Problem formulation in industrial marketing research

Marketing research is achieving increasingly greater recognition in the industrial marketing field as one of the major tools to assist management in decision-making processes. Its position in consumer goods marketing has long been well established, and its use has been widespread. At the present time industrial marketing research is becoming more accepted as a normal part of marketing management whose efforts are directed to the industrial markets for goods and services.     

Increasing the role of direct mail marketing in industrial marketing strategy

Direct marketing has long been a dominant factor in the distribution strategy of industrial goods and services. Yet frameworks for strategy formulation in this area are nearly nonexistent in the literature. Much that has been written focuses on successful techniques, such as how to use a specific type of sales letter to improve results. This article outlines a set of key perspectives that industrial marketers may use to evaluate the potential effectiveness of direct marketing strategies.     

Success and Failure in New Industrial Services

The critical role of innovation has long been recognized in physical goods; however, the development of innovative services has received much less attention. The research described here reports on an early major study of success and failure in new industrial services. Building on her integration of two literatures on new product innovation and services marketing, Ulrike de Brentani reports how companies measure new service performance and the factors which are associated with success. She reports that new industrial services share some important success factors with physical goods, such as the firm's market orientation, a formal service development process, project synergy and a truly superior new service offering. Yet she finds that firms must adjust their approach to the distinctive character of services, including customer perceptions of service quality, features that successfully differentiate services in competitive terms and cost reduction.     

An applied theory for marketing industrial services

When the area of industrial marketing is discussed in the literature on marketing and marketing management, only the marketing of goods to industrial buyers are considered. However, a vast amount of services are also marketed in the industrial sector. There is some, although very limited, literature on professional or consultancy services, but the area is usually not thought of as a part of industrial marketing [1–3]. Recently, a few papers have been published where these services are treated as an integral part of industrial marketing [4, 5]. The purpose of this article is to suggest some frameworks concerning the marketing of industrial services.     

Direct mail response factors for an industrial service

This article addresses the lack of quantitative research on industrial services marketing communications by providing a quantitative study of a direct mail promotion for an industrial service. Prenotification, the structure of the letter, the ethnic background of the signatory, personalization, and prequalifying the respondent were tested as factors influencing the response rate in the direct mail promotion. The results are useful as baseline information for current practitioners and to provide insights for the future development of theories of marketing communications for industrial services.     

Critical path method for introducing an industrial product

New product development continues to be a vital evil for most organizations. Considerable attention has been directed toward this function in the consumer goods field but relatively little research has been directed toward this critical task for producers of industrial goods. Industrial goods marketing managers seem to agree that error at the announcement/ introduction phase of the new product development process is responsible for the greatest number of new product failures. This article suggests use of the critical path method to ensure success at this crucial stage.     

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.     

Segmenting a business market for a professional service

This article uses benefit segmentation to analyze the structure of an industrial market for professional services— the market for CPA services among business firms. Data were collected from a random sample of U.S. business firms, stratified to include a broad cross section of the market for CPA services. Benefit segments were described by linking CPA selection criteria importance ratings with client firm characteristics such as business firm size. Examples of ways in which information about market structure can be used in marketing professional services are presented. The results provide evidence about the applicability of prior industrial marketing research and multilevel industrial market segmentation models to a professional services market.     

Global marketing of industrial products: Are interpersonal relationships always critical?

The present paper examines the issue of whether interpersonal relationships are critical for global marketing of industrial products. The fields of relationship marketing, IMP group research, sales research, and network theory have stressed the importance of interpersonal relationships in the business-to-business or industrial marketing context. In contrast to this emphasis on interpersonal relationships, we argue that industrial firms can both conceive and enhance marketing strategies based on developing high quality and consistent processes, products, services or outcomes (consistent processes and outcomes). Such strategies are especially important given the fact that developing interpersonal relationships is expensive due to their reliance on frequent and/or face-to-face communications. In this paper, we examine industry and country contexts that lead to the choice of alternative industrial product marketing strategies and highlight some future research directions and managerial implications.     

The transition from product to service in business markets: An agenda for academic inquiry

In recent years, industrial manufacturers around the world have deployed growing efforts in developing services in addition to their traditional product business in order to secure long-term growth and to remain competitive in the marketplace. Against this background, the present article introduces the reader to this special issue. It first recalls key aspects of the emerging service-dominant logic of marketing and examines how it relates to the business marketing field. It then illustrates the challenges faced by top executives of industrial companies in the transition from a product-centric to a service-centric business perspective through an interview with the managing director of ThyssenKrupp Service AG. After discussing how the articles included in this special issue advance the extant literature on industrial services marketing, the article finally develops a number of directions for future research on services in business markets.     

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.     

