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Personal selling is an effective marketing tool for industrial<br />
products. A good industrial marketer must be very good<br />
in customer focus and able to communicate customers’<br />
demands along the organization’s internal supply chain to<br />
produce the products and services that fit the customers’<br />
requirements.<br />
Modern Marketing Concepts<br />
Many successful companies grew their businesses<br />
from small enterprises into large companies. Some of them<br />
become very successful multinational companies. Toyota<br />
grew from Mr. Toyoda, who made textile spinning mills. Du<br />
Pont grew from Mr. E. I. Du Pont, who established a black<br />
powder (gun powder) plant in Delaware 250 years ago.<br />
Bridgestone, which is the largest tire manufacturer, grew<br />
its business from Mr. Ishibashi, who made rubber shoes for<br />
farmers before World War II. These successful businessmen<br />
grew their businesses by being hard working and<br />
dedicated to their work. The one thing they had in common<br />
was that they grew their businesses by adding new ideas to<br />
generate differentiation of their products from others. They<br />
Banja Junhasavasdikul, Ph.D.<br />
53
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