2. B2B Marketing & CRM Subject Code : 3.1.8 Total Marks : 100 External : 60 Marks Internal : 40 Marks Inclusion & Considerations Attendance : Not less than 75% Class Test : Better 2 out of 3 Presentation : In groups on course subject Case Study : Presentation Discipline : Sincerity & Obedience Participation : Effective
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11. Difference between Industrial and Consumer Marketing PARAMETERS INDUSTRIAL MARKETING CONSUMER MARKETING Market Characteristics Geographically Concentrated Geographically Disbursed Customer Size Relatively Fewer Buyer Mass Market Product Specification Technically Complex Products Standard Products Product Specification Technically Complex Products Standard Products Product Variant Tailor Made Products Customized Products Service Prompt and Competent Service Required Somewhat Important Buyer Behaviour Involvement of various functional Areas in both Buyer and the Suppliers Firm Merely involvement of Family Members or The Peer Groups Purchase Decision Based on Rational and Requirement Based on Social / Culture / Psychological Needs
12. Difference between Industrial and Consumer Marketing PARAMETERS INDUSTRIAL MARKETING CONSUMER MARKETING Technical Competence Needs Technical Advice Less or generally not required Interpersonal Relationship Stable Generally Non Personal Distribution Channel More Direct Channel Generally indirect Channel of Distribution Market Intermediaries Fewer Middleman and Intermediaries Multiple Layers of Intermediaries Market Promotion Personal Selling Emphasis on Advertising Pricing Strategy Competitive Bidding, Tender or Negotiation Based on MRP or List Price Mass Promotion Trade or Technical Journals Always on Mass Media Direct Mail Most Suitable Not Viable Always Loyalty Program Mostly ERP rarely CRM Mostly CRM & Rarely ERP Commissioned Agents Often Hired Sometimes Needed
