Relationship marketing in practice: myths and realities

Article Abstract:

Gaps are explored between normative perspectives regarding relationship marketing found in the academic literature and the current practices of industrial marketers. The literature is reviewed to ascertain how researchers currently define relationships, their perspectives on the nature and types of relationships that exist, arguments for forming relationships, and circumstances where relationships are appropriate. A conceptual model linking managers' definitions, perceptions, attitudes, behaviors, and behavioral intentions in the relationship area is developed and tested. Results are reported of a cross-sectional survey directed at marketing executives from a sample of 480 industrial firms based in South Africa. The results suggest broad support for the concept of relationships, but less evidence of meaningful behavioral change. Relationships tend not to be approached systematically, involve little tangible investment, and have resulted in only modest infrastructure change within vendor organizations. Significant findings are reported for linkages among a number of the variables in the model. Implications are drawn for theory and practice. (Reprinted by permission of the publisher.)

Practice, Marketing management

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The role of entrepreneurship in industrial marketing activities

Article Abstract:

This article investigates the relationship between marketing and entrepreneurship in established firms. Entrepreneurship is approached as an organizational process consisting of three dimensions: innovativeness, proactiveness, and risk-taking. Results are reported from a survey of marketing managers regarding their perceptions of the entrepreneurship construct, its overall importance in their firms, the marketing management areas where entrepreneurship is most critical, and the major obstacles to encouraging entrepreneurship within the marketing function. Marketers generally see their own activities as fairly entrepreneurial. (Reprinted by permission of the publisher.)

Innovations, Marketing research, Market research, Business-to-business market, Business to business market, Entrepreneurship

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Separate prices as a marketing tool

Article Abstract:

This paper emphasizes the importance of price differentials, charging different customers different prices for the same product or services, as a means of introducing flexibility into industrial pricing. Managerial, legal, and ethical aspects of this practice are discussed. Results of a survey of the awareness levels, attitudes, and behavior of industrial marketing managers are summarized. The study concludes that differentials are widely used, and are viewed quite favorably by managers. They are not well-managed, however, in part due to a failure to appreciate the underlying rationale for charging differential prices. (Reprinted by permission of the publisher.)

Research, Prices, Resale price maintenance, Price maintenance

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