INDUSTRIAL MARKETING PRESENTATION

ON
Industrial Advertising And Power Of Internet
Marketing

Submitted to
Dr. V.N.Sambrani

By
Basirahmmed.S.Halkarni
KIMS, KUD, Dharwad
Outline

 Motivation
 Introduction
 Industrial advertising and promotions
 Power of internet marketing communications
 Conclusion
 References
Motivation

 The industrial marketing is a unique area which

connects B2B example Fauresia and AUDI ,Mercedes
Benz.
 How the industrial marketing advertisement differs
from the B2C marketing and its role in B2B.
Introduction

 The word advertising is derived from two Latin

Words ‘Ad’ and ‘Verto’.
 Ad – towards ,Verto – I turn
 Literally it means to turn the people’s attention to a
specific thing.
 Advertising is any form of paid non-personal
presentation of ideas, goods, or services for the
purpose of inducing people to buy.
Continued

 The communication or promotional mix is different

for industrial products and services compared to
consumer goods.
 Advertising ,sales promotion, direct marketing, and
publicity are mainly used to create awareness,
enhance company reputation, gives information
about the products or generate leads for the sales
people.
 Effective communication strategy can be possible by
following ways, personal selling function,
advertising, sales promotion and publicity.
 Industrial advertising

 Advertising is being used to lay foundation for the

sale by providing information about the company and
its products.
 Also for reaching the unknown or inaccessible buying
influencers .
 On other way sales promotion are done by carrying
trade shows .example automotive expo, air shows.
 Hierarchy of effects : Every individual buyers mental
process or stages.
There are few models which describes the hierarchy of
effects
1. Lavidge and Steiner have proposed six stage model
which is described in below image
LAVIDGE & STEINER MODEL
HOWARD & SHETH model
 Source credibility :when we consider the company as
source of communication ,then company will have a
degree of credibility as a communicator.
 Source effect is the measuring of degree to which the
message is raised or obstructed by the reputation of the
source.
In Industrial marketing source of credibility is technical
expertise.
Developing the business communication

1) Determine the communication objectives

2) Identify the target audience
3) Determine the promotional budget
4) Develop the message strategy
5) Select the media
6) Evaluate the promotion results
7) Integrate the marketing communication
 Determine the communication objectives
 The objectives are always framed depending on the firms overall
corporate and marketing objectives .
example : If a company like Havel's corporate objective is to
achieve the growth sales of 20% in 2018 FYR ,then the
Market objective –shares increase by 10% in next from previous
8% last year or preference ,marketing communication objective
will be quantified to increase the target audience from 35% to 45%.
Favourable attitude or preference from 23% to 30%. Sales from Rs
100 corers to 120 corers.
 Identify the target audience
 A business marketer should be clear about the target audience.
The target audience are identified at 2 levels in industrial
marketing
For example A company like Micro finish , first level they
identify the target market segment as IOCL, BPCL, Chemical
and process industries . Ex, Kumar organics, Biocon
The buying centres are purchase ,production quality control,
finance executives
Determine the promotional budget
 The promotional budget consisting of advertising
,sales promotion , direct marketing and publicity.
The 4 methods used to set the promotional budget are
1. Affordable method
2. Percentage of sales method
3. Competitive parity method
4. Objective task method
 Affordable method :
 Most companies will set the promotion budget based
on the what they think that the company can afford, it
ignores the promotion as an investment and its effects
on sales.
 Percentage of sales method
 It is one of the most common method which is
being used in industrial marketing to set up the
expenditure budget for promotion ,a specified
percentage of sales is used for calculating.
I. By taking a percentage of the sales revenue.
II. Assigning a fixed amount of the unit product cost
to promotion and multiplying this amount by the
number of units sold.
 Some companies instead of considering the past sales
consider the percentage-of-projected future sales as a
base
 This method also uses either a straight percentage of
projected sales or a unit cost projection. In the straight-
percentage method, the marketing manager estimates
projected sales for the coming year.
 The budget is a percentage of these sales, often an
industry standard percentage
 For example, suppose the total sales of a company ABC Pvt. Ltd.
in 2005-2006 were Rs 20, 00,000. Now according to this method
the simplest calculation for advertisement budget is say 10% of
the last year’s sales. So the advertisement budget for the year
2006-2007 is 10% of Rs 20, 00,000 i.e. Rs 20,00,00.

