Charting the industrial buying stream

This article discusses the industrial buying process as a problem solving stream of behavior with industrial buyers differentiated by their function and position in the stream. By charting the stream the marketer can recognize the function and location of buyers and prospects in relation to the chan...

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Bibliographic Details
Published in:Industrial marketing management 1990-02, Vol.19 (1), p.55-61
Main Authors: Brown, Herbert E., Brucker, Roger W.
Format: Article
Language:English
Subjects:
Buying
Market strategy
Marketing
Problem solving
Techniques
Telemarketing
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Summary:This article discusses the industrial buying process as a problem solving stream of behavior with industrial buyers differentiated by their function and position in the stream. By charting the stream the marketer can recognize the function and location of buyers and prospects in relation to the channels and bars, and develop an overall marketing strategy and detailed tactics for a given marketing stream. The charting shows very different dynamics up and down the stream. Roles of purchasing agents, technical problem solvers, and problem spotters are highlighted as they relate to the stream of problem solving activity. The charting process unmasks the hidden relationships in the often-referenced buyclass model, explains them, and shows how two generic telemarketing scripts can serve as useful buying stream charting tools.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(90)90028-T