MARKETING

Hey, guys, welcome back.

We're going to continue talking about marketing.

Remember? Remember that in the previous lesson we study it

the different, um, responsibilities of marketing.

We decided that marketing is not only about selling and

advertising, right.

So we have that, um, marketing, Like I said.

But there are two types off customers that we will

have. We will have the consumer market, and we will

have the industrial markets.

What is the difference between these two?

Consumer market?

Are the actual final user off the product off our

product? So it means, for example, when you are selling

food in McDonalds, you are selling it to the consumer

market because you are selling the hamburgers to the people

that actually eat those delicious meals.

But then when you are selling to the industrial market,

you are actually selling to McDonald's to the restaurants.

Okay, you're selling them machinery to produced their final products.

Okay, So different marketing strategies will often used between these

two markets, for example, business selling computers to both consumers,

perhaps through retail shops and in the industrial customers.

So if you're selling computers, you need to approach to

customers. Maybe you want to sail a computer to a

person that is actually going to use it for their

personal purposes.

Or you want to sell computers to, ah, hall industry.

You want to sell computers to a school?

They don't only need one computer.

They need, I don't know, 102 100 computers.

Okay, so we need different approaches for this too.

Now, let's analyze, then the consumer market.

So you see, here we are talking about markets for

goods, and service is bought by the final user or

off them.

Yeah. And then again, industrial markets for goods and service

is but by businesses to be used in the production

process off other products.

Okay, Now we see, Let's see what we have to

do if we are going to sell.

If we're going to market to businesses.

Okay, So when selling to other businesses computer manufacturer, for

example, we're going to continue using this example.

Ah, computer manufacturer will not focus on retail stores, but

they use mawr.

Resource is on industrial exhibitions and direct or personal selling

to companies.

So they off course instead of going to a retail

store and sell one computer that what will they do.

They will have commercial people to go and visit companies

and offer their service is so they need to ask

for appointments with, um suppliers, our the purchases department and

they will contact them and present.

Their service is okay.

They will customize each computer system to the exact requirements

off each business customer, so they need technical department as

well. That will customize the computers for their companies needs

Okay. Also, when we market business to business, promote the

product as being a cost saving and profitable choice, not

something that will satisfy or a consumer desire or need.

So since companies are always looking for profitability for improving

in their costs, you need to promote this product as

being a cost saving and profitable choice.

Okay, also, you need to produce technical production promotions.

I'm sorry and literature that will recognize that business customers

will very likely be knowledge but not knowledgeable on will

be making on informed choice.

So the person that is going to make this sale

needs to be the space technical specifications of the machinery.

You cannot send anybody over there because the person the

person buying will ask intelligent questions about the machinery.

OK, so that's another thing that you have to take

into account when you guys were going to sell to

companies. Your cell, Your sales person, okay.

Needs to know the technical specifications off the product that

you guys are selling.

Okay, So tangible goods are often marketed in different ways

to intangible consumer service is Remember, we studied the difference

between a service and a good and the service.

Okay, So intangible.

Customer consumer service is managers responsible for selling.

Service is such as banking service is or hotel service

is have to consider a number off factors.

Um, for example, service's are consumed immediately.

Okay. For example, when you go to a hotel is

not something that you will take home.

Okay, So you need you're going thio by, or you're

going to pay right away for it.

So they the service's cannot be stored.

So, for example, on empty hotel bedrooms during the off

back season may have to be filled by charging much

lower prices.

So you need to take this into account.

When you guys are a selling service is okay.

Service's cannot be taken back to be repaired or replaced.

So the service quality must be right that first time

or the consumer will not return.

Consumers find it much more difficult to compare service quality

than manufactured goods.

So promotion off service's must be informative and detailed about

the precise nature off the range and quality off service

is offered.

Okay, people needs to be trained, approachable and helpful.

Uh, this is very important to the successful marketing.

Off service is, by contrast, products such as Nintendo's will

often sell themselves due to their innovative features.

Okay, so there are some tangible things that they sell

on their own.

But service is you need to have really good customer

service relationship, so people come back to your company.

Okay, guys.

So this is pretty much what I have to say

about the difference between selling to a person and selling

to a business.

So if you guys have any questions, don't out on

contacting me over my email or the chat on the

on the email as well that we have access through

the through the G suite for education on your chromebooks.

Okay, so let's continue with some other topic

MARKETING

Audio TranscriptAuto-generated