THE ROLE OF INDUSTRIAL MARKETING IN AN ORGANISATION
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.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
THE ROLE OF INDUSTRIAL MARKETING IN AN ORGANISATION
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