Marketing communications in the industrial market gutnikov pavel. Marketing of industrial enterprises Motivation of marketing communications in market conditions

Marketing communications is the process of communicating information about a product to a target audience. A target audience is a group of people who receive marketing messages and have the ability to respond to them.

Personal selling - establishing personal contact with one or more potential buyers for the purpose of selling a product.

1. Establishing the target audience 2. Preparing for contact with the target audience 3. Winning the favor of the whole. audience 4. Presentation of the product 5. Overcoming possible doubts and objections 6. Completion of the sale 7. After-sales contacts with buyers. The main stages of personal selling

Public Relations (PR) is a management function that ensures that effective communication is established and maintained between an organization and its public. Public relations

The goal of direct marketing is the intended customer response in terms of purchasing a product. The task of direct marketing can be considered in two aspects: establishing the planned relationship with the buyer; implementation of the sale. In more detail, the tasks of direct marketing can be specified: attracting the attention of the recipient; retention of the consumer in the sphere of influence; development of long-term personal relationships with the buyer; stimulating the first purchase; creation of prerequisites for numerous repeat purchases; study of consumer reaction; an increase in the volume of sales attributable to the buyer; expanding the range of purchases; an increase in the frequency of purchases; growth of consumer loyalty. Direct marketing

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Marketing communications in the industrial market - Course Project, Trade section, - 2010 - Marketing of petroleum products Marketing Communications in the Industrial market. Under Communications Understands ...

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Marketing of petroleum products

You need to know; how to describe the market and break it down into segments; how to assess the needs and demands of consumers within the target market; how .. Differences in people's behavior patterns when choosing and buying goods "for themselves" and .. The purpose of this work is to identify the features of promoting goods on the industrial market.

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1.2 Marketing communications in the industrial market

Communications is understood as the whole set of emerging connections and relationships between market entities in the course of their activities. These can include production and technological ties between cooperating companies, business relationships between buying and selling firms, personal contacts between company personnel, information links, etc. In this regard, communication in industrial markets is not limited to considering only the relationship between selling and buying firms, it also includes relations between competing companies, relations with banks, government agencies and all other actors in the industrial market. This leads to the fact that relations between industrial market actors, or communications, become the main element of analysis in industrial marketing, and the establishment and development of relations - the main goal of the industrial leader.

Since industrial leaders develop relationships with partners more than they act on the market (that is, they are trying to sell their product by any means), they are ready to invest in the development of relationships. These investments are of various kinds: in the technical adaptation of products, in the procedure for communicating with partners (consultations, meetings, business negotiations, business trips) and market (creation of sales networks, branches, offices, advertising, etc.).

Organization of the marketing service of an industrial enterprise.

A marketing service can be organized in four main structure options - functional structure, product oriented structure, market oriented structure and regional structure. The choice of this or that structure is mediated by the peculiarities of the production and marketing activities of the enterprise, the range of products, the location of the clients of the enterprise, etc.

The creation of a marketing service at the enterprise will require a corresponding change in the organizational structure of management services and the establishment of new functional links between the divisions of the enterprise.

Organizationally, the marketing service should be subordinate directly to the director of the enterprise, which ensures the independence of its position in relation to other departments and an objective assessment of the capabilities of the enterprise when developing its marketing policy. In its activities, the marketing service must interact with the divisions of the enterprise involved in achieving its production and commercial goals.

Advertising - information disseminated in any way, in any form and using any means, addressed to an indefinite circle of persons and aimed at drawing attention to the advertised object, generating or maintaining interest in it and its promotion on the market.

1. There are fewer buyers in the market for industrial goods and services. This limits the choice of both promotion methods in general and advertising media in particular. There are still ways of promotion that allow you to convey information differentially to the target audience: specialized (including advertising and information) press, exhibitions and, Internet advertising, souvenir and print advertising.

