Assessing the structure of industrial buying centers with multivariate tools

Article Abstract:

The buying center has long been a focal point of study by academic researchers, and of concern to practitioners in the field of business-to-business marketing. Organizational purchasing tends to be a more complex process than consumer buying, not least because the procedure is one in which a number of parties impact on the decision in a variety of ways. Decisions to purchase within an organization are generally the net result of the inputs of various functional departments and specialists as well as various in-company political alliances and interest groups. Studying buying centers is a complex task, and tools that simplify this are in short supply. This article suggests the use of multi-dimensional scaling (MDS) techniques as devices that will enhance the understanding of organizational buying centers. Specifically, it illustrates the use of MDS as a tool for identifying coalitions within the context of overall buying group structure. Recent developments in the application of MDS to marketing problems are reviewed, and an example of an application of this tool to industrial buying centers is then presented. Implications for researchers and practitioners are drawn, and suggestions ar made for on ongoing research. (Reprinted by permission of the publisher.)

Market Research, Methods, Multivariate analysis, Marketing research

---

Pricing an industrial service

Article Abstract:

Industrial services differ from products in a number of fundamental ways. These differences hold important implications for the development of pricing programs, and raise questions about the conventional pricing practices used by industrial marketers. In this article, the authors identify pricing opportunities available to the marketer of industrial services, and attempt to determine the extent to which these opportunities are being realized. Results are reported of a survey of managing partners in CPA firms regarding their pricing practices in selling to commercial accounts. The findings suggest a preoccupation with formula-based, cost-centered pricing approaches. Few firms appear to recognize the strategic potential of the price variable. (Reprinted by permission of the publisher.)

Pricing

---

Environmental turbulence and organizational buying: the case of health benefits in South Africa

Article Abstract:

The relationship between environmental turbulence and the structure and functioning of the organizational buying center is explored. Results are reported of an empirical study conducted in South Africa during an extended period of turbulence. Higher levels of perceived turbulence were associated both with structural variables (e.g., involvement levels, formalization) and decision-making variables (e.g., information sources relied upon, attributes emphasized), but more so with the former. A number of managerial implications are drawn from the findings, and suggestions are made for ongoing research. (Reprinted by permission of the publisher.)

South Africa, Corporations, Corporations, South African

Similar abstracts:

• Abstracts: Charting the industrial buying stream. Requirements driven market segmentation. Telephone qualification of sales leads
• Abstracts: Industrial supplier-buyer negotiations. The impact of JIT on industrial marketers. Dissolution of a relationship: the salesforce perception
• Abstracts: Good reasons for keeping the president at home. A formula for success in multicultural organizations. 'SHAM', a good formula for losing your local nationals
• Abstracts: Japan tidal wave. European winners. M & A the Japanese way
• Abstracts: Venture capital seeks pan-European base. The bright new worlds of Benetton. Wanted: more mongrels in the corporate kennel

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.