THE ROLE OF INDUSTRIAL MARKETING IN AN ORGANISATION
THE ROLE OF INDUSTRIAL MARKETING IN AN ORGANISATION
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Date
2000-08
Authors
IFEOMA, OKO,
UZOAMAKA
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Abstract
ABSTRACT
The objective of all production in any organization is
consumption. It is therefore obvious that the demand for industrial
goods depends ultimately upon individual and family purchases of
consumer goods. Fluctuations in consumer demand send out shock
waves in the industrial market. Consumer confidence in the economy
can produce extreme optimism among business people, and the lack
of it can lead to extreme pessimism. Thus we often refer to industrial
market as a boom-or-bust industry.
Consequent upon the derived nature of demand, activities in
the industrial markets are complex. Moreover, in their buying and/or
selling both simple and complex equipment/components are
involved. The services of professional buyers and professional sales
people are therefore required.
Some industrial marketers do not know that they should often
develop and direct marketing programmes to ultimate consumers
even though they do not sell directly to them. Few intelligent industrial
buyers prefer to deal with a supplier that understands the requirement
of both the industrial buyer and the buyer's customers.
The researcher has extensively discussed topics such as:
Types of industrial product and their patterns of supply;
Characteristics of industrial markets; Industrial buyer behaviour; Why
and how do we segment industrial markets?; How and to whom
should we promote industrial products?
Delving into the above topics now reveals the role of industrial
marketing in an organisation.
Description
A PROJECT SUBMITTED TO THE POSTGRADUATE
SCHOOL, AHMADU BELLO UNIVERSITY, ZARIA IN
PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
THE AWARD OF THE DEGREE OF MASTER OF
BUSINESS ADMINISTRATION (MBA)
Keywords
ROLE,, INDUSTRIAL, MARKETING,, ORGANISATION, CASE,, STUDY,, BERTOLA,, MACHINE,, TOOLS,, LTD., KADUNA.