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Industrial Marketing syllabus

MKM 2156 units · 22 topicsAcademic year 2083/84
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Industrial Marketing

6 units

1. Introduction (8 LHs)

  1. Industrial marketing concept and system
  2. Industrial marketing mix and management issues
  3. Industrial buyer behavior and buying considerations

2. Industrial Demand (6 LHs)

  1. Derived demand
  2. Industrial product types and characteristics
  3. Industrial purchasing systems and methods
  4. Value and vendor analysis

3. Product and Service Strategy (6 LHs)

  1. Industrial product development process
  2. Industrial product mix
  3. Services marketing to industries

4. Channel Management (7 LHs)

  1. Distributors and sales agents
  2. Branch distribution
  3. Industrial channel strategy formulation
  4. Channel logistics

5. Pricing (7 LHs)

  1. Competition, costs and demand as price factors
  2. New-product pricing strategies
  3. Net, discount and geographic pricing policies

6. Promotion (14 LH)

  1. Industrial advertising objectives, appeals, messages and media
  2. Personal selling and salesperson selection, training, assignments and compensation
  3. Sales promotions, events and exhibitions
  4. Industrial catalogs and promotional novelties
  5. Public relations in industrial marketing