Course Objective

This course is intended to familiarize the students

characteristics, process and challenges that are specific to

marketing.

Module I

Industrial Marketing - meaning and scope - characteristics of

industrial . goods, types/categories of industrial goods. - differences

between industrial and consumer goods – industrial customers - demand

for industrial goods. Industrial market segmentation - macro and micro

segmentations - nested approach to segmentation- targeting and

positioning.

Module  ll

Industrial buying - factors influencing industrial buying, buying

centre roles - models of buyer behaviour- industrial buying process

stages, industrial buying practices - enquiries and tenders - supplier

evaluation - building customer relationships - partnering - the role of

CAM.

Module III

Managing industrial product lines - industrial product life cycle -

reasons for failure of products - product revitalization elimination

decisions -industrial pricing.- characteristics of industrial pricing - factors

influehcing industrial pricing -.industrial pricing methods and strategies -

leasing.. .

Module IV

Industrial channels of distribution - types of distribution systems -

choice of channel systems channel partners and channel conflicts -

distribution logistics - personal selling, industrial sales force management,

post sales service, customer satisfaction and evaluation.

Module V

Industrial marketing communication mix - sailent features of

industrial goods promotion, branding of industrial. products, creating

corporate image, industrial advertising - industrial marketing control