000 19432cam a2204525Ii 4500
001 2237
008 910205s1992 nyua b 001 0 eng
020 _a002946594x (paperback)
040 _erda
049 _aTR-IsMEF
050 0 0 _aHF5415.1263
_b.M67 1992
100 1 _aMorris, Michael H.,
_eauthor.
245 1 0 _aIndustrial and organizational marketing /
_cMichael H. Morris, University of Central Florida.
250 _aSecond edition.
264 _aNew York :
_bMacmillan Pub. Co. ;
_aToronto :
_bMaxwell Macmillan Canada ;
_aNew York :
_bMaxwell Macmillan International,
_c1992.
264 4 _a©1992.
300 _axv, 784 pages :
_billustrations ;
_c25 cm.
336 _atext
_2rdacontent
337 _aunmediated
_2rdamedia
338 _avolume
_2rdacarrier
504 _aIncludes bibliographical references (pages 765-773) and indexes.
596 _a1
650 0 _aIndustrial marketing.
900 _aMEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules
910 _aÇağlayan.
942 _2lcc
_cBKS
970 0 1 _aPreface to the second edition,
_piii.
970 0 1 _aIndex of cases to the relevant chapters,
_pxvi.
970 0 1 _aPart One introduction,
_p1.
970 1 2 _tChapter 1 the basics of industrial marketing,
_p3.
970 1 2 _tDefining industrial marketing,
_p4.
970 1 2 _tCustomer needs as the driving force,
_p7.
970 1 2 _tThe industrial marketing mix,
_p8.
970 1 2 _tWhy study industrial marketing?,
_p9.
970 1 1 _tThe size of the industrial market.
970 1 1 _tGrowth markets of today and tomorrow.
970 1 2 _tThe external environment of industrial firms,
_p17.
970 1 1 _tTechnological environment.
970 1 1 _tCustomer environment.
970 1 1 _tCompetitive environment.
970 1 1 _tLegal/regulatory environment.
970 1 1 _tEconomic environment.
970 1 2 _tDistinctive aspects of industrial marketing,
_p23.
970 1 1 _tProduct characteristics.
970 1 1 _tThe nature of demand.
970 1 1 _tBuyer economic/financial factors.
970 1 2 _tWhere are we going from here?,
_p30.
970 0 1 _aSummary,
_p32.
970 0 1 _aQuestions,
_p33.
970 1 2 _tIndustrial markets and products,
_p35.
970 1 2 _tThe nature of industrial markets,
_p36.
970 1 2 _tCommercial enterprises,
_p36.
970 1 1 _tCommercial enterprises and value added.
970 1 1 _tCommercial enterprises and derived demand.
970 1 1 _tGeographic dispersion of commercial enterprises.
970 1 2 _tInstitutional markets,
_p46.
970 1 2 _tGovernment markets,
_p49.
970 1 2 _tThe international industrial market,
_p51.
970 1 2 _tThe nature of industrial products and services,
_p60.
970 0 1 _aSummary,
_p63.
970 0 1 _aQuestions,
_p64.
970 1 2 _tPart Two understanding the industrial customer,
_p67.
970 1 2 _tChapter 3 the purchasing function in customer organizations,
_p69.
970 1 2 _tThe purchasing function,
_p70.
970 1 2 _tPurchasing procedures,
_p70.
970 1 2 _tOrganizing the purchasing operation,
_p74.
970 1 2 _tKey analytical tools in purchasing industrial goods,
_p77.
970 1 1 _tLife-cycles costing.
970 1 1 _tValue analysis.
970 1 1 _tTime-based buying strategies.
970 1 2 _tNew technologies affecting purchasing operations,
_p83.
970 1 1 _tJust-in-time inventory.
970 1 1 _tMaterials requirement planning.
970 1 1 _tElectronic data interchange.
970 0 1 _aSummary,
_p91.
970 0 1 _aQuestions,
_p92.
970 1 2 _tChapter 4 how organizations make buying decisions,
_p94.
970 1 2 _tMarketing starts with the buyer,
_p95.
970 1 2 _tSelling to organizations,
_p96.
970 1 2 _tTechnical, commerical and behavioral complexities,
_p97.
970 1 2 _tThe industrial marketer's lament: who buys?,
_p100.
