1. Industrial and Consumer Marketing Industrial Marketing B2B marketing is referred as Industrial marketing or Business marketing. Business marketing may be defined as the marketing of products, services, and solutions to organisations such as big enterprises, govt. departments and institutions.

2. Characteristics of Industrial Marketing 1. Demand Characteristics 2. Market Characteristics 3. Product Characteristics 4. Price Characteristics 5. Place or Distribution chacteristics 6. Promotion Characteristics 7. Behaviour Characteristics

3. STRATEGIES FOR INDUSTRIAL MARKETING 1. Product 2. Place ( channel strategy) x. Industrial distributiors x. Sales agents x. Manufacturer’s branch Office 3. Price 4. Promotion - Personal selling

4. Contd - Business and Industrial advertising - Trade shows - Target Market

5. Consumer Marketing It means targeting the individual consumer’s demand. The decision to purchase is not necessarily made by one person alone but can be affected by family members or other stake holders that are important for the consumer.

6. Characteristics of Consumer Marketing It requires less capitals and window dressing to attract customers Retail marketers sell goods directly Key aspect of retail marketing is an attitude of mind. Consumer marketing decisions are driven by what the shoppers need and want Consumer marketing is a philosophy and is all about satisfying the customers.

7. The essence of consumer marketing is developing products and services that satisfy specific needs of customers Marketers take the customers’ needs in to consideration in entire consumer marketing operation Consumer marketing is stimulating,quick paced, and influential

8. Strategies for consumer Marketing Marketing Product or Service Identifying Appropriate Pricing Create Place Strategy Develop promotion Strategy Extraordinary Unit Selling Price Scarcity and Undercover marketing Relationship marketing