The Relative Importance of Various Promotional Elements in Different Industrial Purchase Situations

Donald W. Jackson · Janet E. Keith · Richard K. Burdick

46 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

The relative importance of various promotional elements such as personal selling, trade shows, sales promotions, direct mail, technical literature and trade advertising is examined across five different product types and three different buyclasses. A study of industrial purchasing agents indicated that the relative importance of the promotional elements varied across products but not across buyclasses. Results are discussed and recommendations are made for viewing the importance of promotional elements.

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References

1973Organizational Buying Behavior 2007Sales and Marketing Management 1984Industrial marketing strategy 1973Consumer Choice Behavior. A Cognitive Theory 1955An Introduction to the Theory and Measurement of Influence 1978Vendor selection and the buying process 1984An Empirical Investigation of the Information Sources used during the Industrial Buying Process 1980Industrial marketing strategy

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2001Same Time Next Year—Buyer Trade Show Motives 2006Ongoing search among industrial buyers 2004Buyer‐seller relationships and information sources in an e‐commerce world 1996Effects of accountability on symbolic information search and information analysis by organizational buyers 1998Information Sources Used by an Organization During a Complex Decision Process 1995The Impact of New Product Introductions on Sales Management Strategy

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