Product Marketing
A marketer should follow the maxim of the 4th century BC strategist Sun-zi, who said “Know self, know opponents, hundred battles, hundred victories.” We are the chemical processing industries (CPI), which is a collection of firms that manufacture and sell a range of products that involve chemistry and employ many chemical engineers. The buyers are consumers, businesses, governments, and foreigners. When we consider selling a product to a buyer, we pay particular attention to profitable and growing markets where our product has a relative advantage over competition. It takes a bold pioneer to introduce a new product that requires the creation of a new market. Let us study the sellers of chemical products, which are collectively called the CPI. These manufacturers are skilled in the use of chemical reactions and separations to make their products, and they employ many chemical engineers and chemists, often in highly responsible positions. Many of the firms in the CPI are also our suppliers of raw materials and intermediates, our customers for our products, and our competition in making and selling their products. The Statistical Abstract of the United States is published annually by the U.S. Census Bureau, which groups all the economic activities in the United States into 11 divisions by the Standard Industrial Classification (SIC). The manufacturing division is divided into 20 sections designated by two-digit numbers. The manufacturers that involve chemistry intensively are listed in table 9.1, by two 2-digit numbers, such as: 20 Food, 28 Chemicals, and 29 Petroleum Refining. The table lists the number of establishments, the number of employees and value of shipment in 1996. The SIC 28, “Chemical and Allied Products,” is the basic supplying industry to the other sectors. Table 9.1 also gives the subdivision of SIC 28 into three-digit subsectors, such as: 281 Industrial Inorganics, 283 Drugs, and 286 Industrial Organics. The subsectors of 281 and 286 form the core of the Chemical and Allied Products, as they provide raw material and intermediates for the rest of the subsectors, such as 282 Plastics and 287 Agricultural chemicals.