Abstract
The last chapter emphasised that the industrial marketer can obtain useful insights into the demand for his products by studying their characteristics and the indirect way in which need for them arises. But this information needs to be supplemented by a closer examination of the motives and behaviour of actual customers themselves. By using information of this sort to influence resource allocation decisions, the seller is in a position to satisfy the basic requirement of a marketing-oriented approach.
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Notes and References
R. W. Hill and T. J. Hillier, Organisational Buying Behaviour (London: Macmillan, 1977).
See, for example, W. B. England, ‘The Purchasing System’ (Homewood, Ill.: Irwin, 1967) p. 156;
R. J. Robinson and B. Stidsen, ‘The Case of the Industrial Buying System’, in Personal Selling in a Modern Perspective (Boston, Mass.: Allyn & Bacon, 1967) pp. 135–47; and
W. B. Ozanne and G. A. Churchill, ‘Adoption Research: Information Sources in the Industrial Purchasing Decision’, in R. L. King, Proceedings of the American Marketing Association (Fall 1968) pp. 352–9.
P. J. Robinson and C. W. Faris, Industrial Buying and Creative Marketing (Boston, Mass.: Allyn & Bacon, 1967).
F. E. Webster and Y. Wind, Organisational Buying Behaviour (Englewood Cliffs, N.J.: Prentice-Hall, 1972).
B. Klass, ‘What Factors Affect Industrial Buying Decisions?’, Industrial Marketing (May 1961).
For a case example of one firm’s experience with different centralised and decentralised purchasing arrangements see M. Syddell, ‘Buying at BOC’, Modern Purchasing (May 1977).
See L. Fisher, ‘Understanding Industrial Markets’, in Industrial Marketing (London: Business Books, 1969) chap. 2, pp. 11–27.
(1) H. Buckner, How British Industry Buys (London: Hutchinson, 1967). (2) Financial Times, ‘How British Industry Buys’, Joint Financial Times/Industrial Market Research Ltd Survey, Nov 1974. (3) Scientific American, ‘How Industry Buys — A Study of the Systematic Procedure for Purchasing Materials, Component Parts and Equipment’, 1970.
G. McNutt, ‘How to Identify Buying Influences In Your Market’, Industrial Marketing (June 1976) pp. 134–6.
For a discussion of actual and predicted changes in the buying function see G. Willis (interviewed by G. Tavernier), ‘Purchasing Over the Next Ten Years’, Industrial Purchasing News (Jan 1974).
See D. S. Ammer, Materials Management as a Profit Centre (Homewood, Ill.: Irwin, 1968).
For further information, see G. Constendine, ‘Inside Media Research: Understanding the Industrial Buying Process’, Admap (Jan 1971).
R. A. Bauer, Consumer Behaviour as Risk Taking (Chicago: American Marketing Association, 1960).
For example, G. M. Robertson, ‘Motives in Industrial Buying’, Proceedings of the AMA Conference (June 1960) pp. 266–76.
R. F. Shoaf, ‘Here’s Proof — the Industrial Buyer Is Human’, Industrial Marketing (May 1959).
W. Kroeber-Riel, ‘Emotions in Industrial Marketing’, Rationalisierung (Federal Republic of Germany) (Oct 1977).
P. Allen, ‘Psychology of the Buying Decision’, Purchasing and Supply Management (Dec 1977).
G. Strauss, ‘Tactics of Lateral Relationship: the Purchasing Agent’, Administrative Science Quarterly, vol. 7 (Sep 1962).
For an overview of modern research in this field see M. J. Baker (ed.), Industrial Innovation: Technology, Policy, Diffusion (London: Macmillan, 1978).
M. J. Baker, Marketing New Industrial Products (London: Macmillan, 1975).
M. J. Baker and S. T. Parkinson, Predicting the Adoption and Diffusion of Industrial Innovation, Report to the Social Science Research Council (Apr 1976).
See, for example, L. Lee and D. W. Dobler, Purchasing and Materials Management, 3rd ed. (Maidenhead: McGraw-Hill, 1977).
General Electric Company, ‘Value Analysis’, Purchasing Magazine (June 1950) p. 94. For other checklists see Lee and Dobler, op. cit., chap. 13.
S. F. Heinritz and P. V. Farrell, Purchasing: Principles and Applications (Englewood Cliffs, N.J.: Prentice-Hall, 1965) pp. 219–22.
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© 1980 Ronald McTavish and Angus Maitland
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McTavish, R., Maitland, A. (1980). The Industrial Customer. In: Industrial Marketing. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-16317-5_3
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