Blurring the lines: Is there a need to rethink industrial marketing?

1. Blurring the lines: is there a
need to rethink industrial
marketing?
Abhishek Prabhat – 13202189
Sunil Behera – 13202177
Debi Prasan Das – 13202197
Satyam Mohanty – 13202041
Shahina Jacob – 13202225
Submitted to-
Prof. Joydeep Biswas

2. Introduction
• Mid 1960 primary focus of marketing research was consumer market
• Focused on buying centres and buying process explored the
interrelationship between buying organization and selling
organization.
• Some of insight as developed in industrial marketing were relevant to
consumer marketing.
• Purchase decision to involve husband, wife, children and other
influencer.
• Core principles of marketing has got modified from the B2C to B2B

3. Changing Business environment
• A convergence of B2B and B2C markets, driven by development of the
internet and the rise of small business.
• A blurring of value chains through outsourcing and other relationships that
allow networks of firms to do what was once done within the firm.
• A blurring of relationships with customers, as customers are invited to
participate with companies in the design and delivery processes.
• A blurring of functions within the firm as marketing and other functions are
more integrated through EDI and other systems; and
• A blurring of product, services and customer experience, moving from an
"industrial" base to a knowledge-based society.

4. Rethinking and mental models
• Mental models play a very powerful role in shaping our perception
and actions in any field.
• At a certain point particularly when the world changes we need to
challenge and rethink our models so they do not hold as back.
• Breakthroughs in business such as creation of overnight delivery by
FedEx.
• The design of overall packaging business challenged traditional mail
and delivery services with a hub and spoke system.

5. Toward a new model for business and
industrial marketing.
1 Expanding the focus from buyers to stakeholders.
2 Recognising new forms of relationship and empowered consumers.
3 Re-examining the role of outsourcing and traditional make by
decision.
4 Bridging disciplinary silos.
5 Importance of brand equity.
6 Information and communication technology.

6. 7 Shift from product to services and from transaction to the total
customer experience.
8 Designing product and services and business model for developing
world.
9 Rethinking the role of marketing research and modelling.
10 Rethinking matrices and dash board

7. Conclusion
• Rethinking on whether we should consider B2B and B2C marketing
differently? And if we consider them separately , how do we
distinguish based on the maturity of the fields and the dynamic
business scenario.