970 1 2 _tInternal and external publics,
_p101.
970 1 2 _tIs industrial buying rational?,
_p103.
970 1 2 _tBuying as a process: the buystages,
_p106.
970 1 2 _tBuying scenarios,
_p112.
970 1 2 _tThe buygrid,
_p114.
970 1 2 _tTowards relationship marketing: buyers and sellers as partners,
_p116.
970 1 2 _tThe dyadic approach,
_p119.
970 0 1 _aSummary,
_p121.
970 0 1 _aQuestions,
_p122.
970 1 2 _tChapter 5 concepts and models of organizational buying behavior,
_p124.
970 1 2 _tThe buying center,
_p125.
970 1 2 _tA structural perspective,
_p129.
970 1 1 _tA power perspective.
970 1 1 _tA risk perspective.
970 1 1 _tA problem-solving perspective.
970 1 1 _tA reward perspective.
970 1 2 _tTwo general frameworks,
_p140.
970 1 1 _tThe webster.
970 1 1 _tWind framework.
970 1 1 _tThe sheth framework source loyalty as an outcome of buyer behavior.
970 0 1 _aSummary,
_p154.
970 0 1 _aQuestions,
_p154.
970 1 2 _tPart Three examining industrial market opportunities,
_p157.
970 1 2 _tChapter 6 industrial marketing research and intelligence,
_p159.
970 1 2 _tThe role of research in marketing decisions,
_p160.
970 1 2 _tWhen not to do research,
_p161.
970 1 2 _tMajor responsibility areas of marketing research,
_p162.
970 1 1 _tEstimation of market potential.
970 1 1 _tMarket share analysis.
970 1 1 _tDetermination of market characteristics and attitudes.
970 1 1 _tSales analysis.
970 1 1 _tForecasting.
970 1 1 _tStudies of business trends.
970 1 1 _tNew product acceptance and potential.
970 1 1 _tCompetitor analysis.
970 1 1 _tDetermination of sales quatos and territories.
970 1 2 _tMarketing research as a process,
_p165.
970 1 2 _tDescribing the steps in the process,
_p167.
970 1 1 _tProblem recognition and definition.
970 1 1 _tSpecify the study objectives.
970 1 1 _tEstablish the study hypotheses.
970 1 1 _tIdentify information needed.
970 1 1 _tSecondary data search.
970 1 1 _tDevelop the questinnaire.
970 1 1 _tData collection.
970 1 1 _tData analysis.
970 1 1 _tInterpretation and presentation.
970 1 2 _tAre there differences between industrial and consumer market research?,
_p172.
970 1 2 _tFrom marketing research to marketing intelligence,
_p177.
970 1 2 _tSteps in establishing and operating an MIS,
_p180.
970 1 2 _tFrom intelligence to decision support,
_p182.
970 1 2 _tThe use of secondary data sources in industrial market intelligence,
_p184.
970 1 1 _tInternal secondary data sources.
970 1 1 _tExternal secondary data sources.
970 1 1 _tGeneral business indices.
970 1 1 _tGovernment sources.
970 1 1 _tCommercial sources.
970 1 1 _tSecondary data and the SIC system.
970 1 1 _tProblems with secondary data.
970 1 1 _tTrends in industrial.
970 1 1 _tMarketing and intelligence systems.
970 0 1 _aSummary,
_p196.
970 0 1 _aQuestions,
_p197.
970 1 2 _tChapter 7 Assessing markets: demand measurement and sales forecasting,
_p199.
970 1 2 _tBasic concepts in examining industrial demand,
_p200.
970 1 1 _tTypes of market potential.
970 1 1 _tThe company sales forecast.
970 1 1 _tAssumptions.
970 1 1 _tMarket response curves.
970 1 2 _tSpecial characteristics of industrial demand,
_p205.
970 1 1 _tThe derived nature of demand.
970 1 1 _tConcentrated demand.
970 1 1 _tSource loyalty.
970 1 1 _tPrice building for capital equipment.
970 1 2 _tThe uses of demand analysis,
_p208.
970 1 1 _tDemand estimation and marketing planning.
970 1 1 _tDemand estimation and control of industrial marketing efforts.
970 1 1 _tDemand estimation and new product development.
