Consumer and Business Market. Consumer marketing. Consumer market consists of individual customer and is aimed at large demographic groups through mass media and retailers. The consumer market can broadly be classified into: . Consumer Products Food and beverages Retail.
Food and beverages
Companies realigning their activities towards meeting specific customer needs, radically changing business models and exploring new ways of collaboration between buyers and sellers.
Sub segments in the sector:
Domestic electrical appliances
Cosmetics and toiletries
Fast Moving Consumer Goods (FMCG)
Gems and jewellery
Companies in this sector are faced with exceptional growth opportunities in the wake of increased consumer awareness and changing lifestyles and perceptions. Brand loyalty and positioning remain paramount to gain increased presence in the consumer's minds.
Sub segments in the sector: Bakery and milling products Beer and alcohol Beverages Cocoa products and confectionery Dairy products Distilleries Frozen foods Meat and poultry Packaged foods / snack foods
The industry is characterized by low margins and high growth. Companies need to be dynamic and respond to the ever-changing trends in consumer lifestyle and behaviour. They need to focus on providing value for money and generate loyalty for repeat purchase.
Sub segments in the sector:Convenience stores Department stores Food chain outlets Mail order / catalogue services Specialty stores Supermarkets Franchises
is the practice of individuals, or organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations.
Four broad categories:
companies that consume products or services
“Business marketers serve the largest market of all; the dollar volume of transactions in the industrial or business market significantly exceeds that of the ultimate consumer market."
Companies such as GE and IBM spend more than $60 million a day on purchases to support their operations.
Dwyer and Tanner (2006) say the purchases made by companies, government agencies and institutions "account for more than half of the economic activity in industrialized countriessuch as the United States, Canada and France."
Trade Shows/Events -- $17.3
Internet/Electronic Media -- $12.5
Promotion/Market Support -- $10.9
Magazine Advertising -- $10.8
Publicity/Public Relations -- $10.5
Direct Mail -- $9.4
Dealer/Distributor Materials -- $5.2
Market Research-- $3.8
Telemarketing -- $2.4
Directories -- $1.4
Other -- $5.1