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Basics of Marketing - Kotler Philip

Clientele

The firm needs to carefully study its customers. It can act on five types of client markets. All of them are presented in Fig. 24, and below are their brief definitions.

1. Consumer market ? Individuals and households who purchase goods and services for personal consumption.

2. The market of producers ? Organizations that purchase goods and services for use in the production process.

Fig. 24. The main types of customer markets

3. The market of intermediate sellers - organizations that purchase goods and services for the subsequent resale of them with profit for themselves.

4. The market of state institutions - state organizations that purchase goods or services for their subsequent use in the sphere of public services, or for the transfer of these goods and services to those who need them.

5. The international market ? Buyers abroad, including foreign consumers, producers, intermediate sellers and government agencies. The company "Schwinn" sells its bicycles in all these markets. Some of the bicycles are sold to consumers directly from the factory or through retail outlets. She sells her bicycles and manufacturers who use them to deliver goods or for trips on the territories of enterprises. The firm also sells bicycles to wholesalers and retailers who resell them in consumer markets and producer markets. She could sell her bicycles to government agencies. And of course, it sells it to foreign consumers, producers, intermediate sellers and government agencies. Each type of market has its own specific features, which the seller needs to carefully study (see Chapters 5 and 6).