970 1 2 _tBasic options when selecting demand analysis techniques,
_p215.
970 1 1 _tQualitative versus quantitative techniques: how mucj judgement?
970 1 1 _tBreakdown versus build-up methods: where to begin?
970 1 1 _tInternal versus external sources: where to get the data?
970 1 1 _tAssumptions: simple versus complex?
970 1 2 _tCommonly used techniques in estimating market potential,
_p217.
970 1 1 _tChain-ratio method of market measurement.
970 1 1 _tStatistical series method of market measurement.
970 1 2 _tCommonly used techniques in forecasting sales,
_p220.
970 1 1 _tQualitative approaches.
970 1 1 _tQuantitative approaches.
970 1 1 _tResolving the final sales forecast.
970 0 1 _aSummary,
_p231.
970 0 1 _aQuestions,
_p232.
970 1 2 _tChapter 8 industrial market segmentation,
_p234.
970 1 2 _tDefining market segmentation,
_p235.
970 1 2 _tAn example of market segmentation,
_p236.
970 1 2 _tThe process of segmentation,
_p237.
970 1 1 _tIdentify relevant market segmentation bases.
970 1 1 _tDetermine homogeneous groupings.
970 1 1 _tEvaluate the attractiveness of each market segment.
970 1 1 _tSelect target segment(s).
970 1 1 _tAlign the marketing strategy to market segment(s).
970 1 1 _tImplement and monitor.
970 1 2 _tDegrees of segmentation,
_p240.
970 1 2 _tWhat segmentation does for the industrial marketer,
_p242.
970 1 2 _tDecision criteria in market selection and targeting,
_p242.
970 1 1 _tCriteria for the usefulness of market segmentation.
970 1 1 _tCriteria for the selection of target markets.
970 1 1 _tCriteria for the allocation of resources.
970 1 1 _tImplementing the criteria: the cost-benefit perspective.
970 1 2 _tMethods and bases for segmenting industrial markets,
_p253.
970 1 1 _tThe macro and micro approach.
970 1 1 _tIntermediate bases: the nested approach.
970 1 1 _tA dynamic cost-benefit/nested approach to industrial market segmentation.
970 0 1 _aSummary,
_p262.
970 0 1 _aQuestions,
_p263.
970 1 2 _tPart Four designing and managing the industrial marketing mix,
_p265.
970 1 2 _tChapter 9 strategic management of industrial products and services,
_p267.
970 1 1 _tThe concept of strategy,
_p268.
970 1 1 _tStrategies versus tactics,
_p270.
970 1 1 _tTypes of marketing strategies,
_p271.
970 1 1 _tStrategic marketing management,
_p275.
970 1 1 _tThe strategic planning process,
_p276.
970 1 1 _tA case example of the need for strategic planning.
970 1 1 _tPitfalls of strategic planning.
970 1 2 _tConceptual planning tools,
_p283.
970 1 1 _tProduct life cycle.
970 1 1 _tProduct portfolios.
970 1 1 _tBusiness screens.
970 1 1 _tAlternative portfolio approaches.
970 1 1 _tExperience curves/economies of scale.
970 1 1 _tTechnology life cycles.
970 0 1 _aSummary,
_p295.
970 0 1 _aQuestions,
_p296.
970 1 2 _tChapter 10 the role of marketing in corporate innovation,
_p298.
970 1 1 _tThe importance of new products and services,
_p299.
970 1 1 _tTypes of product/service innovation,
_p301.
970 1 1 _tRisks and dangers in product/service innovation,
_p303.
970 1 2 _tWhy do new industrial products and services fail?,
_p304.
970 1 2 _tDimensions of success,
_p307.
970 1 2 _tThe innovation charter,
_p308.
970 1 2 _tProduct/service innovation as a process,
_p311.
970 1 1 _tIdea generation and screening.
970 1 1 _tConcept testing.
970 1 1 _tTechnical feasibility analysis and product testing.
970 1 1 _tProfitability analysis.
970 1 1 _tTest marketing.
970 1 1 _tMarket launch and life cycle management.
970 1 2 _tOrganizing for innovation,
_p322.
970 1 2 _tThe marketing-R&D interface,
_p325.
970 1 2 _tCorporate enterpreneurship,
_p328.
