Determining industrial marketing factors in technology based small-medium enterprise: product aspect versus relationship aspect

In today?s life, doing business is not as easy as it was since the competition in business world is getting higher and higher. The competition is causing people to struggle in order to keep their business alive. It happens in all kinds of business for both Business-to- Customer (B2C) and Business-to-Business (B2B). Therefore, it is a must for a company to learn how to anticipate the upcoming challenge in the future. The challenge here is about how a small-medium company with technology based that deals with machinery industry can survive in this competitive world. It all comes to one answer, which is marketing. In order to survive, industrial based company needs to clarify which of the factors that influences the most to their company performance. There are two major aspects that can be considered, which is product aspect and relationship aspect. The researcher is trying to compare both aspects whether they are influencing each other or not based on both perspective seller and buyer. It is done to overcome the challenging future