2. When making a purchase decision, buyers of industrial goods (services) are more guided by rational motives than emotional or psychological ones. This factor most of all influences the content of advertising. An original creative and a beautiful slogan (read - promises) should not crowd out the content of an advertising message or event. They should only initially attract attention to themselves against the general background. They should not "put pressure on the psyche."

3. The decision to purchase is made by people with different social status. It can be either an owner or an employee. The motives for buying from them, although mostly rational, are still different. For the owner, this is primarily an economic benefit for the business; for an employee, personal benefit, recognition and confirmation of his status can play a role.

4. The buyer of industrial goods and services, like no one else, wants to have long-term, permanent and trusting partnerships with their suppliers. He is not interested in "new taste". The main selection criterion is convenient, constant and understandable terms of delivery and, most importantly, trust in the supplier.

Another feature of advertising, more typical for companies selling industrial goods, is due to the fact that not only the volume of demand is limited, but also the volume of supply, which depends on the supply of factories. The phenomenon of an overabundance of advertising information should be avoided. It is necessary to clearly analyze what volume of goods is planned to be purchased in the forecast period? What customer flow is the warehouse complex capable of missing? And only then advertise. Otherwise, the advertising campaign may be too intense and attractive, and the demand will exceed the supply. The relationship between the volume of advertising information and the volume of purchases is an important feature of advertising in the industrial market. The absence of such can lead to a situation when the buyer calls, attracted by calls, and the goods are out of stock. A client deceived in his expectations will think a hundred times the next time before turning to such a supplier again.

Of particular importance in advertising on the industrial market are printed products and souvenirs. The consumer receives the bulk of information during negotiations, presentations, exhibitions and fairs. For a potential buyer, clarity is important, the opportunity after negotiations or a fair in a calm atmosphere to return to your proposal, to find confirmation of the benefits of cooperation, in the end - to defend the need to conclude a contract with the management or shareholders. And it is at this stage that printing products and souvenirs become of great importance. The easiest way to do this is to have a weighty set of your advertising and marketing materials on hand. At worst - at least a business card with the name of the company, last name, first name, patronymic and contact details. Booklets, leaflets, catalogs, folders, presenters serve quite utilitarian purposes. And if this is supplemented with souvenir products: practically useful gizmos: fountain pens, notepads, key rings. Baseball caps, T-shirts, bags and other "dimensional" presentations with brand symbols are usually given out directly to customers. After all, as you know, a person will clearly and for a long time associate such a thing with the company, influence the positive attitude of the consumer to the supplier.

Internet advertising also has a number of its own characteristics. Since industrial goods are not consumer goods, such advertising options as mass mailing by e-mail, advertising in banner exchange networks or image advertising on popular Internet portals will not have a commensurate effect on the invested funds, therefore companies mainly use contextual and banner advertising on thematic portals. Industry and specialized sites and trading systems; websites of professional communities on the Web, including professional thematic Internet forums / conferences (“smart” work in them allows you to get not only pleasure from communicating with colleagues, but also direct profit, but you should not engage in direct self-advertising in such forums - this is the best a way to ruin the company's reputation); non-core sites visited by representatives of the target audience, including the so-called "blogs" - virtual clubs of interest - this is where it is worth posting information about yourself to enterprises operating in the industrial market. And also the creation of your own sites, the task of which is not limited to telling about yourself, but much wider. It is necessary not only to disclose the company's data, but to sort and formulate the information in detail in such a way that it fully answers all the questions that a potential or real client may have at the time the company is considered as a supplier. The main feature is the presence of a catalog on the site, which can replace paper catalogs and not only allows buyers to make their choice remotely, but to get acquainted with the main technical characteristics of the product. And this saves time and the buyer and office staff in negotiations. That is, optimization of the use of employees' working time, indirect proof to the buyer of a professional approach to work, respectful use of his time. If the products (or services) are fundamentally unsuitable for the buyer, this fact can be revealed at the stage of his preliminary acquaintance with the company. This reduces the likelihood of mistakes, as a rule, of inexperienced sales managers trying by hook or by crook to "drag" the buyer into the office.

