1. 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

2. 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.