Concept Of Industrial Marketing And

Difference Between Industrial And

Consumer Marketing

Presented by:-
Bhoopendra Chauhan
MBA(int.) 4th Sem
What is Industrial Marketing

Industrial marketing is also referred to as business to business (B2B)

marketing or business marketing or organizational marketing.
Industrial marketing is the marketing of products and services to
business organizations. Business organizations include manufacturing
companies, educational institutions, hospital, distributors and dealers.
Concept of Industrial Marketing

Industrial Marketing Research is conducting to recognize the

industrial customer’s opinion; it can be done pre-production,
post-production or re-launch of the manufactured goods.
Marketing research varies from scale to large level depends
upon the business willingness to gather in-depth information.
The term industrial marketing research is used extensively in
modern marketing management. It acts as a tool for accurate
decision making as regards marketing of goods and services.
 Difference between Industrial Marketing & Consumer Market
Sr. Areas Industrial Consumer market
No Marketing

1 Market Characteristics Geographically Geographically disbursed

concentrated
Mass market
Relatively fewer buyer
buyers

2 Product Characteristics Technical complexity Standardized

Customized
3 Service Characteristics Service, timely delivered Service, timely delivered &
& availability very availability somewhat
important important
 Difference between Industrial Marketing & Consumer Market
4 Buyer Involvement of various Involvement of family
Behaviour functional areas in both members
buyer & supplier firms
Purchase decisions
Purchase decisions are are mostly made on
mainly made on physiological/social/
rational/performance physiological needs
basis
Less technical
Technical expertise expertise

Non-personal
relationship
5 Channel More direct Indirect
Characteristics
Fewer Multiple layers of
intermediaries/middlem en intermediaries
6 Promotional Characteristics Emphasis on personal Emphasis on Advertising
selling

7 Price Characteristics Competitive bidding & List prices or maximum

negotiated prices retail price (MRP)

List prices for standard

products