970 1 2 _tMarketing as the home for the entrepreneurial process,
_p329.
970 0 1 _aSummary,
_p330.
970 0 1 _aQuestions,
_p331.
970 1 2 _tChapter 11 managing industrial product and service lines,
_p333.
970 1 2 _tImportance of the product or service,
_p334.
970 1 2 _tWhat is a product?,
_p335.
970 1 2 _tUnique characteristics of industrial products,
_p337.
970 1 2 _tWhat is a service?,
_p338.
970 1 2 _tUnique characteristics of industrial services versus products,
_p340.
970 1 2 _tUnique characteristics of industrial services versus consumer services,
_p342.
970 1 2 _tSelling both products and services,
_p343.
970 1 2 _tItems, lines and mixes,
_p345.
970 1 2 _tBreadth of the mix/length of the lines/depth of the items,
_p347.
970 1 2 _tProduct/service strategy: the importance of quality,
_p349.
970 1 1 _tManaging product quality.
970 1 1 _tManaging service quality.
970 1 2 _tProduct/service strategy: the concept of positioning,
_p355.
970 1 1 _tPerceptual mapping and positioning.
970 1 2 _tDetermining product or service line profitability,
_p357.
970 1 2 _tElimination of products and services,
_p359.
970 0 1 _aSummary,
_p360.
970 0 1 _aQuestions,
_p362.
970 1 2 _tChapter 12 industrial pricing,
_p363.
970 1 2 _tCharacteristics of industrial prices,
_p364.
970 1 2 _tPrice as a measure of value,
_p366.
970 1 1 _tEconomic value to the customer.
970 1 2 _tA framework for setting industrial prices,
_p367.
970 1 1 _tThe role of price objectives.
970 1 1 _tEstablishing a strategy.
970 1 1 _tDeveloping a structure.
970 1 1 _tDetermining price levels and related tactics.
970 1 1 _tPutting the four together.
970 1 2 _tThe underlying determinants of pricing decisions,
_p376.
970 1 1 _tCompany objectives/strategies.
970 1 1 _tAssessing demand.
970 1 1 _tAnalyzing the competition.
970 1 1 _tCompetitive bidding.
970 1 2 _tPricing over the life cycle,
_p394.
970 1 2 _tSpecial topics in industrial pricing,
_p396.
970 1 1 _tPrice negotiation.
970 1 1 _tThe role of discounts and incentives.
970 1 1 _tLeasing.
970 1 1 _tTransfer pricing.
970 1 1 _tLegal issues.
970 0 1 _aSummary,
_p404.
970 0 1 _aQuestions,
_p405.
970 1 2 _tChapter 13 introduction to industrial communication: advertising and sales promotion,
_p407.
970 1 2 _tWhat is industrial promotion?,
_p408.
970 1 2 _tIndustrial promotion is different,
_p408.
970 1 2 _tPromotion and the buyer: a micro approach,
_p411.
970 1 2 _tPromotion and the buyer: a macro approach,
_p413.
970 1 2 _tWhy advertise?,
_p417.
970 1 2 _tManaging the industrial advertising effort,
_p422.
970 1 1 _tObjectives.
970 1 1 _tBudgets.
970 1 1 _tThe message.
970 1 1 _tThe media decision: some industrial alternatives.
970 1 1 _tEvaluating advertising.
970 1 2 _tThe role of sales promotion,
_p440.
970 1 2 _tThe role of publicity and public relations,
_p445.
970 0 1 _aSummary,
_p445.
970 0 1 _aQuestions,
_p446.
970 1 2 _tChapter 14 personal selling and sales management,
_p448.
970 1 2 _tPersonal selling is the centerpiece,
_p449.
970 1 2 _tThe distinctive requirements of industrial selling,
_p451.
970 1 1 _tThe salesperson.
970 1 1 _tSelling aids.
970 1 1 _tThe selling process.
970 1 1 _tSales management.
970 1 2 _tA dyadic perspective on industrial selling,
_p460.
970 1 1 _tOrganizational relations.
970 1 1 _tStructural positions of the players.
970 1 1 _tCharacteristics of the people involved.
970 1 1 _tRoles and rules of the game.
970 1 1 _tA negotiated social process.
