Industrial Marketing Strategy

"Customer orientation and commitment to quality are really the same thing."

"To understand and intelligently attack industrial marketing problems, a number of substantial differences between industrial and consumer marketing must be recognized."

"Attempting to maximize the performance of any subsystem can block optimization of the total system."

"It is difficult to overstate the importance of the procurement function to the efficiency, effectiveness, and survival of the organization."

"Buying is not an event. It is an organizational decision-making process, the result of which is a contractual obligation."

"Value analysis begins by looking at the design of the product in relation to the function it performs."

"At the core of every buyer-seller relationship is a series of individual interactions between representatives of the two organizations."

"Different selling and marketing strategies are required, depending upon the specific nature of the buying situation."

"The selection of customers is the most important decision any industrial firm makes because commitment to serving the needs of those customers will shape the firm's resouces and skills, business strategy, and organization structure."

"Microsegments are homogeneous groups of buyers within the macrosegments."

"New products provide new hope, promise, and challenge for the industrial marketing organization."

"The process by which ideas are generated, evaluated, directed, and turned into products is called the new product development process."

"A new product, or innovation, can be thought of generally as a concept or idea that must gain acceptance if the market is to develop."

"Since the whole bundle of product and service attributes must be tailored to fit the customers' needs, it follows that the selection of customers, the market segmentation decision, is a necessary step before the final definition of the product."

"Price is a critical element in the marketing strategy of the industrial marketer and should always be viewed in the context of that marketing strategy."

"Distribution has two related but distinct meanings in industrial marketing."

"Very often, the objectives of maximizing customer service and minimizing distribution cost are in direct conflict."

"There are three rather distinct sets of decision problems in the development of industrial sales management programs."

"Should a given marketing communication strategy emphasize awareness, attitudes, or buying action?"

"Strategic planning is the process of defining company capabilities and matching these to opportunities in a changing environment."