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MARKETING CAPITAL GOODS. THREE BASIC ASPECTS

Taking shipbuilding as an example, marketing is considered in the broad sense, including market research, selection and design of products, methods of selling, agents, pricing which would include conditions of sale or contract, advertising and publicity and overall market activity. The three basic activities in marketing are examined- identification of the requirement, promotion of the requirement through advertising, direct selling, etc, and finally satisfying the requirement. In discussing the question of defining the product, it is pointed out that by defining ones business, a broader view can be taken of his activities. For example a company which is in shipbuilding can be said to be in either transportation or materials handling and, therefore, there is little reason why the skills and knowledge gained through shipping cannot be applied to other activities. If one is saying that one is in materials handling then this opens up quite a large spectrum relative to cargo handling, relative to loading and unloading and many other facets.

  • Availability:
  • Corporate Authors:

    Benn Brothers Marine Publications Limited

    Lyon Tower, 125 High Street, Colliers Wood
    London SW19 2JN,   England 
  • Authors:
    • WATSON, J L
  • Publication Date: 1970-4

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 00015160
  • Record Type: Publication
  • Source Agency: Engineering Index
  • Files: TRIS
  • Created Date: May 13 1972 12:00AM