970 1 2 _tManaging the industrial sales force,
_p467.
970 1 1 _tSales force size and organization.
970 1 1 _tRecruitting and selecting salespeople.
970 1 1 _tTraining and motivating the sales force.
970 1 1 _tTerriory management and allocation decisions.
970 1 1 _tDetermining performance standards and evaluating salespeople.
970 0 1 _aSummary,
_p485.
970 0 1 _aQuestions,
_p486.
970 1 2 _tChapter 15 industrial channel strategy,
_p488.
970 1 2 _tWhat is a channel of distribution?,
_p489.
970 1 2 _tWhat's an intermediary worth?,
_p490.
970 1 2 _tDistinctive aspects of industrial channels,
_p490.
970 1 2 _tMajor types of industrial middlemen,
_p492.
970 1 1 _tManufacturers' representatives.
970 1 1 _tIndustrial distributors.
970 1 2 _tConflict in industrial channels: the need for a systems view,
_p501.
970 1 2 _tDesigning and managing industrial channel strategy,
_p505.
970 1 1 _tConsiderations in formulating initial distribution strategy.
970 1 1 _tForces necessitating a change in distribution strategy.
970 1 1 _tForces of resistance to strategy changes.
970 1 2 _tThe need to evaluate middlemen,
_p511.
970 1 1 _tEvaluating middlemen-the contribution approach.
970 1 1 _tEvaluating middlemen-the weighted-factor approach.
970 1 2 _tImplementation of distribution strategy: the role of logistics,
_p516.
970 1 1 _tWarehousing decisions.
970 1 1 _tTransportation decisions.
970 1 1 _tInventory decisions.
970 1 1 _tCommunication network decisions.
970 1 1 _tHandling and storage decisions.
970 1 1 _tManaging the total logistic systems.
970 0 1 _aSummary,
_p523.
970 0 1 _aQuestions,
_p524.
970 1 2 _tPart Five controlling industrial marketing programs,
_p527.
970 1 2 _tChapter 16 control and evaluation of industrial marketing programs,
_p529.
970 1 2 _tThe process of control,
_p531.
970 1 2 _tCategories of marketing control,
_p534.
970 1 1 _tStrategic control.
970 1 1 _tAnnual plan control.
970 1 1 _tProfitability control.
970 1 1 _tEfficiency control.
970 1 2 _tSelected inputs to the control process,
_p547.
970 1 1 _tThe budget.
970 1 1 _tData requirements.
970 1 1 _tScenario analysis.
970 1 1 _tProductivity judgements and sensitivity analysis environmental monitoring systems.
970 1 2 _tAnalyzing performance deviations,
_p559.
970 1 2 _tEvaluating ethical aspects of marketing programs,
_p562.
970 0 1 _aSummary,
_p564.
970 0 1 _aQuestions,
_p565.
970 0 1 _aPart Six cases,
_p567.
970 1 1 _tThe stevens heating treating company,
_p567.
970 1 1 _tAmerican box company (ABCo),
_p575.
970 1 1 _tCMS medical systems,
_p587.
970 1 1 _tZusammengang GMBH,
_p598.
970 1 1 _tSeanav corporation,
_p610.
970 1 1 _tSunheat,
_p623.
970 1 1 _tEurocomm USA,
_p635.
970 1 1 _tAcross, Inc.,
_p648.
970 1 1 _tMonolithic memories, incorporated,
_p660.
970 1 1 _tHydro clean, Inc.,
_p677.
970 1 1 _tDyonix greentree technologies, Inc.,
_p687.
970 1 1 _tSexton energy systems division,
_p700.
970 1 1 _tAztec chemical company,
_p711.
970 1 1 _tZephyr defence systems limited,
_p717.
970 1 1 _tWall, Inc.-modern fixtures division,
_p729.
970 1 1 _tGamma business systems, incorporated,
_p738.
970 1 1 _tUnited tire company,
_p745.
970 1 1 _tHuman resource consultants, Inc.,
_p749.
970 1 1 _tDiamond door,
_p759.
970 0 1 _aReferences,
_p765.
970 0 1 _aAuthor index,
_p774.
970 0 1 _aSubject index,
_p776.
999 _c11469
_d11469
003 KOHA