Primary research
Collect information directly from actors in the industrial
chain using telephone, face to face or web interviews.
Industrial marketing research
Collect and analyse market information from key actors
of the industrial chain, clients, non clients, client’s
clients, specifiers, competitors, distributors, experts,
control and legal bodies etc…
Specifier
Participant in the decision process that has a strong
influence but does not purchase the offer. In the building
market for example, the architect is a key specifier.
Purchase decision process
Process used by the client to decide to take or reject
an offer. It involves different steps, decision participants
(including specifiers), and their criteria. These processes
vary according to the client companies and the strategic
nature and risk of the purchase. Industrial marketing
research is particularly concerned with understanding
the purchase decision process.
Industrial chain
Succession of companies that transform and integrate the
product from the raw material, through the OEM to the
final user.
Industrial Marketing
A Business-to-Business marketing inside an Industrial
chain, raw materials and products are transformed and
integrated throughout the chain. In these markets, needs
and expectations of the client’s client may be more important
than those of the client.
Business-to-Business Marketing
A marketing that is adapted to the specific conditions
of selling to business markets, large, small companies
or professionals, private or public. BtoB markets typically
include a decision process and are more heterogeneous,
technical than consumer markets.
Marketing BtoB
Marketing adapté aux conditions particulières des marchés
« entreprises », par exemple leur hétérogénéité, leur
technicité, présence de processus de décisions d’achat
etc…
Market driven company
A company that has put the “client” at the heart of its
strategy.
Marketing
Internal or external function of an organization aimed
at knowing the market and at designing, developing and
promoting product/service offers adapted to the needs
of that market. |
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