Segmenting High Technology Adopters

Article Abstract:

Buying behavior in companies is studied and helps identify means of segmenting the buyers. Buyer segmentation is important in the high technology component sales market. Companies who practice product innovation have been previously shown to practice different buying behavior and have different needs. The current study sample was composed of instrument manufacturers in the United Kingdom. It was found that purchasing practices of advanced components help identity means of market segmentation. Innovative firms purchase advanced components. When sellers segment by product innovation, they must recognize the business operations and marketing practices of their prospects. Different sales approaches are necessary when selling to innovative firms.

Research, Purchasing, Products

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Interaction Based Market Segmentation

Article Abstract:

When selling complex products like computers, interaction is required between buyer and seller. The two must establish the needs of the buyer and how they will negotiate their transaction. Interaction oriented market segmentation is studied for its benefits to industrial marketers. Results indicate that interaction segmentation is superior to demographic segmentation. The process satisfies Kotler's prescription for effective market segmentation. Dependent variables were measured in both the decision making process and in the postevaluation process.

Computers, Laws, regulations and rules, Digital computers, Marketing

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E-purchasing: profiles of adopters and nonadopters

Article Abstract:

The article identifies and evaluates variables such as information technology infrastructure, user characteristics, and organizational readiness that affect the successful incorporation of electronic commerce for business logistics.

Strategy & planning, General services, On-Line Information Services, Videotex & Teletext, Facilities & equipment, Telegraph & other communications, Methods, Planning, Usage, Equipment and supplies, Online services, Internet services, Cable television, Technology application, Company systems management, Information management, Electronic commerce, E-commerce, Logistics, Business logistics, Strategic planning (Business), Cable television/data services, Company business planning, Comparative advantage (Commerce), Comparative advantage

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