The Internet, as a marketing communications tool, is of undoubted convenience when communicating with remote regions, when the time difference can be 10 hours. Or when you need the experience of specialists from a leading region in a specific professional field.

Interactive in its essence, the Internet is perhaps the most suitable channel for promoting complex goods and services with non-standard or non-mass target audiences. The Internet is as flexible as possible and allows any experimentation.

The next element of company promotion that we will consider is public relations.

Features of public relations

Public Relations - a system of non-commercial relations with external organizations, influencing public opinion through the media; a type of image advertising activity, which is carried out by firms in order to increase their popularity, fame, achieve mutual understanding, location and cooperation between the organization and the public. (Marketing: Dictionary / G.L. Azoev et al. - M., 2000)

Public relations events are mainly aimed not at promoting the consumer properties of the product, but at creating the image and popularity of the company (individual), explaining the positive value of the product for society or the consumer. (Encyclopedia of an Entrepreneur / S.M. Sinelnikov et al. - SPb., 1994)

If earlier "PR" had more political overtones, today it is actively developing in a commercial environment.

PR laws are the same for all spheres of the economy, but their application in different markets is always specific. Industrial enterprises, concerns and holdings are no exception.

Promotion object. The first feature of PR for industrial enterprises is the object of promotion itself. If the consumer goods market mainly promotes a product or a product brand, then the object of promotion in the industry is the enterprise itself, and not its products as such. In other words, we are talking about PR for the manufacturer. The benefits of PR promotion in this case are that its positive reputation is automatically transferred to everything that it releases or sells. Low public awareness of enterprises is a typical problem in our market. More often than not, the public has no idea what is behind the name of the company. Moreover, she may not even guess that this particular company is producing a particular product, and not another.

The goals of PR promotion. It is very important to correctly formulate the goals of PR promotion. First, PR goals and marketing goals are different concepts and should not be confused. For example, "increasing market share by 15%" is a marketing goal, and "achieving company awareness in the business environment" is a PR goal that will help achieve a marketing goal. On the other hand, in order to achieve a successful result, PR goals must be related to marketing. Typical goals in the field of PR for enterprises operating in the industrial market are the following: increasing visibility in the business environment; formation / strengthening of reputation in the market; informing the general public; organization of public opinion, etc.

Study of audiences. PR is never "addressless", on the contrary, it affects certain types of the public - the priority for the enterprise at the moment of its development. How do you define your priority audiences? The criterion is simple: if the actions or inaction of the audience can affect the market position of the company / enterprise, they are priority. The most typical types of public that are important for industrial enterprises are: the media (media); business environment; public organizations; state organizations; shareholders / investors; staff; partners. Mass-media relations are important for any company, but, unfortunately, sometimes it is remembered only when some negative information appears in the media. If in advertising the media are only a channel for transmitting messages, then in PR the media is a separate specific audience, the relationship with which can both help the enterprise and harm, if they are not established or fragile. It is no coincidence that anti-crisis PR focuses on the media. Likewise, civil society organizations can bring a lot of trouble to an enterprise or even an entire industry. First of all, we are talking about public organizations for environmental protection, societies for the protection of consumer rights, as well as various informal associations of local residents. The role of PR in establishing relations with government bodies is the active public position of the enterprise and the organization of a positive opinion of the public in relation to the activities and products of the enterprise. Another nuance is to achieve the involvement of government officials in the activities of the enterprise. For example, one of the ways is to invite government officials to important events - the opening of facilities, the launch of a new production line, a round table with the heads of industry structures, as well as to events for the media - press conferences, briefings, etc. Shareholders, investors, partners and employees are the so-called internal public of the company. The importance of strong bonds with them is clear. As for the general public, i.e. population, then socio-economic issues are especially important for this audience. There is no doubt that an industrial enterprise is a subject of the economy, but it is often forgotten that it is also a subject of society.

