Formation demand and sales promotion of goods in the market environment is an important factor in the success of the enterprise.And that advertising is a tool using which the company can carry out the modification of the behavior of potential buyers to get their attention, to create a positive image and show its social value.Formation of the demand and sales promotion for the products of mass consumption and industrial purposes are carried out in different ways.On the basis of this division of goods subject to different methods of advertising exposure to potential buyers.
consider in more detail the industrial goods.These products are designed for production and sales promotion services, and thus to make a profit.However, supply and demand factors of production form at all those who work for them.The decision on the purchase of factors of production takes the owner.In addition, the decision to purchase such goods is usually carried out collectively, and, at the highest leadership level, often passing a long process of discussion.This is due to the fact that the purchase of production equipment, which also is decent and can cause tangible financial losses and reduce opportunities for companies competing in the market.
There is a misconception that advertising as a tool that provides demand generation and sales promotion of industrial products should be designed to direct the expert.However, it is not considered that the decision to purchase receives a control.Even if in the past Manager was a good specialist in any case the issue will first be considered from the point of view of economic and organizational feasibility.Therefore, advertising of factors of production should primarily be aimed at managers and businessmen who, thanks to her may be interested in using the product, and the anticipated benefits of its use.
That is why the formation of demand and sales promotion should be seen "through the eyes of the buyer."
to close the deal for the purchase of production equipment is not enough information about the characteristics of the products offered, such as lower costs of labor, materials, improved performance of the production process.After offering their products, the company often tries to persuade potential customers to make the rejection of a supplier with whom the buyer is already working.And this entails a caution or distrust.
to demand generation and sales promotion is successful, the necessary reasoned, truthful and not satisfactory evidence that confirms that the product characteristics comply with the stated.Arguments cause trust if they are supported by the findings of independent organizations that carry out testing and certification of these factors of production.
Although in comparison with the buyers of the goods of mass consumption goods production potential buyers is much smaller, but still fairly significant number.In this context, advertising and marketing promotion in relation to goods which are intended for industrial purposes can also be expensive and bulky, for products of mass use.If we talk about minimizing the cost of marketing activities and advertising for the products of industrial purpose best promotion channels are: direct mail (direct mailing of), advertising in professional journals specific industrial area, advertising in business - edition for managers.Thanks to them, the company will be able to communicate with potential customers required target group.
