Marketing complex technical products: the importance of intangible attributes

Article Abstract:

Historically, big ticket industrial marketing practice has been to emphasize measurable product characteristics and features when communicating with prospective buyers. This article questions the wisdom of that practice. First of all, there is very little if any research that supports it. Secondly, it strongly conflicts with well researched and accepted consumer marketing practices that imply that buying decisions are often primarily based on psychological factors. Are we to believe that an executive makes business buying decisions based on quantifiable product characteristics and yet makes personal buying decisions based on intangibles? In an effort to expand the available research on this question, this article examines the types of information senior Management Information Systems (MIS) executives employ in the mainframe computer product decision process. Specifically, the criteria these executives use in selecting an operating system for their large scale mainframe computers is examined. The results suggest that after base performance criteria have been met, big ticket industrial buying decisions are largely based on psychological factors. Therefore, successful industrial marketing should include a greater emphasis on the psychological aspects of the buying decision. (Reprinted by permission of the publisher.)

Marketing, Product development, Management information systems

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Research practice in business marketing: a comment on response rate and response bias

Article Abstract:

Tanner (Organizational Buying Theories: A Bridge to Relationships Theory. Industrial Marketing Management, 28, 245-255 (1999)) contends that we as journal reviewers and editors should be more lenient when it comes to reviewing findings of survey research with low response rates. The problem with this argument is that it seems to condone the acceptance of poorly conducted research. Data from surveys with low response rates are likely to be affected by self-selection bias. Consequently, results from such survey data are lacking in external validity. Work of Woodside and Ronkainen (How Serious is Nonresponse Bias in Advertising Conversion Research? Journal of Travel Research, 22, 34-37 (1984)) is reviewed to illustrate the disparity between respondents and nonrespondents in survey research. Finally, clarification is offered regarding Tanner's presentation of Katrichis' work (Katrichis, J.M.: Exploring Department Level Interaction Patterns in Organizational Purchasing Decisions. Industrial Marketing Management 27, 135-146 (1998)), as an example of a study with a low response rate. (Reprinted by permission of the publisher.)

Market Research

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Supply chain management: the integration of logistics in marketing

Article Abstract:

Issues discussed concern the benefits of implementing logistics solutions based on information technology to manage distribution systems. Topics addressed include efficient consumer response, supply chain management, and the relationship between manufacturers and resellers.

Europe, Management Theory & Techniques, Statistical Data Included, Logistics, Business logistics, Distribution channels

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