A method to improve response to industrial mail surveys

Article Abstract:

Mail surveys play a critically important role in industrial marketing research. This article reviews previous literature, presents a process model of the major elements involved in constructing industrial mail surveys, and overviews a comprehensive approach to mail survey design known as the Total Design Method (TDM). The TDM is relatively exhaustive and covers all facets of questionnaire design and implementation. The value of the TDM is illustrated by reviewing two industrial marketing studies that attempted to follow the TDM guidelines. The results of a cost-benefit analysis indicate the TDM can provide excellent value to industrial marketing researchers. (Reprinted by permission of the publisher.)

Mail surveys, Market surveys

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What types of profitability reports do marketing managers receive?

Article Abstract:

Marketers have been subjected to considerable criticism for not understanding the financial impact of their decisions. Although profitability reports using contribution analysis have been advocated as a tool that will help marketers make strategic decisions about their firms' product offerings and the allocation of scare corporate resources, this research found that the profitability reports used in major corporations varied significantly from company to company and from the format advocated in the literature. This paper identifies the shortcomings of corporate reporting methods and recommends ways to improve the current situation. (Reprinted by permission of the publisher.)

Profit, Profits, Corporation reports, Company reports

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Using trade missions for export market entry

Article Abstract:

Export market entry by industrial firms using and not using trade missions are investigated. Trade missions are a potentially useful export marketing tool, however, their use is contingent upon management orientation. Implications for export marketing management are discussed. (Reprinted by permission of the publisher.)

Export marketing

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