ABSTRACT
Industrial marketing means that companies sell direct to their customers without using the distributive trade at all. This is often the case where there are relatively few buyers in a market which is quite crowded with suppliers. The most important task for a manufacturer operating in markets with a significant distributive trade may be the attempt to influence and persuade the end user of his product and to try forcing methods to push it through the trade. The function of any distributor basically is to break bulk and to provide the final user with the service he needs which would be too costly for the manufacturer to provide himself. Mail-order selling is a seductive business. Most distributive trades are more interested in fast-moving products at slender margins than they are in obtaining a fat margin from a top-priced slow-seller.
