Summary
Contents
Subject index
Thoroughly updated, this much anticipated new edition provides students with a comprehensive, state-of-the-art view of industrial marketing. With a focus on strategic thinking and acting, the authors examine the distinct challenges of the business-to-business marketplace. These include: faster product and service development; shortened product life cycles;, new processes for selling, distribution, and customer service; increase in entrepreneurial firms; and the need to create and sustain long-term customer relationships. Separate chapters are devoted to buying decisions, market research and analysis, and purchasing practices, including treatment of the latest technological developments in just-in-time systems, Web-based procurement, and enterprise resource planning and manufacturing systems. Each chapter includes illustrations of real world marketing issues, key concepts, learning objectives, and discussion questions.
Researching Business-to-Business Markets
Researching Business-to-Business Markets
Learning Outcomes
After reading this chapter you will:
- be able to explain why accuracy, timeliness, relevance and uniqueness are valuable characteristics of marketing information;
- understand how the fundamental characteristics of business-to-business markets affect the market research process;
- know how to apply market research sampling techniques in business markets;
- know why survey response rates tend to be low in business-to-business market surveys, and what techniques can be used to improve response rates;
- be able to use a standard industrial classification as a basis for sample selection in business markets; and
- understand how the relationship between a market research agency and a business-to-business client organization can affect the success of a research project.
Introduction
In the preceding three chapters we have looked at how organizations buy, at how inter-firm relationships are becoming ever more important in business markets, and at the ...
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