 In case the ad budget is to be decided on the basis of sales units,

let us assume that the manufacturing cost per unit of table fan for
Usha Pvt. Ltd. is Rs 500 and the advertising money allocated per
unit is Rs 30. The projected sales figure is 1,00,000 fans for the
coming year 2017-2018, then the total advertising budget can be
calculated as Rs 1,00, 000 x 30 = 30,00, 000).
 Competitive parity method
 This method involves setting budgets to match competitors’
outlays and funds.
 In this method, the company monitors competitors’
advertising and follows it. This method is generally used in
markets in which advertising is heavier and it is felt
absolutely important to the companies not to be left behind
the competitors.
 Normally, it is felt that the brand leader needs to spend
proportionately less as a share of total advertising to maintain
its market share and viceversa in case of brand trying
improving company.
Example of textile machinery industry

Total marketing Promotional Promotional

expenditure / by expenses /by total expenses / by sale
sale s revenue marketing s revenue
expenditure
Average 7% 12% 1%
Range 3%to15% 5%to 20% 0.1 to 2%
 Objective and task method
 The business marketers will develop the promotion budget by
defining the objectives
 Determining the tasks that should be performed to achieve the
promotional objectives ,estimating the cost of performing the
tasks. Sum of these costs is the proposed promotional budget
SI. Steps
No
1 Establishing marketing objectives
2 Define specific promotional goals
3 Identifying the target audience to be
reached
4 Determine the promotional media to
reach target audience
5 Establishing other promotional support
needs
6 Decide evaluation of promotional plan
7 Estimate promotional expenditure
Examples
Setting a target of 28% market share
for Godrej
Increasing product awareness to 60% of
potential customers and increase sales
leads t by 23% over previous year
Purchasing executives ,production
manager etc
Advertising in trade journals, trade shows
and direct mail
Product catalogues ,Technical data sheets
and promotional novelties
Measure awareness and sales leads
before and after promotional plan is
important
Use computer to work out the costs in
steps 4,5, and 6.
 Developing the message strategy
 This strategy helps in indicating the how to achieve
the communication objectives.
 The message will be developed for determining the
“what to say” to the Target audience for achieving
the desired results
Selecting the media
 Selecting the appropriate media depends on the target
audience to be reached ,the statement of communication
objective and promotional budget.
 It also depends upon other factors like weather advertiser

wishes to penetrate particular industry or across other

industries.
 Example :a textile manufacturing or chemical companies will

focus only on textile journals and chemical engineering

journals.
 A manufacturer of fort lift truck
Advertising Sales promotion Public relation Direct Personal
and publicity marketing selling

Print media  Tade shows  Charitable  Direct  Sales calls

 General  Exhibitions donations mail Sales
business  catologues  Adopting  Tele presentation
publication  Sales contests villages marketing  Team selling
 Trade  Promotional  community  Internet  Relationship
journals movelets Relations and new age marketing
 Industrial  Seminars  News items in media
directories  Demonstration press
 Internet Promotional
letters
 Entertainment
 Evaluating promotional results
By conducting a marketing research study before and
after the promotional plan implemented.
Before promotion :
By collecting data on awareness ,attitude and purchase
through Marketing Research.
After
Marketing Research study involves asking the target
audience about whether they are aware of company
products, promotional message, current attitudes.
Integrated marketing
communication


 Role of advertising in business marketing

 Advertising is less important than sales calls by sales

force in business marketing , but it has important role .
Functions performed by the
 Create awareness

 Reaching the buying members

 Increasing sales efficiency and effectiveness

 Efficient reminding

 Sales lead generation

 supporting distribution channel member

 sales growth during recession

 General business publications and trade journals
/publications.
 Horizontal publications are directed at individuals
working in a particular occupation ,organizational
function, or a particular technology ,which cuts
across various industries. Purchase ,advertising and
marketing ( A & M) , modern materials handling are
examples of horizontal publications.
 Vertical publications
 These are directed at individuals working in specific industry.
Textiles trend ,Iron steel age, chemical week
 Advertising agencies
 Majority of agencies focus on consumer products ,but
few of them are specialised in business marketing
promotion .
 The business advertising agencies must have the

experience and skill required to work effectively with

broad range of promotional media used in business
marketing.
Examples :J .Walter Thompson and O and M(Oglivy
and Mather
Sales promotion

