Buy custom Introduction to Industrial Marketing and Organisational Procurement

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In recent years, rapid growth in communications technology has opened up new channels for Industrial marketing.

Marketing history and business orientations

Orientation Focus Characteristics and Aims Eavesdropping Main era (generalized)

USA Western EU Eastern EU

Production Manufacturing *Increase production

*Cost control and reduction

*Make profit through volume ?Any colour you want ? as long as it's black' Up to 1940s Up to

1950s Up to

1980s

Product Goods *Quality is all that matters

*Improve quality levels

*Make profit through volume ?Just look at the quality of the paintwork' Up to 1940s Up to 1960s Largely omitted

Selling Selling what's produced ? seller's needs *Aggressive sales and promotion

*Profit through quick turnover of high volume ?You're not keen on the black? What if I throw in a free sun-roof?' 1940 - 1950 1950 - 1960 Early 1990s

Marketing Defining what customers want ? buyer's needs *Integrated marketing

*Defining needs in advance of production

*Profit through customer satisfaction ?Let's find out if they want it in black, and if they would pay a bit more for it' 1960s onwards 1970s onwards Mid-1990s onwards

General Information

Marketing is about exchange processes, i...

In recent years, rapid growth in communications technology has opened up new channels for Industrial marketing.

Marketing history and business orientations

Orientation Focus Characteristics and Aims Eavesdropping Main era (generalized)

USA Western EU Eastern EU

Production Manufacturing *Increase production

*Cost control and reduction

*Make profit through volume ?Any colour you want ? as long as it's black' Up to 1940s Up to

1950s Up to

1980s

Product Goods *Quality is all that matters

*Improve quality levels

*Make profit through volume ?Just look at the quality of the paintwork' Up to 1940s Up to 1960s Largely omitted

Selling Selling what's produced ? seller's needs *Aggressive sales and promotion

*Profit through quick turnover of high volume ?You're not keen on the black? What if I throw in a free sun-roof?' 1940 - 1950 1950 - 1960 Early 1990s

Marketing Defining what customers want ? buyer's needs *Integrated marketing

*Defining needs in advance of production

*Profit through customer satisfaction ?Let's find out if they want it in black, and if they would pay a bit more for it' 1960s onwards 1970s onwards Mid-1990s onwards

General Information

Marketing is about exchange processes, i...

General points of the essay

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