Promotion on the industrial products market

• Author: Todor R.D.
• Pages: 131-138

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 2 - 2015

Promotion on the industrial products market

Raluca-Dania TODOR1

Abstract: The literature abounds with articles and books on marketing and especially

promoting consumer products. As consumers for these goods we are exposed each day to

promotional messages of major product brands in order to attract or retain us when we are

already buyers. Fewer things have been written about how to do promotion of industrial

goods, which are a special category of goods, but have a very high quota in trade of goods,

both nationally and internationally. This article will analyse the main methods used to

promote the industrial brands and products on the market.

Key-words: industrial goods, advertising, business to business market.

1. Introduction

Industrial goods are raw materials, equipment, or product components required by

the business for the production or distribution of goods or other services. Industrial

goods range from mineral, agricultural, and forestry products to complex electronic

equipment. Consumer goods, on the other hand, are tangible commodities that are

produced and purchased to satisfy the wants and needs of the buyer.

The process and industrial products (P & IP) includes some of the world's

most complex and diverse organizations and brands producing chemicals, metals,

industrial products, forest, paper and packaging.

In terms of production goods and services, also called industrial goods have

certain characteristics that can be summarized as follows:

– In general, they are not intended for consumption, but are used to manufacture

other products or participate in company's operations;

– In most cases the goods and services production units are bought by commercial

or production companies, personal purchase is made only by those who perform

a profession of this kind;

– Production goods are often bought in large quantities directly from manufacturers

or through intermediaries, rarely by retail;

– The motivation of purchasing production goods is based mainly on rational reasons;

– Assessing the market that offers industrial goods may be easier than evaluating

the market offering consumer goods due to the limited number of manufacturers

of such goods.(Anghel 2002, 152)

1 Transilvania University of Braşov, raluca.todor@unitbv.ro