1. CHANNEL & PROMOTION DECISIONS

2. Business Marketing Channels
 Sales Force
 Distributors
 Direct Marketing
 Internet
 Direct Mail
 Tele Marketing
 Value added Resellers
 Brokers & Agents / Commission Merchants
 Manufacturer Representatives

3. Role of Intermediaries
 Buying
 Financing
 Warehousing & Grading
 Assorting
 Transportation
 Risk sharing
 Information
 Providing add-on services
 Industrial Customers buy from distributors due to
dependable delivery, Variety, Information, & Liberal Credit.

4. Designing Channel Structure
 Analyze Channel Objectives
 Analyze Environment & Constraints
 Analyze Channel Tasks
 Channel Alternatives available
 Evaluate Channel Options
 Select the Channel.

5. Industrial Promotion Mix
 Personal Selling
 Advertising
 Sales Promotion
 Direct Marketing
 Publicity
 Public Relations

6. Functions of Industrial Advertising
 Informing
 Supporting Salesmen
 Preparing Prospective Customers
 Identifying New Customers
 Reaching Inaccessible Personnel of Buying Centre
 Overcoming Prejudice
 Keep Customers Reminded
 Motivating Middlemen
 Reinforcing & Reassuring Personal Selling
 Brand Building

7. Specialty of Industrial Advertising
 Rational appeals in message
 Proof of Quality is part of message strategy
 Common media used are:
 Catalogs
 Brochures / Product Specification Sheets / Exhibits
 Print Ads
 Ads in Trade Journals
 Listing in Trade Directories
 Audio visual Presentations
 Electronic Media

8. Industrial Sales Promotion Tools
 Trade Shows
 Exhibitions
 Demonstrations & Samples
 Trade promotions / incentives
 Dealer Sales Contests
 Promotional Novelties & Gifts
 Sponsorships
 Customer Entertainment

9. Benefits of Trade Shows
 Opportunity to introduce new products to large audience.
 Personal contacts with new customers
 Increase awareness with key decision makers in client
organizations
 Make direct sales – booking orders
 Display & demonstration of products
 Evaluating competitor products
 Discovering new suppliers & distributors
 Obtaining new product ideas
 Generating new sales leads
 Training & exposure for new salespersons

10. Industrial Direct Marketing Tools
 Direct Mail
 Promotional Letters
 Telemarketing
 Online Marketing

11. Most important element in Industrial
Promotion – Personal Selling
 Systems Selling Approach to KEY ACCOUNTS.
 Professional selling skills essential.
 Sales person has to be a problem-solver.
 Effective communication, presentation and
relationship building is essential.
 Long selling cycle.
 Techniques of SPIN or SPANCO selling are helpful.
 Post sales follow-up is very crucial.