3. What is a market?
•A meeting place for
buyers(consumers) &
sellers.
•Shop, Restaurant,
Telephone, Internet, etc.
4. Organizations' which purchase goods
and services to use in the production of
other goods and services.
CONSUMER MARKET
Individuals who purchase goods or
services for personal or domestic use.
INDUSTRIAL
MARKET
5.
6. Consumer Buyer Behavior
Refers to the buying
behavior of final
consumers- individuals &
households who buy goods
and services for persona
consumption.
Consumer market refers to all of the
personal consumption of final
consumers.
7. MODEL OF CONSUMER BEHAVIOUR
PRODUCT
PRICE
PLACE
PROMOTION
Marketing stimuli
consists of
Other stimuli include
ECONOMIC FORCES
TECHNOLOGICAL FORCES
POLITICAL FORCES
CULTURAL FORCES
8.
9.
10.
11.
12. INDUSTRIAL MARKET BEHAVIOUR
Is a branch of
communications and
sales that specializes
in providing goods
and services to other
businesses, rather
than to individual
customers.
13. Features of Industrial market
•Marketing is one to one in nature. (it is easy for the seller to
identify a prospective customer & built a face-to-face
relationship.
•Highly professional & trained people in buying process are
involved
•Often the buying or selling process is complex & include
many stages(ex-request for proposal, request for tender,
contract negotiations etc.)
•Selling activities involve long processes of prospecting,
qualifying, wooing, making representations, developing
strategies.
14. •Consumers tend to buy what they want, B2B buyers
generally buy what they need
•B2B products are often more complex
•B2B target audiences are smaller than consumer
target audiences
•Personal relationships are more important in B2B
markets
•B2B buyers are longer-term buyers