 In business marketing the main aim is to gather the business

leads ,impressing and rewarding customer & stimulating the
sales force greater effort.
Methods used are as follows
1) Trade shows:
 In some cases theses are 2nd most important marketing
promotional expenditure after personal selling.
 The industries will be organizing annual trade fairs or
exhibitions
Advantages
 We can introduce new products to large number of audience in
short duration.
 Establishing new contacts.
 Establishes contacts and increasing company awareness with key
members of decision making committee.
 Making direct sales.
 Display and demonstration of products.
 Evaluating competitors products.
 Discovering new suppliers and distributors.
 Obtaining new product ideas.
 Training for new sales person.
 Generating new sales leads.
Disadvantages
 Increasing cost of construction & exhibits, personal travel
,lodging and boarding, pre trade show promotion costs ,all adds
up substantially.
Successful trade shows ,some specific objectives are required
 Overall purpose for participation

 Creating actual sales

 Identifying potential customers

 Gathering competitive intelligence

 Target audience to be reached

 Sales Contests, Demonstration, Catalogues, promotional
letters, Entertainment, promotional novelties .
Publicity & public relations

 Public relation department deals with various categories of

people which includes customers, suppliers, shareholders,
Employees, press legislators, government officials and public
interested groups.
 The department objective is to build a good image.
 By placing news worthy information in media ,internal and
external communication, dealing with legislators to promote or
defeat a bill or regulation and advising top management about
public issues.
Role of direct marketing

 Direct marketing has come up recent years ,which includes

1. Direct mail
2. Telemarketing
Direct mail
 A business marketers mails promotional letters, product
leaflets/catalogues, audiotapes, videotapes etc.
 The objective is to sell a product or service, collect sale leads for sales
persons to visit, introduce new product,
 It offers target customers selectivity, low costs, flexibility in timing
 The mailing list of direct mail should contain name, titles, & functions of
target customers.
 List can be obtained from trading publications ,business directories etc.

.
Telemarketing

 Means marketing through telephone

 It is being used by many marketing firms to generate sales
leads.
 Telemarketing uses the print media to get companies phone
numbers or through direct mail.
 Prospective customers can easily respond on telephone to
get immediate information or to make complaints and
suggestions.
 It has helped to reduce the sales force costs and to increase
the sales volume substantially .
 For being effective companies use highly trained persons.
Power of internet marketing communication

 E –commerce is buying and selling of products and services

by business and consumers through an electronic medium.
 It uses digital technology for trading and transmitting
information between individuals and organizations (B2B).
Classification of e commerce

 B2B
 B2C
 C2C
 Collaborative commerce(e-commerce)
 Intra-organizational commerce.
 Mobile commerce.
 Location based commerce.
 E-government.
 Government to citizens.
 Government to Government.
 Government to Business.
Changing business environment

 Traditional business environment is changing rapidly now

days as business firms want to increase the efficiency of
business communication, expand market share, lonterm
viability.
 Due to internet in B2B marketing it helps the organizations
for establishing themselves in e-commerce market.
Features of internet in B2B marketing
 It is online brochure that introduces the company to potential
customers, channels or distributers.
 It supplements the company’s off line operation and talks to
the audience ,offering customers and sales services and
support .
 Display an electronic catalogue for online shopping and sells
the products and services directly on the web.
 Connects the companies operation with its suppliers to
increase efficiency and streamline delivery systems.

 Due to real time ,online nature of the internet, relationship

between organizations at customers is becoming more
interactive.
 As a result it enhances the richness of customer relationship
and gives rise to new paradigm of product design and cutomer
services.
 Traditional order taking process

 The companies industrial customer needs send the purchase order

by fax. The order mentions the price that is outdated, products
specifications do not match ,and the product is out of stock.
 The sales clerk types the work order for the production department
as a part of order processing system. He makes mistakes.
 The companies sales representative contacts the customer On phone
or personally meet and explain the problems.
 The mistakes made in the work order showup in the final
inspection before despatch.
New order taking process (web based online)

