Purchase process for capital equipment and services

This article develops some interactive dimensions of the industrial buying center. Buying group processes and outcomes were examined for purchases of capital equipment and industrial services in 31 firms. Qualitative as well as quantitative data were analyzed to test the soundness of an interactive communication perspective on buying, and the managerial implications to be drawn from such an analysis. Equipment and services purchase measures were found to differ reliably across several indices suggested by our theoretical orientation.     

Pricing strategies that adjust to inflation

Recently, the inflation rate has moved to significantly higher levels than most firms anticipated. The firms' errors in projecting the inflation rate proved costly to many—especially those with long-term contracts to deliver at a fixed price. This experience has led many firms to consider alternatives to fixed price contracts. This article addresses alternative contractural forms and develops the economic principle to be employed in designing the optimal contractual arrangement.     

Modelling organizational buying as a sequence of decisions

Organizational buying consists of several stages, each of which yields a decision. These decisions may be linked together in a sequence to form a simple yet powerful model that marketers can use to predict outcomes of proposed marketing programs and to diagnose problems in existing programs. The model may be used with qualitative or quantitative data. The model helps both practitioners and scholars to identify research needs and opportunities.     

Interaction based market segmentation

Purpose of this article is to evaluate the significance of market segmentation in situations of selling complex industrial products. The notion of “interaction based segmentation” is developed in this study.     

A critical review of industrial market segmentation

This article reviews approximately 30 articles over the past 20 years that have addressed the topic of industrial market segmentation. The pursuit of a normative model to guide practitioners in segmenting industrial markets has made some progress with three identifiable models. There are a host of problems with the work done in the area both conceptual and methodological.     

Vendor segmentation: An additional level of market segmentation

This article describes a new conceptual approach, called “vendor segmentation,” which will be useful to industrial marketers in making their vendor evaluation and selection procedures more customer oriented, and hence more profitable, than conventional procedures. A practical approach for doing vendor segmentation analysis is outlined as a stepwise procedure, and the potential benefits and limitations of using this approach are discussed.     

Some factors in industrial market segmentation

Buyer-seller relationships are complex, especially in industrial marketing. A model for segmenting industrial markets is proposed and implications for organization buying behavior are summarized.     

A framework for strategic industrial pricing

A model for pricing decision making in an industrial setting is described. Written from the perspective of a price setter, the model starts with an evaluation of the relative strengths and weaknesses of both buyer and seller. These evaluations are then input into a strategic framework, which integrates tactical considerations with several environmental concerns. The article concludes with a set of strategic pricing alternatives, in a matrix form, to be used by price negotiators and pricing executives of industrial companies.     

Salesforce selection that meets federal regulation and management needs

A key problem for industrial marketing management is to develop a selection process that is both legally valid and managerially useful. By applying a selection approach which incorporates both a sequential selection process and a validation procedure, industrial marketers should be able to make better hiring decisions as well as comply with existing governmental regulations.     

Gross margin sales compensation plans

The notion that gross margin commission plans lead to optimum wages for salespeople and maximum profits for the firm was tested using data from 108 medical supply wholesalers. Results suggest that although gross margin plans may increase wages, they do not improve the contribution profits of the firm.     

A flexible approach to determining financial terms of sale

With high inflation and interest rates the financial or credit terms of a sale are an increasingly important source of foods for buyers and an expensive cost for sellers. This article proposes some guidelines for setting terms of sale policies which may benefit both buyers and sellers. A method for determining the best terms alternative from the buyers perspective is also described.     

Applying financial portfolio and multiple criteria approaches to product line decisions

This article describes the application of decision rules from financial portfolio theory to the evaluation of product lines. The focus is on the risk/return implications of an “add” decision to the total portfolio versus the individual product. Multiple criteria approaches that aid product line evaluations are also presented.     

Estimating Market Growth for New Products: An Analogical Diffusion Model Approach

There has been a lot of interest in diffusion models as a basis for prelaunch estimates of the sales of new products, and indeed there have been several models developed that have achieved fairly good acceptance by new product managers. One of the limitations of such models, however, has been the requirement that a sales history for the new product, even a short one from a test market, for example, be available to derive the parameters of the model. For some types of products—consumer durables, services, industrial products, for example—a sales history isn't available. In this article, Professor Robert Thomas suggests some steps toward the development of models that incorporate the attractive features of diffusion models. His approach is to use, in a systematic way, the sales histories of products that can be considered to have analogous features from a buyer's point of view. He illustrates the approach by forecasting the sales of a new service.     

Marketing to firms in developing asian countries

The Newly Industrialized and Developing Asian countries represent a substantial and growing market for capital goods and for industrial components. Industrial buyer behavior among firms in these countries is different from that exhibited by firms in the advanced, industrialized countries. Therefore, different marketing strategies are required to penetrate NIC and LDC markets. This article discusses industrial buyer behavior in the NICs and LDCs and makes recommendations for marketing strategies.     

A comparison of opinion and regression forecasting for an industrial product

Opinion-based forecasting techniques are widely used by industrial marketers. Rarely, however, are the results of these forecasts compared with alternative forecasting techniques and/or evaluated against actual operating results. In this study, opinion-based forecasting results for an industrial equipment manufacturer are evaluated against actual sales data. Further, the opinion-based predictions are compared with the predictions of a naive regression model. The results of these analyses suggest that the current opinion-based forecasting system is deficient.     

Improving mail survey responses from industrial organizations

A considerable amount of evidence has shown that some of the techniques that enhance response in mail surveys of industrial respondents differ from those that increase response rates in mail surveys of the general public. In this article a number of suggestions are offered for obtaining, on a consistent basis, a 50% to 70% response within two to five weeks in mail surveys of industrial respondents.     

The effective use of marketing research consultants

Relatively little has been written about effectively managing the buyer-seller relationship for marketing research services. To provide insights into effectively managing this relationship, a survey of both buyers and sellers of marketing research services was conducted. Major findings were that proper problem definition, a familiarity with research methods by the research buyer, and continuous communication between buyer and seller were critical determinants of a successful consultant relationship. For best results the market research buyer-seller relationship should be treated as a mutually beneficial one, not one of conflict or acrimony.     

Financial Evaluation of the Product Line

When decisions are being made about adding or dropping a product, most managers will make a financial evaluation of the product and they may try to get some sense of the riskiness of the decision. They will also probably consider the effect of the add/drop decision on other products in the line. Seldom, however, do they consider the risk of a product mix decision in the context of the risk level of the overall product line. Professors Rabino and Wright argue that product managers should take a leaf from the analytical book of financial analysts and calculate a "product Beta" that shows the impact of the risk of the individual product on the risk of the whole portfolio of products. They also suggest some other ways of sharpening the financial picture in what are often strictly marketing evaluations. This is Professor Rabino's second article in JPIM . As in the previous one he coauthored with Howard Moskowitz, this one adds some interesting analytical methodology to managerial decision making.     

A dynamic industrial product model

This article reports on the development of a marketing model for industrial products to aid marketing managers in developing marketing programs on a quarterly and yearly basis. The system incorporates a market response model which relies heavily on the involvement of managers in providing inputs. The model was parameterized and tested in the context of a large manufacturer of capital goods. The results were supportive of the conceptual soundness of the moral and its utility in decision making.     

Effective advertising in industrial supplier directories

This article discusses the relative effectiveness of various advertisement characteristics in industrial supplier directories. Correlations and regressions on ad characteristics and response data indicate that ad space (size and/or number) and logos have a positive impact while the impact of pictures can be negative.