Channels and forms of presenting information in the course of PR-promotion of an enterprise are diverse. It should be noted that there are no identical promotion programs - each of them is developed individually depending on the goals set, the market situation, the stage of development and priorities of the customer company. In most cases, industrial enterprises and holdings do not need bright advertising. Rather, they are interested in a reliable reputation in the business community, strong and well-established relationships with partners, investors, and other types of the public. It is the reputation today that can become the main competitive advantage, which is the most difficult for competitors to neutralize. On the other hand, reputation is a margin of safety, a credit of confidence in an enterprise in a crisis. Often 40% of the market value of an average company is its intangible assets and reputation.

Features of personal sales

Personal selling is the most effective form of commercial communication between a manufacturer and consumers. The very principle of personal selling as a method of implementing commercial communication is used both in the sale of consumer goods and in the sale of industrial goods. But it is in the process of concluding a deal on the industrial market that the seller's personality plays an important role. Consider the principles of personal selling. If we reduce the sale to its simplest expression, then we can always distinguish two sides - buying and selling. The communication process is influenced by background variables, which include the personality of the seller, the perception of the partner and the selling situation, the latent psychological relationships, the clearly expressed and implied goals of the partners, and the feelings experienced towards the client. The personal sales scheme represents the two main subjects of communication - the buyer and the seller - as equal participants in the process. In the process of communication, it is necessary to achieve communication with the buyer. If a connection occurs, and the buyer is not put in the position of the defender, the sale is likely to take place. On the contrary, if there is no connection, if the buyer feels like an object of coercion, he will most likely resist the act of selling. It follows that the right approach would be to ensure a real, meaningful meeting between the two partners.

Many experts consider the sale as a certain sequence of actions, brought to automatism and excluding any individual involvement. According to this approach, everything is to move through the stages, logically and inexorably following one after the other. This theory assumes the possibility of manipulating people.

However, the sale can hardly be reduced to a certain set of predictable actions and events. The consumer is not in our power. Moreover, the development of consumer protection unions, the emergence of a whole science of "consumering", on the one hand, and the presence of unexplored depths in human nature, on the other hand, indicate that the consumer is absolutely indecipherable and is not a controllable object. In this regard, the definition of sale, proposed by the French researcher Philippe Cofre, would be more appropriate: "Sale is an oral exchange between a buyer and a seller, during which the seller makes a presentation of the goods in order to conclude a transaction."

Selling is not a chance meeting, not a simple conversation, it is a commercial activity in which everyone defends their interest. In this sense, the act of sale can be viewed as a negotiation, because the interests of the parties do not always coincide. These negotiations take place between two individuals, each of whom has its own status, role, motivations, real and imagined desires. Therefore, in the process of selling, streams of likes or dislikes arise, and emotional ties are subtly established or destroyed.

In the act of sale, the following stages can be distinguished:

Negotiation: This requires the ability to persuade, reasonably respond to objections and skillful use of expressive means of oral speech.

Establishing a relationship: To do this, you need to know how to accept a client or make contact, to approach the case correctly, to closely monitor the development of relations and to complete the transaction exactly at the moment when it is needed.

Satisfying the need: to catch or find the motives of the customer to purchase, that is, the key points of his interest, share the customer's concerns and listen carefully to his complaints or criticism.

Features of direct marketing

Of particular importance for enterprises operating in the industrial market is such a type of promotion as direct marketing. Thanks to him, you can inform the client about new products, about price changes or the provision of new services. And also to congratulate the client on professional or personal holidays. At the same time, the uniqueness of direct marketing is that it is based on an individual approach to consumers or consumer segments. The purpose of direct marketing is to build constant communication with each of the existing addressees, so that the addressee has a feeling of personal communication, caring for his needs, increasing his self-esteem and sense of significance. The database should include the maximum number of clients, even the smallest. After all, customers are not only a source of income, but also an excellent source of secondary advertising - advice, recommendations, positive reviews, etc. If one company has several contact persons, it is desirable that the base has their full coverage, since they are all "ad agents" creating a wave of secondary advertising. At the same time, if there are more than three such persons, it is necessary to select the most influential of them and carry out the mailing in their names. The selection criterion is quite subjective and it is up to the person who directly works with him to make a decision on adding a particular person to the database.

