Distinguishing market segments to assess price responsiveness

Article Abstract:

Economists and marketers have developed theoretical constructs which suggest that effective market segmentation can be used to identify differences in price sensitivity among market segments. The purpose of this investigation is to extend theory in the industrial marketing literature by using marketing research to distinguish market segments that are useful in industrial pricing decisions. Both macrosegmentation, using characteristics of customers (that is, end-use and usage level), as well as microsegmentation (using behavioral variables) were utilized in a survey of natural gas customers to determine if segments of the industrial market differ in price sensitivity. (Reprinted by permission of the publisher.)

Prices, Market segmentation, Microeconomics

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An evaluation of progress in the development of a definition of marketing

Article Abstract:

This study evaluates progress in developing a definition of marketing. A survey of marketing educators, managers, scholar-experts and students was conducted to determine elements important in a definition of marketing, a ranking of popular definitions of marketing and an evaluation of the definitions based on relevant criteria. All categories of respondents ranked the 1985 AMA definition of marketing as the definition that best represents the discipline of marketing. (Reprinted by permission of the publisher.)

Standards, American Marketing Association

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Commitment and involvement: assessing a salesforce typology

Article Abstract:

Varying levels of organizational commitment and job involvement generate a salesperson typology which is empirically assessed. Ten hypotheses are tested using a national sample of 235 industrial salespeople. Eight of the hypotheses are supported. Significant differences in salesperson effort, performance and turnover propensities are identified for four salesperson categories. (Reprinted by permission of the publisher.)

Human resource management, Beliefs, opinions and attitudes, Management research, Sales personnel, Salespeople, Commitment (Psychology)

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