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The Industrial Customer

  • Ronald McTavish
  • Angus Maitland
Chapter
Part of the Macmillan Studies in Marketing Management book series

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

  1. 1.
    R. W. Hill and T. J. Hillier, Organisational Buying Behaviour (London: Macmillan, 1977).Google Scholar
  2. 3.
    See, for example, W. B. England, ‘The Purchasing System’ (Homewood, Ill.: Irwin, 1967) p. 156;Google Scholar
  3. 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; andGoogle Scholar
  4. 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.Google Scholar
  5. 4.
    P. J. Robinson and C. W. Faris, Industrial Buying and Creative Marketing (Boston, Mass.: Allyn & Bacon, 1967).Google Scholar
  6. 7.
    F. E. Webster and Y. Wind, Organisational Buying Behaviour (Englewood Cliffs, N.J.: Prentice-Hall, 1972).Google Scholar
  7. 8.
    B. Klass, ‘What Factors Affect Industrial Buying Decisions?’, Industrial Marketing (May 1961).Google Scholar
  8. 10.
    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).Google Scholar
  9. 11.
    See L. Fisher, ‘Understanding Industrial Markets’, in Industrial Marketing (London: Business Books, 1969) chap. 2, pp. 11–27.Google Scholar
  10. 12.
    (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.Google Scholar
  11. 13.
    G. McNutt, ‘How to Identify Buying Influences In Your Market’, Industrial Marketing (June 1976) pp. 134–6.Google Scholar
  12. 15.
    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).Google Scholar
  13. 16.
    See D. S. Ammer, Materials Management as a Profit Centre (Homewood, Ill.: Irwin, 1968).Google Scholar
  14. 20.
    For further information, see G. Constendine, ‘Inside Media Research: Understanding the Industrial Buying Process’, Admap (Jan 1971).Google Scholar
  15. 22.
    R. A. Bauer, Consumer Behaviour as Risk Taking (Chicago: American Marketing Association, 1960).Google Scholar
  16. 23.
    For example, G. M. Robertson, ‘Motives in Industrial Buying’, Proceedings of the AMA Conference (June 1960) pp. 266–76.Google Scholar
  17. 25.
    R. F. Shoaf, ‘Here’s Proof — the Industrial Buyer Is Human’, Industrial Marketing (May 1959).Google Scholar
  18. 26.
    W. Kroeber-Riel, ‘Emotions in Industrial Marketing’, Rationalisierung (Federal Republic of Germany) (Oct 1977).Google Scholar
  19. 27.
    P. Allen, ‘Psychology of the Buying Decision’, Purchasing and Supply Management (Dec 1977).Google Scholar
  20. 28.
    G. Strauss, ‘Tactics of Lateral Relationship: the Purchasing Agent’, Administrative Science Quarterly, vol. 7 (Sep 1962).Google Scholar
  21. 29.
    For an overview of modern research in this field see M. J. Baker (ed.), Industrial Innovation: Technology, Policy, Diffusion (London: Macmillan, 1978).Google Scholar
  22. 30.
    M. J. Baker, Marketing New Industrial Products (London: Macmillan, 1975).Google Scholar
  23. 32.
    M. J. Baker and S. T. Parkinson, Predicting the Adoption and Diffusion of Industrial Innovation, Report to the Social Science Research Council (Apr 1976).Google Scholar
  24. 33.
    See, for example, L. Lee and D. W. Dobler, Purchasing and Materials Management, 3rd ed. (Maidenhead: McGraw-Hill, 1977).Google Scholar
  25. 34.
    General Electric Company, ‘Value Analysis’, Purchasing Magazine (June 1950) p. 94. For other checklists see Lee and Dobler, op. cit., chap. 13.Google Scholar
  26. 35.
    S. F. Heinritz and P. V. Farrell, Purchasing: Principles and Applications (Englewood Cliffs, N.J.: Prentice-Hall, 1965) pp. 219–22.Google Scholar

Copyright information

© Ronald McTavish and Angus Maitland 1980

Authors and Affiliations

  • Ronald McTavish
    • 1
  • Angus Maitland
    • 2
  1. 1.University of StrathclydeUK
  2. 2.R. W. Kinnaird & Co. LtdUK

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