Several rules of direct marketing: The mailing must have a clear informational reason, the mailing must be personal, the mailing must be personal. The letter should resemble a small fascinating story. This is the seller in the envelope. You need to work with the base regularly. Clients are graded once a quarter: new clients are assigned a status, some clients are "downgraded" in status. At the same time, it is necessary to conduct mailings for new clients, starting with the first letters and gradually "holding out" them to the mailings of the current moment. Usually this does not cause difficulties - slightly adapted (date, etc.) letters are sent to clients: the same ones that were worked out for the rest. Psychologists say that everyone loves to receive letters. And they will bring not only profit, but also something that cannot be measured by money - respect, recognition and gratitude.

Features of sales promotion

Sales promotion - the use of a variety of incentives designed to accelerate and / or enhance market response. These include consumer incentives (sample distribution, coupons, etc.); stimulation of the trade sphere (credits for purchases, joint advertising with a dealer, etc.), stimulation of the company's own sales personnel (bonuses, contests, etc.). The peculiarity of sales promotion in the industrial market is that consumer incentives are not effective. This is primarily due to the characteristics of consumer behavior in the industrial market. Firstly, more than one person is involved in the procurement process, and secondly, the industrial goods market is low profitable. Therefore, the first place is given to the stimulation of the company's personnel, which contributes to the increase in sales.

In recent years, such a method as rollback has begun to develop and gain momentum. Compromise with conscience - this is how you can briefly describe the moral and ethical side of the rollback. On the one hand, a kickback scheme in one form or another always contradicts the current legislation, on the other hand, it effectively stimulates the receipt of orders, and, accordingly, the company's profit. It is customary to talk about the nature of a rollback for a very long time and from a wide variety of positions. Sergey Bogolepov in his article “Where am I here” writes “... In various circles he is considered“ the next step in the evolution of bribes, ”“ grease on the wheels of business, ”an ineradicable relic of a corrupt Soviet society, etc. Accordingly, the attitude to such a phenomenon as rollback, the most different - from outright rejection in all its manifestations; to an almost enthusiastic greeting as the only tool to ensure business relationships. Today, rollback as a deeply social phenomenon permeates all strata of society and all spheres of its life. Recoil schemes in their pure form or some kind of "improvisation" based on them can be found in almost any business. Ironically enough, elementary observations show that a rollback in the post-Soviet space is no longer just a concept, but is turning into almost a specialized term along with leasing, franchising, etc. "

So, the peculiarities of promotion include the fact that such means as advertising and sales promotion are not as effective as in the consumer market. Advertising is more informative. And in the first place are PR and direct marketing, i.e. those means that form a favorable image, trust in the supplier and the reputation of the company. Personal sale becomes the main means of promoting goods on the industrial market.

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1) Industrial market and its features.

2) Products for industrial purposes and their types.

3) Strategic marketing of industrial enterprises.

4) features of pricing policy and sales marketing of industrial enterprises.

5) Marketing communications in the industrial market.

6) Organization of the marketing service of an industrial enterprise.

7) The principles of organizing marketing research in the industrial market.

1) Industrial market and its features.

Industrial market is a set of relationships between market actors (manufacturers, intermediaries, consumers, banks, government agencies), carried out in the border tsakh a certain territory at a certain point in time.

Subject industrial marketing is a set of relationships between market actors arising from their business activity - purchase and sale relations, technical and economic cooperation, financial relations, technological ties, business negotiations, competitive relations, etc. Object industrial marketing is the industrial market.

The industrial market classification is shown in Fig. 2.1.