 The customer access the company’s the company

web site any convenient time .
 The customer can gain access to all the products and
detailed specifications ,prices availability of
products from the current catalogue .
 The purchase order is checked online by the supplier
company including a credit approval before the
customer releases it. Once the order is released by
the customer ,the order confirmation from the
supplier company is immediate.
 After placing order the customer can check the a status of
order online .
E-commerce in B2B , the business alliances with different
entities will offer enterprises to access
1. Product details
2. Customer
3. Supplier
4. Shipping mechanisms
5. Inventory
6. Service
7. Sales and marketing
8. Supply chain process and performance.
Few examples of strategic alliance
 Ford and Eddie Bauer
 Spotify and Uber
 Hewlett-Packard and Disney
How B2B e commerce helps small businesses
 B2B e commerce is one of the fastest growing segment of the small
business marketplace.
 B2B e commerce is rapidly expanding ,both in terms of total revenue and
the number of small B2B firms in the digital space.
Few advantages listed below for B2b ecommerce strategies small business
gain several important advantages
1. Operational efficiency
2. Market scale
3. Sales cycle
4. Cost saving
5. Customer experience
As per the reports Forrester research institute USA B2B e commerce will hit
$1.2 trillion by 2021.
 The implementing of BYOD(bring your own device).
 Different form of B2B E -commerce

2 forms are as follows

1. Inter organizational system
2. Electronic Market
Few key components
1. Buyer company
2. Selling company
3. Electronic intermediary
4. Deliverer.
5. Network platform.
6. Protocols and communication.
7. Backend information system.
Inter organizational system
 Example Cisco and Intel alliance
 The alliance provides
 Tangible business value technology adoption.
 Business class wireless networking solutions that seamlessly
combine Intel centrino mobile technology clients with Cisco
unified wireless network.
 Lower complexity of deployment and total cost of ownership
(TCO) for business implementing and managing a pervasive
wireless network.
Different types of B2B EC models

1. Supplier oriented market place or sell side marketed place

 Sell side market place it sells the product or services to other
organization over the internet.
 This model is identical to that of B2C e–commerce model
,but here
 In which organizations attempt to sell their products or
services to other organization over the internet.
 A buyer may be an organization it is regular customer of the
seller.
 The seller can be an manufacturer ,distributor or retailer.
 Example is Cisco, IBM, Intel and Dell.
2.Buyer oriented marketplace or Electronic
 Buyer oriented marketplace or Electronic

 Here the main concept of using e commerce is used to streamline

the purchasing process. For reduction of purchasing of cost of
product, time duration for purchase
 The organization which wants to buy materials will place a
request for quotation(RFQ) on their website or in a bidding
market place.
 suppliers will be bidding the RFQ electronically, processed and
winners will be communicated through e-mail.
 The reverse auctioning helps in attracting large number of
suppliers.
Intermediate oriented market place
E –procurement

 The procurement on the other hand , is defined to include

company's,requistioning,purchasing,transportation,
warehousing, and in –bound receiving processes.
 It helps in procurement process to unfold in faster ,more
efficient manner, with having very few errors.
 it is technology solution that facilitates corporate buying
using the internet.
 Transactions can be initiated and completed.
 Ongoing purchases may qualify customers for volume
discounts or special offers.
 Benefits of e-procurement
They fall under 2 major categories as efficiency and effectiveness
Efficiency benefits include lower procurements costs, faster cycle
times, reduce maverick or unauthorised buying well organized
reporting information, and tighter integration of procurement
functions with key back office systems.
Some of other Benefits
I. Shorter purchasing power
II. Improvement data accuracy
III. Access to real time information
IV. Reduce paper work
V. Reduction in off contract buying
Virtual corporation

 A virtual organization or company is one whose members

are geographically apart, usually working by computer e-mail
and groupware while appearing to others to be a single,
unified organization with a real physical location.
 The development of VC are mainly dependent on the B2B
EC platform.
 Modern VC a network of peoples, and idea connected online
services, resources,
 The business partners can use electronic data Interchange,
Sharable Knowledge Base, Desktop Video conferencing, e-
mail -id electronic fund transfer system.
 Example of a Virtual Corporation Business
 Safari Notebook Computer. To produce its Safari notebook
computer, American Telephone & Telegraph Co. formed a
virtual corporation with two Japanese companies. ...
 MCI. Partnerships with more than 100 companies allowed
MCI Communications Corp. to obtain major contracts.
 IBM and Apple. ...
 Corning Inc. ...
 PowerBook Notebooks.
Networking between headquarters and subsidiaries

