Charting the industrial buying stream
Article Abstract:
This article discusses the industrial buying process as a problem solving stream of behavior with industrial buyers differentiated by their function and position in the stream. By charting the stream the marketer can recognize the function and location of buyers and prospects in relation to the channels and bars, and develop an overall marketing strategy and detailed tactics for a given marketing stream. The charting shows very different dynamics up and down the stream. Roles of purchasing agents, technical problems solvers, and problem spotters are highlighted as they relate to the stream of problem solving activity. The charting process unmasks the hidden relationships in the often-referenced buyclass model, explains them, and shows how two generic telemarketing scripts can serve as useful buying stream charting tools. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1990
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Requirements driven market segmentation
Article Abstract:
The acceptance of the segmentation appears to have outstripped the ability of industrial marketing professionals to make the concept of either operational or strategically relevant. As a result, we often find that industrial customers are not divided into segments; customer selection often is opportunistic and unplanned; and industrial niche marketing remains an unfulfilled promise for too many industrial firms. This article attempts at least a partial remedy for this problem by offering a systematic and practical segmentation process and paradigm with requirements in the form of needed operating parameters and desired common buying factors as its centerpiece. The model incorporates a group process, and also shows how both corporate and competitive strategies are integrated into the segmentation process. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1989
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Telephone qualification of sales leads
Article Abstract:
This article discusses an approach for dealing with the issue of complex business-to-business product or service sales lead qualification via the telephone. The approach reflects both good sales communications procedures as well as the problem-solving behavior of complex business-to-business product prospects. The result is a model sales lead qualification script that departs in substantive ways from standard telemarketing practice. The approach offered also represents the beginnings of a general "theory" of telemarketing scripts. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1987
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