Cost Items

    Buyers
    Formal Authority

    Individual & Organizational Goals


    I - Individual Goals I M O O - Organizational Goals M Goals of Mutuality
    The area of Mutuality Decides Hence appeal to emotions

    Paretos Rule : 80:20 Wide Application In Industrial Market


    80% Sale from 20% Customers

    Decision Making Unit (D. M. U)

    Memebers Involved Vs Type of Purchase


    Purchasing Stage Change in Supplier Repeat Purchase

    New Purchase

    Recognition of Need Board/Gen Management To Purchase Determination of Product Specs. Search for Suppliers Assessing Qualification of vendor Evaluation Of Proposals Selection of Supplier Selection of Order Routine Performance Feed back & Evaluation Tech.Personnel Tech.Personnel Tech.Personnel Tech.Personnel

    Buyer

    Stock Control System


    As Specified Approved Supplier Approved Supplier Purchase Staff Purchase Staff Purchase Staff Buyer (System)

    As Specified new Source Buyer Tech. & Buyer Buyer Buyer Buyer Buyer Formal

    Tech. /Buyer Gen Mgt.


    Buyer Tech / Buyer Informal

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