Consumer Marketing

Consumer marketing is all about advertising. In fact, the marketing of a product costs more than 50 percent of a consumer's dollar. For some specialized goods and services, the percentage is much higher. However, in industrial marketing, it is close relationships, not advertising, that count.

According to Kenneth D. Weiss in Building an Import/Export Business, "The best definition of an industrial product is one sold to an organization rather than to an individual." However, depending upon its use, in some instances, the dividing lines between consumer products and industrial products is a gray area. Not many products are strictly consumer or industrial. In Essentials of Marketing, the authors, Richard R. Still and Edward Cundiff, state that their purchasers "characteristically take different approaches in making buying decisions." Consequently, marketing situations and problems may also vary, depending upon whether the item is marketed as a consumer or industrial good. The most common way to market industrial goods is the producer to industrial user channel. This is because many industrial markets are composed of relatively few potential users. One of the reasons that consumer advertising is not as effective in marketing industrial products is the way that advertising is increasing perceived by consumers who suspect that "advertisers are manipulating them and view advertising as unproductive and hence a wasteful addition to the cost of goods. In overseas markets, su

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One type of large industrial product is installations. Included in this category are important capital items such a critical pieces of equipment for a company's operation. Because this type of product is so specialized, long-term negotiations take place between a buyer and seller to determine specifications for each product. As a result, a close relationship is established over time. After the product is designed and delivered to the buyer, the seller must be available to support the product. A particular sales representative may remain with the account over time to provide special services, such as training employees in its operation or maintenance of the equipment. Because of the longevity of this arrangement, the buyer comes to depend on the supplier, and they develop a close relationship. Because of this association, the buyer may turn to the supplier to purchase other items because they have developed a relationship over time of trust and dependability. Another factor that limits advertising is the shipping costs of industrial supplies. Because of the limited numbers of manufacturers that may supply a product, shipping costs from the manufacturing facility to the final destination may be quite high. A small plant p

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