Table Of Content

CONTENTS 1 Succeeding in the Communiputer Age: Technology and the Marketing Mix Enterprising marketers can adapt new technologies to leap past competition. John A. Courtney and Doris C. Van Doren 1 1 The Conduct of Marketing Audits: A Critical Review and Commentary Re-engineering your marketing audit process for delivering improved value. Douglas Brownlie 23 Long-Term Relationship in Industrial Marketing: Reality or Rhetoric? Industrial market environment that encourage short-term opportunistic relationships. Brian Koon Huat Low 37 Russian Networks in Transition: Implications for Managers The present Russian markets require holistic network thinking. Asta Salmi 47 How to Improve Product Management Effectiveness Product managers reveal company and job factors influencing position effectiveness. William H. Murphy and Linda Gorchels 59 The Value of Nonselling Activities at International Trade Shows “Trade shows are a source of strategic information not just sales opportunities.” Alex Sharland and Peter Balogh 67 Marketing Implementation in Small and Midsized Industrial Firms: An Exploratory Study Managers describe their experiences and actions related to marketing implementation. Hemant C. Sashittal and David Wilemon 79 The Challenge of Sustaining Competitive Advantage “The Challenge of Sustaining Competitive Advantage” describes the requirements for sustaining competitive advantage in unpredictable markets. Stanley F. Slater New Product Launch: Marketing Action and Launch Tactics for 87 High-Technology Products Lists the actions marketing managers can take to launch high-technology products and services Charles Beard and Chris Easingwood 1 0 5 Conducting a Sales Training Audit A sales training audit can increase the efficiency and effectiveness of your training program Earl D. Honeycutt, Jr. 115 Chinese Purchasing Managers’ Preferences and Trade-offs in Supplier Selection and Performance Evaluation Which purchasing criteria are important to Chinese managers? Venkatapparao Mummalaneni, Khalid M. Dubas, and Chiang-nan Chao 125 Buyer Perceptions of the Purchase Process and Its Effect on Customer Satisfaction Purchase process satisfaction may have more influence on future purchases than product satisfaction John F. Tanner, Jr. 135 Use of Human Judgment Models in Industrial Buyers’ Vendor Selection Decisions Industrial buyers don't always think the way we think they think! W. E. Patton III 151 Shall We Gather in the Garden: The Effect of Ingratiatory Behaviors on Buyer Trust in Salespeople In Eden, the serpent gained Eve's trust—but does ingratiation work for salespeople? David Strutton, Lou E. Pelton, and John F. Tanner, Jr. 163 Business Services 1982-1992: Growth, Industry Characteristics, Financial Performance Toward fuller appreciation of Business Services Timothy L. Wilson and Frank E. Smith 173 Relationship Appraisal: A Route to Improved Reseller Channel Performance Competitive advantage can be achieved through improved channel management. Stuart A. Hanmer-Lloyd 187 Marketing’s Role in Cross-Functional Information Management Overcome the challenges in implementing marketing and sales information technology. James C. Bondra and Tim R. V. Davis 197 The Organizational Buyer Behavior Learning Organization Market-driven organizational learning plays a key role in global procurement. G. Tomas M. Hult and Ernest L. Nichols, Jr. 209 Systematic Management of Differential Advantage: A Case Study from the Chemical Industry The systematic management of differential advantage is a major influence on a firms success. Des Thwaites, Keith Walley, and Steve Foots 223 A Psychographic Segmentation of Industrial Family Businesses How can marketers position products to meet family as well as business goals for the 90% of all enterprises which are family businesses? Karen Maru File and Russ Alan Prince 235 Negotiating Successfully in Cross-Cultural Situations Differences between success and failure in cross-cultural negotiations. Robert Gulbro and Paul Herbig 243 Service Quality and Service Productivity Management Practices From the realm of thought to the down-to-earth realm of action. Pierre Filiatrault, Jean Harvey, and Jean-Charles Chebat 257 Benefits of Customer and Competitive Orientations in Industrial Markets What impact do they have on business performance? Subra Balakrishnan 271 Encouraging “Friendly” Complaint Behavior in Industrial Markets: Preventing a Loss of Customers and Reputation How “friendly” complaints can retain marketer’s customers and reputation. Scott W. Hansen, John E. Swan, and Thomas L. Powers 283 Risk Coordinative Maneuvers During Buyer-—Seller Negotiations Risk coordinative maneuvers are the precursor for collaboration. Kevin W. Westbrook 293 Influence Strategies in Organizational Buying Decisions Successful strategies for influencing organizational buying decisions. Mark A. Farrell and Bill