2) Products for industrial purposes and their types.

Products for industrial and technical purposes include means of production that pass through the sphere of exchange and circulation, as well as objects that represent social value in the non-productive sphere.

Typology of products for industrial and technical purposes:

The main classification features of PPTN are: origin (products of ferrous metallurgy, mechanical engineering, chemical industry, oil refining, etc.); participation in the production process (raw materials, basic and auxiliary materials, fuel and electricity, etc.); purpose (fluxes, diesel fuel, coolants, welding electrodes, etc.). In addition, PPTN is classified by physical condition: shape, size and other characteristics. In our country, an all-union classifier of industrial and agricultural products (OKP) has been developed.

3) Strategic marketing of industrial enterprises.

The development of an industrial marketing strategy begins with the study of an industrial buyer (real or potential) and his specific needs in the field of activity of an industrial company.

Strategy implementation is the development of long-term relationships with industrial buyers through the development and implementation of separate marketing strategies for each specific client, including the main components of marketing activities:

Product (assortment) policy;

Sales and service policy;

Price policy;

Communication strategy.

An assortment item represents a specific model, brand, or type-grade-size (TSR) of a product that a business offers to its customers.

When deciding sales issues, keep in mind specifics of demand for industrial products.

Features of demand for industrial products

Thus, PPTP suppliers should be prepared to analyze the possible impact of purchasing their products on the profits and financial position of the buying firms.

When deciding on the choice of forms of sale, it is necessary to focus on non-traditional forms of sale - payment by installments, lease of equipment with return (rental), long-term lease with the right to purchase (leasing), investment in the production of equipment or its expansion by issuing securities (shares , bills), barter.

When deciding on pricing issues, consider the following:

In industrial markets, in most cases, demand is nonelastic;

You cannot set prices that are too low, because the industrial (wholesale) buyer associates this with the low quality of the goods, or with contraband;

Offering a product at a lower price than competitors will increase sales.

The demand for PPTN is elastic if the purchased goods are fully included in the finished product, and therefore in its cost price.

4) Features of pricing policy and sales marketing of industrial enterprises.

Forecasting is the backbone of any trading system and, if done correctly, can make you extremely wealthy.

When developing a pricing policy, consider the following:

The sales system can be organized directly, or with the use of intermediaries (see Fig. 2.2.).

Wholesale firms, distributors, dealers, sales and sales agents, brokers, etc. can act as intermediaries.

Depending on the type of ownership of the goods, intermediaries can perform the following functions:

. transport goods, bring them geographically closer to the location of end consumers;

. store goods;

. establish contacts with potential and real clients;

. collect marketing information about the state of the market and demand;

. inform potential consumers about products, advertise them and stimulate sales;

. provide additional services to consumers - order picking, packaging, cutting, etc.

. bear certain costs for organizing the channel's activities - to finance the channel;

. bear financial and other types of risks for the functioning of the channels.

The company's own sales network consists of the company's sales department and a group of dependent intermediaries. The advantages of creating your own sales network:

1. Organization of direct interaction with end consumers of products.

2. Own sales network is focused on selling only the company's products, all efforts of managers and sales agents are distributed in accordance with the general marketing and sales strategy of the company.

3. The possibility of organizing a strict system of accounting and control over the movement of goods, sales volumes, return of goods and its reasons increases.

5) Marketing communications in the industrial market.

Communications is understood as the whole set of emerging connections and relationships between market entities in the course of their activities. These may include production and technological ties between cooperating companies, business relationships between buying and selling firms, personal contacts between company personnel, information links, etc. In this regard, communication in industrial markets is not limited to considering only the relationship between selling and buying firms, it also includes relations between competing companies, relations with banks, government agencies and all other actors in the industrial market. This leads to the fact that relations between industrial market actors, or communications, become the main element of analysis in industrial marketing, and the establishment and development of relations - the main goal of the industrial leader.

6) Organization of the marketing service of an industrial enterprise.