 In networked B2B EC communication and information

sharing between headquarters and subsidiaries or franchisees'
by email messages ,discussion forums or chartrooms.
Online services to business
1. Travel and tourism
2. Personal services
3. Electronic trading
4. Electronic payments
5. Real estates
6. Electronic training
7. On-line training
8. On-line publishing
EDI- electronic data interchange

 It is the communication between the application running in

two or more number of computers.
 The EDI architecture has 4 layers the semantic ,the standard
translation layer, transport layer and physical network
infrastructure layer.
 EDI- electronic data interchange

 It is the communication between the application running in two

or more number of computers.
SI. EDI layers Description Example
NO

1 Semantic Business application on level Purchases applications

2 Universal standards Standard business forms EDIFACT standards

3 Transportation (on Sending or transmitting A WWW, FTP, TELNET, HTTP

transmit) company B electronically

4 Physical Network infrastructure Internet, information highway(

I-way, Value added network)
EDI communication architecture
 A semantic layer is specify to a company and the software
they use for representing their business applications.
 During message transmission the company specific format is
transmitted into universal form to send various trading
partners and made it to accessible in their system in their
specific format.
 There is different between the message transmission by EDI
and email system.
Electronic fund Transfer

 It is an application that electronically routes the funds , debits

and credits ,charge payments between the banks and
customers using telecommunication networks.
 The traditional method of paying by Cash, cheques, money
order .
 EPS system the most common method of payments is
electronic cheque, EFT, e-wallet, Electronic credit cards,
electronic cash, smart cards, person to person payments and
purchasing cards.
1.Tokenbased payment systems( or electronic token) ,which are
of 3 types
A. Electronic cash(e-cash)
B. Electronic cheques
C. Smart cards
Credit card based payment systems
A. Plain credit cards
B. Encrypted credit cards
C. Electronic wallet
Electronic cash (e-cash)
1.Electronic cash in a personal computer(PC)
 The customer opens a bank account with a bank & receives

payments processing software for his or her PC.

 The bank sends a secured electronic money notes to this
customer.
 The same software can also be used to transfer the e-cash
from the buyers computer to sellers computer.
 The seller can deposits the e-cash in a bank crediting his or
her regular or electronic account or the seller can use the e-
cash to purchase the items elsewhere.
2.Electronic payment cards with e-cash
 This type of payments mechanism are in practice for several
years.
 It contains magnetic strip to store limited information's like

the card ID’S .

 A more advanced form of electric payment card is known as
stored value (pre-paid)money cards which is used to pay for
buying petrol for local transportation ,for internet or mobile
charges.
 Smart cards
 Smart cards are also type of stored value cards.
 A smart card is debit or credit card with embedded
microprocessor which can store considerable amount of
information up to 128 kb
 The main application is for paying bills, transfer funds, buy
from vending machines
a. Relationship based smart card: It is an enhancement of
existing cards services and or the addition of new services
that the financial institutes deliver to its customer.
b. Electronic purses: It is wallet sized smart card embedded with
programmable microchip that stores the information of money
for the users.
Electronic cheques

 It is a digital version of the traditional cheque

 It is much less expensive to process than traditional cheque
 The buyer approaches the seller and buys the product or
service and makes the payment by email or by online
electronic cheque.
 The seller presents the cheque in his or her account, for
authentication it bears the digital signature of the payer.
 Credit based electronic payment system

 SSL (Secured locket layer) protocol used in buyer computer.

Classification
I. Plain credit cards : It helps in easiest payment and it uses
unencrypted credit cards using telephone lines or internet. It
has low level of security
II. Encrypted credit card: An encryption of credit card details is
required to be done by the credit card holder before sending
the details in the internet.
III. Third party verification:
Electronic wallet

 This is also called as e-wallet or digital wallet

 It has encryption software that stores payment information
like traditional wallet .
Advantages
 EFT system is faster and real time.

