https://hbr.org/product/marketing-strategy-an-overview/500005-PDF-ENG
1. DEFINITION: industrial marketing is the marketing of goods and services to commercial enterprises, government agencies, and nonprofit institutions for use in the goods and services that they in turn produce.
difference between industriala and consumer marketing is the intended customers.
2. Buying decision-making is driven by economic factors related to pricw, quality, product-related services, and supply availability.
effective marketing begins by understanding the people who make the buying decisions and how they are motivated. (role-related and determined by the way they see themselves as being measured)
3. elements of industrial marketing strategy
• market selection and product planning
-market segmenttation: a market segment may be defined as a set of potential customers that are alike in the way they perceive the product, valueit, and use it, and in their patterns of buying behavior.
(DEMOGRAPHIC, GEOGRAPHIC, PRODUCT APPLICATION)
-product planning: in marketing strategy, the form of the product is a variable
• pricing strategy: optimally, price should be the monetary expression of the value of the product
• product distribution system
(direct sales, distributors, captive distributors, manufacturers' rep, agent)
4. strategic marketing planning model
