Boiko A. 

L.L. Palekhova, research supervisor 

National Mining University 

 

FEATURES OF THE GOODS ADVANCEMENT  

IN THE INDUSTRIAL MARKET 

 

Demand for consumer goods has primary character, and demand for 

industrial and technological production – secondary. Secondariness of demand for 

industrial and technological production is connected with that level of their sales 

(consumption) and depends on a break-even sales level (consumption) of 

consumer goods. So, in the industrial markets it is necessary to search for all 

reasons of changing the tendencies in the markets consumer. A subject of 

industrial marketing is set of mutual relations between figures of the market, 

arising owing to their business activity - relations of purchase and sale, technical 

and economic cooperation, financial relations, technological communications, the 

business negotiations, competitive relations etc. Object of industrial marketing is 

the industrial market. 

As the industrial we will understand the market consisting of the market 

industrial and technological production. The industrial market covers all complex 

of mutual relations between the managing subjects, carried out in borders of 

certain district or branch. This specificity of the industrial market always should 

be considered! 

It is important to remember that at on the consumer market advertising is the 

tool of sales, on the industrial market it is directed, first of all, on formation of 

image of the enterprise. For this reason the advancement program should be 

planned at least for 3-5 years, and in any way for one year. That the advertising 

campaign became effective and has reached objects in view, it is necessary to 

develop its strategy in detail. It will allow to provide a uniform orientation of 

actions and concentration of resources on priority directions. 

Key factors of success 

First of all, for working out of strategy of an advertising campaign it is 

necessary to reveal key factors of success in branches and sources of competitive 

advantage, and then to be defined with the positioning formulation. These aspects 

are a core of all advertising messages and allow to define base idea on which all 

advertising campaign is under construction. So, the main accents of developed 



advertising materials are put on key factors of success and sources of competitive 

advantage of the organization. During an advertising campaign the image of the 

enterprise, in which basis - it’s positioning and image is formed. Key factors of 

success give the chance to the company to improve the competitive positions. 

Conditionally they can be divided into some types: connected with technology, 

manufacture, system of distribution, a marketing policy, qualification of the 

personnel or organization possibilities. Besides, favorable image and reputation of 

the company, pleasant, polite service, patent protection, the general low costs can 

be key factors. Usually for each branch are characteristic 3-4 key factors of 

success from which 1-2 are most important.  

Competitive advantages 

The following step to working out of an advertising campaign’s strategy - 

definition of sources of competitive advantage. Them can be a little, besides, 

depending on specificity of branch. Comparative competitive advantage in the 

markets of the industrial goods consists of two components: 

 - User – the superiority on quality; 

 - Price – the superiority at the price. 

Comparative competitive advantage should be essential, long time is correct 

be perceived, exist. Also it is important to consider orientation comparative 

competitive advantage not only to the client and the market as a whole, but also 

on the competitor. Orientation to the competitor assumes studying comparative 

competitive advantage of competitors to predict their actions, and also in case of 

need to create comparative competitive advantage which will surpass the 

competitor. At definition of a price policy also it is necessary to analyze a pricing 

policy of competitors initially. After the price should be given reason and actually 

proved and explained the consumer. The buyer has learned to consider and now is 

guided not only by the price and quality, but also on modern technologies, 

refusing purchase of cheap, technically out-of-date equipment with the lowest 

price in favor of the hi-tech. 

The markets industrial and technological production as well as the markets 

industrial and technological production, have the seasonal splashes in demand. 

So, for the majority of kinds industrial and technological production seasonal 

lifting of demand begins in the spring. Especially it is appreciable by group of 

building materials and the climatic technics. We will notice that demand usually 

for 1-1,5 months advances demand in a wholesale link at the end user. 



Certainly, at each enterprise at marketing the role and the set of functions in 

the communication, distributive policy, pricing etc. But from a classical complex 

4Р not to leave anywhere, they are present on each of the enterprises, truth, are 

frequently scattered on different divisions.