An Anatomy of Industrial Purchases
It was suggested in Chapter 1 that in order to identify successfully those who are involved in industrial buying and to anticipate their behaviour, the marketing executive needs to be able to answer a number of questions. What is the type of item or service being purchased? How is it used? Why is it bought? Has this type of item been purchased before? How frequently does the customer buy it? Will the performance or technical details be specified or will these be left to the supplier, who will merely be asked for a solution to a problem? How essential is the purchase item to the customer? How much risk is associated with its purchase?
KeywordsIndustrial Market Industrial Good Operating Supply Purchase Item Marketing Executive
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Notes and Reference
- 1.L. Fisher, Industrial Marketing — An Analytical Approach to Planning and Execution ( London: Business Books, 1969 ) p. 268.Google Scholar
- 2.A. W. Frey (ed.), ‘Industrial Marketing’, Marketing Handbook, 2nd edn (New York: Ronald Press Co., 1965) Ch. 27.Google Scholar
- 4.H. Buckner, How British Industry Buys ( London: Hutchinson, 1967 ).Google Scholar
- 5.G. T. Brand, ‘The Industrial Purchasing Process and Company Organisation’, M.Sc. Thesis, University of Bath, 1974.Google Scholar
- 9.J. Marrian, ‘Marketing Characteristics of Industrial Goods and Buyers in A. Wilson (ed.) The Marketing of Industrial Products ( London: Hutchinson, 1966 ).Google Scholar
- 10.G. Risley, Modern Industrial Marketing ( New York: McGraw-Hill, 1972 ) p. 363.Google Scholar
- 14.T. J. Hillier, ‘Decision-making in the Industrial Buying Process, Ph.D. thesis, University of Bradford Management Centre (1972).Google Scholar