Schroder 305 Impact of the ISO 9000 Series Standards on Industrial Marketing Certification to ISO 9000 may bring order to chaos and impress your customers. Wade Ferguson 311 Reengineering Using the Theory of Constraints: A Case Analysis of Moore Business Forms Can the sales process be reengineered? John F. Tanner, Jr. and Earl D. Honeycutt, Jr. SPECIAL ISSUE: SELLING AND SALES MANAGEMENT 321 Letter for the Special Issue on Selling and Sales Management Peter LaPlaca 323 Introduction to the Special Issue on Selling and Sales Management Earl D. Honeycutt, Jr. 327 The Transformation of Industrial Selling: Causes and Consequences Dramatic changes are in store for the industrial sales position, the selling process, and the salesperson Thomas R. Wotruba 339 The Importance of the Industrial Inside Sales Force: A Case Study The field sales force may not be the key to industrial customer satisfaction Brett A. Boyle 349 Do Closing Techniques Diminish Prospect Trust? What happens to trust when you ask for order? Jon M. Hawes, James T. Strong, and Bernard S. Winick 361 Examining Sales Force Performance in Organizations That Use Behavior-Based Sales Management Processes Improving sales force performance is a continuing challenge for sales managers Ken Grant and David W. Cravens 373 Adapting to Diverse Customers: A Training Matrix for International Marketers Despite the potential of global markets, many salespeople are still not trained to be interculturally adaptive Victoria Davies Bush and Thomas Ingram 385 Managing the Effects of Culture Shock and Sojourner Adjustment on the Expatriate Industrial Sales Force Sending an industrial sales rep to Poland is a lot different than sending one to Ohio! Bonnie S. Guy and W. E. “Pat” Patton 395 Stressors, Leadership Substitutes, and Relations with Supervision among Industrial Salespeople The relationship between a salesperson and sales manager is vital to a company’s success Richard S. Lapidus, James A. Roberts, and Lawrence B. Chonko 411 Consequences of Marketing Controls Among Sales and Nonsales Marketing Personnel Should you use the same types of controls for both sales and nonsales marketing personnel? Sanjeev Agarwal 421 Salesforce Behavior: In Search of Motivational Determinants An alternative paradigm of salesperson behavior and performance Antonis C. Simintiras, John W. Cadogan, and Geoffrey A. Lancaster 439 Situational Risk in Organizational Buying: A Basis for Adaptive Selling Sales representatives should use adaptive tactics for different types of customer situations Michele D. Bunn and Ben Shaw-Ching Liu 453 Exploring Strategies for Companies That Use Manufacturers’ Representatives as Their Sales Force “Direct sales force or independent reps? The decision is more than mere economics.’ , Paul Dishman SPECIAL ISSUE: NEW PRODUCT DEVELOPMENT 4 Letter for the Special Issue on New Product Development 63 Peter LaPlaca 4 6 5 Overhauling the New Product Process A high quality new product process drives new product performance Robert G. Cooper 48 3 How to Manage a Global Product Development Process Finding heaven in a global new product development process Don R. Graber 49 1 Globalizing the Emerging High-Technology Company Managerial resources are the key to high-tech globalization Edward B. Roberts and Todd A. Senturia 5 (7 The New Product Development Process for Commercial Financial Services Easy marketing homework is essential for success Scott J. Edgett Developing New Business-to-Business Professional Services: 5 1 7 What Factors Impact Performance? The critical success factors underlying new product success in the professional services sector Ulrike de Brentani and Emmanuel Ragot Technical Risk and New Product Success: An Empirical 5 3 1 Test in High Technology Business Markets Technical risk must be carefully assessed when making project decisions in high technology marks Robert Polk, Richard E. Plank, and David E. Reid Managing R&D-Marketing Integration in the New Product 5 45 Development Process Effective teamwork and excellent performance are an unbeatable combination X. Michael Song, Sabrina M. Neeley, and Yuzhen Zhao New Product Strategy, Structure, and Performance in 5 5 5 Two Environments Non-dominant competitors must follow new product development “rules” Cornelia Droge and Roger Calantone Some Characteristics of Adopters of a Major Innovation in 5 67 the Computer Field and Its Potential Use in Marketing Identifying early adopters of innovations to achieve first-mover advantages Tor Jarl Trondsen 377 Environment and Innovation: The Case of the Small Entity Why do small entity inventors prosper in the United States? G. Scott Erickson 589 Developing Futuristic Product Portfolios: A Major Panacea for the Sluggish American Industry The declining American competitiveness can be rectified by developing futuristic product portfolios A. Coskin Samli 601 Author Index Volume Contents