Market Differencies Investment Commodity Consumption Commodity

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Presentation transcript:

Market Differencies Investment Commodity Consumption Commodity Indirect demand Direct demand Buying for an Organization Buying for own need Internal competition of company investment priorities and budgets Own personal ”budget” …could I afford this… Small No. of Customers Large No. of Customers DMU is difficult to identify - Group - Few buying desicions DMU is easy to identify - Individual - many buying decisions Difficult buying procedure Easy buying procedure

Market Differencies cont. Investment Commodity Consumption Commodity Direct contact with the end-user Indirect contact Short production series Long production series Complicated product Simple product Product life time long Product life time short Rational buying motives Irrational buying motives Narrow / deep information Broad / superficial info Much need for personal sales …image is important… Marketing expenses high / product Marketing expenses low / p.