Guidelines for marketing a new industrial product
Article Abstract:
An analysis of the difficulties experienced by industry when introducing new products on the market results in the development of a list of marketing obstacles and guidelines for overcoming these obstacles, especially as they affect products marketed within the oil industry. It is concluded that market analysis is more important than technological considerations when developing new products. The importance of evaluating the new product's potential market and assessing that market's needs is emphasized; a technological breakthrough is not necessarily marketable, since acceptance of a product depends on its ability to meet consumer needs rather than its innovative characteristics.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1984
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Cooperation and conflict between industrial sales and production
Article Abstract:
The focus of this study is on the cooperation existing between managers in sales and production departments. The industry chosen for analysis is the can and tube industry, a field in which there is a slow growth rate and minimal technological advancement. Competition is so strong that communication between sales and production managers is crucial. The study surveyed executives in 146 corporations. The results indicate that communications between the two functions are inadequate, and suggestions for improvement are provided.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1984
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Differences between industrial and consumer product managers
Article Abstract:
This study compares individuals who are product managers in consumer and industrial products businesses. It is concluded that consumer and product managers tend to have different backgrounds and decision-making responsibilities. Consumer product managers exercise their authority in the sales promotion and advertising areas, whereas the industrial product managers are responsible for personal selling.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1984
User Contributions:
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