 It reduces the problem in sending the paper based documents

and processing time.
 Applicable for large volume of financial transaction generated
daily in the banking industry.
 EFT, based point scale and ATMs are available in most of the
shopping centres and business areas.
 Transaction is available 24/7.
Disadvantages
 Fraud and mistakes.
 Shops should select an appropriate set of electronic payment
systems.
 Technical limitations like availability of telephone
connections and desired internet band width.
 EFT Systems in Indian Banks
 NEFTS (National electronic fund transfer system)
 It uses public key infrastructure technology to assure end to
end security(,INFINET)
 RTGS(real time gross settlement system)
Scope and characteristics of inter organizational
system

 Inter organizational systems are well established in business to

business marketing ,and are growing at rapid rate.
 Many companies use EDI to conduct their business with
buyers or suppliers if business activities are regular in nature.
Electronic Markets
Electronic exchanges
A. Vertical distributor
B. vertical exchange
C. Horizontal distributor
D. Functional exchanges
Online auctions
 Business auction is a mechanism which enables multiplier
buyers or sellers to make competitive bid on a contract
 Low barrier to entry in the auction market.
 The opportunities to earn good commission on the sales
without maintaining any inventory.
 Internet has provided a platform for executing the auction at
low cost with large numbers of sellers and buyers.
A. Forward auctions :: a single seller auctions materials to
multiple potential buyers .
B. Reverse auctions : where as in reverse auction single buyer
wants to buy products from multiple suppliers.
Electronic catalogues

 It is vendors catalogue containing the details and

specifications of all the products and services offered in an
internet(e-commerce website) is also known as on–line
catalogue.
 JIT(just in time)
 E-commerce support services
 Online services to business
 Online advertising
1. Permission marketing: It is internet marketing strategy for
grabbing the attention of customer. Example:
www.microstraeegy.com
2. Viral marketing :It is also known as advocacy marketing .it
is online word of mouth marketing where people forward
messaging to friends Example: www.hotmail.com
3. Customising advertising : Internet is a pool of information.
Relevant information can be obtained by filtering irrelevant
information .Ex: Yahoo !process of adding custom
keywords.
4.Interactive advertising and marketing: An interactive
advertising and marketing present customised one to
one advertisement. It becomes very effective and
competitive when the marketing database is combined
with internet technologies.
Ex: www.e-storm.com is an interactive marketing and
advertising agency.
Online customer service and support

1. Email
2. FAQ
3. Online service
4. Tracking services
5. web based call centres
6. Virtual assistant
Features of internet in e-commerce

1. Internet capability to link firms

2. International reach of the internet
3. Shared ownership of internet
4. Accessibility on the internet
5. Flexibility in the use of system platforms
6. Low cost of conducting business on the internet
Marketing world wide web

 world wide web has done great deal to promote the use of
internet .
 www is the most popular internet navigation tool for finding
and gathering information in multimedia format.
 its 3 elements
1. HTML(hyper text mark-up language) : for creating
formatting documents
2. URL (uniform resource locator):for finding documents
3. HTTP( hyper text transfer protocol):for transforming
documents among different computers
Intranet
 Intranet is a private network that uses internet
software TCP/IP protocol with an organization
network (LAN).
 It interconnects various servers, clients, database
programs like ERP .
 it provides following functions to the organization
1. As an interactive communication media and
provides chatting ,audio , video conferring
services.
2. It provides corporate /department or individual
web pages.
3. It provides a channel for accessing the web based database.
4.Keyword based information searching and mining .
5.It is a perfect conduit for computer based telephony.
Applications information management and Marketing
 strategic decision support Promotional presentation
 enterprise resource management customer support
 financial data reporting market survey
 time and leave system

 procurement and supply chain

 workflow Training
 process control on –line training
 process monitoring and data collection collective training
 production monitoring
 business improvement and support
 Communication enhancement
 secure information
 internet telephone & chat-server
 groupware & documentation
 fileserver
 search tools
Extranet
 It is a secure network that links the business partners and
intranet over the internet by providing access to areas of each
other corporate intranets.
 they are interconnected by using TCP/IP protocol.
 Extranet service is provided through the less secured internet
channels.
 this is done by secured data flow ,and data encryption
techniques.
 For secured business data transaction between the corporate
intranets of the business partners to secure channel .
 Features
 Strengthen relationship with existing clients: it provides
instant web access to important information, and collaborate
tools etc.
 increase quality: easily manage documents and data shared
work place.
 Enhanced communication and productivity
 scalability
 seamless information delivery
 Reduces the cost

Application of extranet
 post warranty information that clients can access at their
convenience.
 build a data base of sales leads from recent promotions that
can accessed by sales partners.
 consolidated contracts ,relative performance, current issues
and activities with supplier for total strategic view of
relationship.
 References
1. Business marketing ,Krishna.K.Havaldar.
2. www.forrester.com
3. Industrial Marketing , Robert R Readers and Edward G
Briety, Betty H Redder.