Industrial product concept testing

Concept tests are widely used for consumer packaged goods products; however, their use has not been widely described for industrial products. Concept tests can be particularly useful in situations where creation of working prototype products is expensive, as with many industrial products. We report a concept testing procedure that incorporates many features unique to industrial marketing problems. The results of a limited pilot test of the method are given.     

Marketing research by a small industrial firm: A case study

There is a growing need today for industrial marketers to conduct marketing research and use the results in making profitable business decisions. This paper describes a marketing research study conducted by a small industrial firm and discusses the nature and extent of its impact on the firm's operations. Several implications and practical guidelines are derived for industrial marketers in general, based on the firm's marketing research experience.     

Key trends in business-to-business services marketing strategies: Developing a practice-based research agenda

The marketing of B2B services has become an important field of academic enquiry. Industrial Marketing Management scholars have contributed to building a robust body of scholarship on the role of services as an indispensable aspect of company’s strategic performance process. However, with digitization, there is a clear need for theoretical concepts and frameworks that can guide companies in the development of contemporary and strategic roadmaps for their B2B service marketing strategies and performance practice. This position paper outlines an agenda and delineates issues in B2B service delivery that need to be addressed to close the gap between service marketing theory and practice and collaborate on the development of strategic service capabilities for the industrial marketing space. More specifically, we identify and discuss the impact of 5 important trends shaping B2B services: 1) gamification, 2) personalization, 3) Mixed Reality (MR), 4) data visualization, and 5) privacy. On the basis of these, we will offer a number of specific directions for future research by industrial marketing researchers.     

The development of consulting in goods-based companies

The article focuses on the developments in several B2B companies which traditionally produce goods and based on this experience are trying to enter the business of management consulting. It is the aim of the paper to identify the specific challenges that these companies are facing regarding marketing and selling their management consulting services. Furthermore hypotheses are developed that should give direction how to overcome those challenges successfully. Due to the lack of current research results, an explorative case study approach is chosen referring to two companies from the IT industry having gained relevant experience in this business area. In addition, theoretical frameworks demonstrate the plausibility of the hypotheses developed. If further research supports these hypotheses, it will have significant impact on the market strategy, marketing communication and sales organization of companies going to increase their consulting services.     

Value in business markets: What do we know? Where are we going?

This article presents a review of the existing literature on value in business markets, from the perspective of both business marketing and purchasing and supply management, in three steps. First, some of the early research strands on value are examined including value analysis and engineering, the augmented product concept, consumer values, and economic value of customers. Then this seminal research and more recent research are categorized according to two distinct levels of analysis: the value of goods and services versus the value of buyer-supplier relationships, and different understandings of the role of business marketing and purchasing and supply are discussed. Lastly, a number of future research avenues, which can be organized around the value of products/relationships on the one hand and value analysis/creation/delivery on the other, are considered.     

Do brand names differentiate identical industrial products?

Many industrial marketing companies manufacture goods that are intrinsically identical to goods made by their competitors. When faced with this problem, an increasing number of companies attempt to use branding at the ultimate consumer level to pull their product through intermediate manufacturers and distribution channels. This paper analyses the validity of this strategy by looking at the U.K. man-made fibre market, where it has been used extensively. The conclusions are that branding alone is unlikely to be of value in the market. This hypothesis is supported by the results of a survey of industrial experts and consumers. It is suggested that the key to controlling the market in question is branding with rigid control of product end use.     

Business marketing in BRIC countries

This paper highlights the increased importance of the BRIC countries (i.e., Brazil, Russia, India, and China) in the world economy. The BRICs are not only among the best economic performers but are responsible of a considerable part of the goods and services consumed globally and intensely trade one another. This means significant business interaction that existing research fails to explain. Hence, this special issue was prepared to encourage publication of empirical research of business marketing that involves one or more BRIC countries. This paper briefly introduces to the eleven research papers included in this special issue.     

The adoption of national account marketing by industrial firms

National account marketing has been a common industrial marketing practice since after World War II. National account marketing means that special marketing procedures are followed in selling, servicing, and monitoring certain key customers considered important to the goal attainment selling company. The importance of the account may lie in the volume of goods purchased, the dollar value of the purchases, share of market controlled, prestige of the account, or any number of other factors thought to be critical to goal attainment of the selling firm.     

Industrial marketing in Romania

This article by Dr. Lilian Cre?u facilitates an understanding of industrial marketing procedures in Romania. In the author's country industrial marketing has been, until recently, the least developed branch of marketing activity. However, as the Romanian economy develops (with a predicted 48% of industrial production in 1975 consisting of new or modernized products), classical central planning may become insufficient for accurately predicting and meeting Romania's need for industrial goods. Some autonomous decisionmaking by economic subunits may become necessary. It is possible, therefore, that industrial marketing activity at the microeconomic level will increase. Lilian Cre?u attempts to demonstrate this last point by indicating the changes in the concept and modus operandi of management which are taking place under the impetus of economic expansion.