Marketing and Sales in the Chemical Industry by Rolf Jakobi

By Rolf Jakobi

If brands of chemical items are to outlive in trendy worldwide industry, they not just need to produce economically yet they need to even be capable of industry either chemical substances and expertise successfully. within the chemical undefined, an increasing number of chemists and chemical engineers are confronted with difficult advertising initiatives. This ebook supplies an summary of the explicit components for advertising chemical items and their significant markets. "Marketing and revenues within the Chemical undefined" is tailored for an expanding viewers. It not just covers the rules of promoting and the marketplace constitution of the chemical in nice element, but additionally discusses such smooth advertising instruments just like the net in addition to the newest tendencies and advancements. additionally, affordable, political and sociological features also are handled.

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Cases of unexpected shortage on the market shall not be considered in this connection. However, it is always possible to switch from a short- to a long-term policy, as indicated for both price levels. Price high Skimming strategies Quality/service leadership High-tech chemistry Chemical specialties Penetration low Market introduction short Economies of scale Chemical commodities long Time Horizon Figure 2-7 Price policies 36 The Principles of Business-to-Business Marketing Another fact in price policy should not be neglected.

Oral communication has the advantage that delegates of the companies are present and can make direct contact immediately, which is why companies spend a lot of money in sponsoring these events. From the buyer’s side, visiting congresses can be more cost effective than long-term market research. Beside the task to make a product known in the market, all communication processes have also the goal to achieve an enduring customer loyalty. This makes a continuous communication process necessary. An approximate guide suggests that it costs about four- to five-fold more to gain and convince a new customer than to keep an old one.

For physical reasons, no single product alone can be produced, only chlorine, hydrogen, and caustic soda simultaneously, or several fractions of hydrocarbons, respectively. Combined products form a product family of related chemicals, made in a single process from appropriate reaction(s) or consecutively by further physical or chemical treatment. While physical laws and technical limitations determine the products and ideal production location for the given examples, the same considerations of products and production location are determined by 42 The International Market Structure of the Chemical Industry sociopolitical and economic reasons in the case of a geographical conglomeration.

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