Introduction
• The
positioning of a product is not always fixed. It can change.
• It may need
to be adapted when internal and external conditions change.
Internal and External Influences
Type of product
•
A
large influence is the type of product.
•
There
are two types of product, industrial and consumer.
Consumer
•
Bought
by households.
•
Differ
in the way consumers buy them.
•
Different
types of consumer product include:
•
Convenience
– bought frequently, little planning required, low customer involvement, price
usually low, mass promotion and widespread distribution.
•
Shopping
– Bought less frequently, customers are careful about suitability, price,
quality and brand, more selective distribution meaning fewer outlets, both the
producer and reseller will advertise it.
•
Speciality
– Unique characteristics or brand, buyers make a special effort when buying,
high price, exclusive distribution or limited outlets and promotion is
carefully targeted.
Industrial
•
There
are multiple types of products for industrial.
•
Materials
and parts – raw materials and components, sold mostly to other businesses and
price and service are key issues.
•
Capital
items – Products used in production (of another product) or operations. It
includes IT systems, buildings and infrastructure.
•
Supplies
and services – Operating supplies (just supplies) and business services (such
as maintenance and security).
Marketing Mix for Business to Business
•
Specialist
buyers and sellers – they know what they are talking about.
•
Dealing
with professional buyers.
•
Buyer
seller relationship needs to be good. There is an emphasis on repeat business.
•
The
value of the purchase tends to be higher (as things are bought in bulk)
•
Quality
and price are important as it affects another company. Prices are often
negotiated.
•
Support
is a greater requirement.
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