Whenever an organisation consciously brings marketing into the management of its products, be they services, fast-moving consumer goods or industrial products, the fundamental principles of marketing always apply. Any marketing-orientated organisation will seek an understanding of its customers, the markets of which they are a part, the opportunities which exist within that market, the best ways to compete with its rivals and so on. In spite of these similarities, however, most organisations working in industrial markets instinctively know that the marketing of their products requires a different set of approaches from those required when marketing in a consumer goods environment. To operate effectively in industrial markets, it is therefore important to understand what these differences are since they will highlight those areas on which the organisation must focus its attention within the basic tenets of marketing as a whole.
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