Installations:

The installations are manufactured industrial products or assets that set the scale of production for the firm. Their main features or characteristics are that they directly affect the scale of production in the firm. For example, if you give Kenya Airways new typewriters, the change in production will no be altered very much. But if you give the same airline 15 new jet planes, e.g. Jumbo 767 planes, their scale of production will drastically change. Examples of installations are furnaces for steel mills, building in a factory, or diesel engines for a railway.

Marketing of installations provides a big challenge to the marketers because each sale is important. No intermediary agents are used for sales are made directly from the producer to the user.

Marketing challenges include the following:-

• The unit sale is large
• The product is made to the required buyer's specifications
• Presale and after-sale services are essential
• The sales force must be of high caliber
• Sales engineers are used for selling
• Personal selling is used for promoting the product (limited advertising can also be applied)