Similarities in industrial procurement across four countries

This article reports on a cross-sectional, longitudinal, and comparative study of industrial buyer behavior. The study points to clear similarities in industrial purchasing between buyers in two industries in four countries. It also shows similarities in results using the same instrument taken in studies several years apart and points to generalizations about the involvement of different departments in the purchase of a variety of product types in different international markets.     

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.     

Measures used to evaluate industrial marketing activities

Given the importance of controlling marketing efforts, a study was conducted of industrial manufacturers to determine the extent of their use of various measures to evaluate different marketing activities. The predominate measures used for evaluation were sales volume with much less utilization of profitability, productivity, and expense measures.     

Generalizing industrial buying: A longitudinal study

This paper expands and updates a major survey conducted in 1970 by Scientific American, Inc. Both surveys were designed to measure the influence of key corporate groups or departments on the purchasing decision. Despite major differences in the two samples, there was very good agreement between the two surveys. All the Kendall's rank correlation coefficients were significant at the 0.05 level. The purchasing department continues to play a key role in the purchase of materials, component parts, and equipment, especially when it comes to taking advantage of new price differentials, surveying available makes, and choosing suppliers. The applications of the results are explored in two short cases.     

Realigning industrial marketing channels

Dramatic changes are occurring in industrial patterns of distribution. This article provides a structure for analyzing realignments in industrial marketing channels. Specifically, the analysis centers on the channel efficiency and effectiveness dimensions that were generated by a shift from industrial distributors to a public warehouse.     

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.     

Reaffirming the management ethic in industrial firms

These then are the ground rules underlying what I call “the manegement ethic.”They are based on common sense, logic, and a sense of fair play—but then, that is quite simply what good management is all about. There is nothing original about these ideas; nor, as can be seen from the following quotation, is there anything new about them.We trained hard—but it seemed that every time we were beginning to form up into teams, we would be reorganized. I was to learn later in life that we tend to meet any new situation by reorganizing. And what a wonderful method it can be for creating the illusion of progress while producing confusion, inefficiency and demoralization.     

Setting multinational industrial marketing strategies

Nations of the world are striking out, from various starting points, along a variety of new development paths, reflecting a widespread repudiation of the conventional economic model of development based on a common, predetermined roadway to progress. Marketers who are bound by tradition may perceive the alternative development approaches as threats to standardized marketing strategies. Innovative marketers will view them as important keys to expanded market opportunities throughout the world.     

The key issues and procedures of industrial marketing research

Industrial marketing research has failed to receive its due attention in marketing books and journals, even though the volume of transactions in industrial goods and services is more than twice that of consumer goods and services. This article provides a systematic and wide ranging review of the issues, procedures, and opportunities found in industrial marketing research.     

Frameworks of strategic marketing information needs

This article presents a normative approach for developing an industrial marketing information system. The purpose is to provide encouragement that an understandable logic does exist behind user-designed systems.     

Guidelines for marketing a new industrial product

This article presents an illustration of what evaluations and obstacles a new product can face in an industrial market. Guidelines are also suggested which will hopefully better prepare industrial marketers for more success in marketing new products.     

Trends affecting industrial distributors

Industrial distribution has only recently been affected by the trend of large distributors to merge, acquire, and expand. Independent distributors are confronted with new challenges that threaten their very survival. Major efficiencies must be developed in order for independent distributors to remain an important force in industrial distribution.     

Conflicts between engineering and marketing units

Complex issues in today's highly technological society continue to demand an effective relationship between industrial marketing and engineering. Nevertheless, we may frequently see counter productive and contradictory behavior between the two professions. To broaden and enhance marketing thinking, this article explores a number of relevant challenges, opportunities, and possible solutions for managing potential conflict between industrial marketing and engineering.     

Developing better industrial advertising

This paper reports on various factors that should be applied by industrial advertisers in order to improve their advertising effort. Topics on setting objectives, developing copy, designing the layout, and selecting media are covered in an applications-oriented way. The result is a concise approach of how industrial advertising can be more effective.     

Factors that influence the length of industrial channels

This article is concerned with the length of channels utilized to market industrial products. Several marketing scholars have proposed that the appropriate channel structure is a function of conditions associated with the market for the product, the nature of the product itself, and characteristics of the producer and middlemen. By means of a survey of industrial product manufacturers, this study identified six characteristics of middlemen, industrial markets, and industrial customers that appear to be significant influences on the length of channels used to distribute industrial products.     

Technology transfer from government laboratories to industrial markets

The first purpose of this article is to explore the interface between Marketing and R&D. The intent is to illustrate the nature of the relationship that must be developed and maintained to assure the successful transfer of technology from Federal laboratories to the civilian and commercial sectors of the nation. The second purpose of this article is to explore how government participation affects the R&D—Marketing interface and other dimensions of the innovation process.     

Purposes and analysis of industrial package design

A simplified analysis is presented of the physsical phenomena and mechanical stresses involved in schock and vibration hazards which lead to concealed damages. The role of industrial packaging design in reducing the destructive mechanical stresses to harmless levels is discussed. Consideration is also given to the factors to which contribute to an optimal package design based on a compromise between the cost of occasional concealed damage and the cost of extra protection achieved by the liberal use of expensive packaging designs.     

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.