Industrial marketing, also known as business-to-business (B2B) marketing, involves the sale of goods and services between businesses. It focuses on marketing industrial goods, which are materials and components used by industries in the production of end products. Industrial marketing is characterized by one-to-one relationships between sellers and buyers, complex multi-stage buying processes that require approval from several decision makers, and long selling cycles that involve prospecting, qualifying leads, presentations, contract negotiations and more.

1. Industrial Marketing

2. Prepared By
Manu Melwin Joy
Assistant Professor
SCMS School of Technology and Management
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com
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3. Industrial Marketing
• Industrial marketing (B2B) is
the marketing of goods and
services by one business to
another. Industrial goods are
those an industry uses to
produce an end product from
one or more raw materials.

5. Examples
• An organization seeks
to split the work
between the two
firms based on an
evaluation of each
firm's capabilities.

7. Examples
• A sales representative
makes an appointment
with an organization that
employs 22 people. He
demonstrates a
photocopier/fax/printer
to the
office administrator.

9. Main Features
• Marketing is one-to-one
in nature. It is relatively
easy for the seller to
identify a prospective
customer and build a
face-to-face
relationship.

11. Main Features
• Highly professional and
trained people in buying
processes are involved.
In many cases, two or
three decision makers
must approve a
purchase plan.

13. Main Features
• Often the buying or
selling process is
complex, and includes
many stages.

15. Main Features
• Selling activities involve
long processes of
prospecting, qualifying,
wooing, making
representations,
preparing tenders,
developing strategies,
and contract
negotiations.