Organizationally, the marketing service should be subordinate directly to the director of the enterprise, which ensures the independence of its position in relation to other departments and an objective assessment of the capabilities of the enterprise when developing its marketing policy. In its activities, the marketing service should interact with the divisions of the enterprise involved in achieving its production and commercial goals:

The interaction of the marketing service with other departments is shown in Fig. 2.3.

The tasks of the marketing service at the enterprise are the collection and analysis of initial information, planning and forecasting, and operational work. Let's consider the main options for building a marketing service based on its tasks.

Organization by function takes place, when the types of products and markets are few, they can be viewed as some homogeneity. The divisions of the enterprise specialize in the following areas:

Market research, assortment planning and new services;

Organization of commodity circulation and creation of a dealer network.

Organization by product type - useful in cases where the company produces several types of products targeted at different categories of consumers and requiring, moreover, the organization of a special service. In this case, managers for each type of product, as a rule, are assigned all of the above activities, with the exception of advertising, exhibitions and public relations, which are assigned to a separate manager.

Market Organization ("market" is a specific industry) is appropriate if the promotion of a product on the market requires specific knowledge of its use in specific industries. In this option, managers are also assigned to enterprises of a specific industry, regardless of geographic location, and the whole range of tasks, except advertising, etc.

Organization by territory it is considered beneficial when in each of the selected regions the nomenclature is not very high, and the differences between consumers are insignificant. In the structure of the marketing department of the enterprise, all managers are broken down by geographic region. This allows the manager not only to have a clear picture of the region, but also to maintain personal contacts with the leaders of the wholesale and retail trade links in them. In practice, various mixed schemes for organizing the marketing service are often used.

7) The principles of organizing marketing research on the prothought market.

With the growth of sales volumes, the number of buyers and markets, sellers need to study their buyers - who they are, their needs, buying behavior, motivation, etc. Every salesperson tries, by studying the consumer, to create a standard model (salesperson code of conduct) to facilitate sales.

Industrial buyers are all companies and organizations that enter into relationships with manufacturers and sellers for the purpose of purchasing goods and services.

The following types of industrial buyers can be distinguished:

Industrial enterprises;

Construction organizations;

Trading (wholesale and retail) companies;

Transport companies;

Non-manufacturing enterprises;

State bodies and organizations;

Non-profit organizations;

Individuals licensed to carry out various commercial activities (agents, brokers, brokers, notaries, lawyers, etc.).

Industrial buyers are characterized by their sizes:

By the number of employees;

By turnover or gross income;

By the volume of purchases of resources, etc.

In addition, each customer is characterized by its own organizational structure, field of activity, level of qualifications of personnel, reputation, etc.

The seller must have a clear idea of his main customers, their size and capabilities, as well as trends in preferences and needs. All this is necessary for the correct understanding and prioritization and emphasis on servicing certain types of consumers, on the allocation of resources to maintain and develop communications with the most profitable or promising buyers.

Industrial marketing also has the Pareto Rule, which states that 20% of buyers provide 80% of the profits. In another way it is called "80/20".

The main value of an analysis based on the Pareto effect is that it can help to identify the areas of activity to which the company should pay the most attention.

The next point to pay attention to when organizing marketing research is the identification of "market niches" of unmet demand.

Solution options:

1) Discussion of such issues with firms representing the most promising market segments.

2) Development of a list of problems faced by the use of this type of product, then 100-200 customer firms (or individual consumers) are asked to rank the identified problems according to their degree of importance, and in accordance with this ranking, measures are taken to improve the product.

3) Analysis of the structure of the required qualities and the degree of their availability in the supplied product.

Taking into account the interests of buyers often not only helps to identify needs, but also allows you to get new ways to meet them. In some industries, most new product models are developed by consumers themselves.

Marketing communications in the industrial market gutnikov pavel. Marketing of industrial enterprises Motivation of marketing communications in market conditions

Marketing of petroleum products

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