Industrial Marketing
Table of content
1. Introduction 2 1.1 Research Problem and Research Questions 2
2. Theoretical Framework 3 2.1 Relationship Marketing 3 2.2 Industrial Selling Behavior 4 2.2.1 Selling process 4 2.2.2 Core selling team 6 2.2.3 Selling center 6 2.3 Relationships 7 2.4. PESTEL Framework 9
3. Methodology 11
4. Data collection 12 4.1 Introductory Information 12 4.1.1 LKAB in brief 12 4.1.2 Data from the interview 13 4.2 Relationship Influence on ISB 15
5. Data analysis 19
6. Conclusions 21
References 22
1. Introduction
One of the most important recent trends in sales and research about the sales has been the recognition that the long-term key to success may lie in a relational approach to the buyer-seller interaction (cf. Dwyer et al., 1987). As the marketplace is becoming more and more competitive both in terms of the number of competitors and the quality of their products, the companies are more concentrating on a relationally focused strategies which consider the customer needs and the buyer-seller interaction, not only about the goods or services being sold.
In a highly competitive environment, which is around in today 's globalize world, any sales organization emphasizes relationship building when the satisfied customers are more likely to be found (Kelley, 92).
Nowadays, no clear understanding exists about the impact of the different types of relationships on Industrial Selling Behavior (ISB) and the selling performance, since the sales literature basically agrees with the existing theoretical constructs, which facilitate buyer-seller relationships, as well as the actual nature of the relationship process itself (Dwyer et al., 1987).
1.1 Research Problem and Research Questions
The purpose of this research is to investigate and characterize the effect of different types of relationships on ISB and how is it performed in different kind of relationships. Which arises as the main research
1. Introduction 2 1.1 Research Problem and Research Questions 2
2. Theoretical Framework 3 2.1 Relationship Marketing 3 2.2 Industrial Selling Behavior 4 2.2.1 Selling process 4 2.2.2 Core selling team 6 2.2.3 Selling center 6 2.3 Relationships 7 2.4. PESTEL Framework 9
3. Methodology 11
4. Data collection 12 4.1 Introductory Information 12 4.1.1 LKAB in brief 12 4.1.2 Data from the interview 13 4.2 Relationship Influence on ISB 15
5. Data analysis 19
6. Conclusions 21
References 22
1. Introduction
One of the most important recent trends in sales and research about the sales has been the recognition that the long-term key to success may lie in a relational approach to the buyer-seller interaction (cf. Dwyer et al., 1987). As the marketplace is becoming more and more competitive both in terms of the number of competitors and the quality of their products, the companies are more concentrating on a relationally focused strategies which consider the customer needs and the buyer-seller interaction, not only about the goods or services being sold.
In a highly competitive environment, which is around in today 's globalize world, any sales organization emphasizes relationship building when the satisfied customers are more likely to be found (Kelley, 92).
Nowadays, no clear understanding exists about the impact of the different types of relationships on Industrial Selling Behavior (ISB) and the selling performance, since the sales literature basically agrees with the existing theoretical constructs, which facilitate buyer-seller relationships, as well as the actual nature of the relationship process itself (Dwyer et al., 1987).
1.1 Research Problem and Research Questions
The purpose of this research is to investigate and characterize the effect of different types of relationships on ISB and how is it performed in different kind of relationships. Which arises as the main research
References: 1. Annual report of LKAB 2006 2. Dwyer, R., Schurr, P., Oh, S. (1987), "Developing buyer-seller relationships", Journal of Marketing, Vol. 51 pp.11-27. 3. Hakansson, H (1982) “International Industrial Marketing and Purchasing”, John Wiley 4. Kelley, S. (1992), "Developing customer orientation among service employees", Journal of the Academy of Marketing Sciences, Vol. 20 No.1, pp.27-36. 5. Keillor B., Parker S., Pettijohn C. (2000), " Relationship-oriented characteristics and individual salesperson performance", Journal of Business & Industrial Marketing, Vol 15, No.1., pp. 7-22 6. KnowThis.com 7. www.lkab.com 8. http://www.rapidbi.com/created/the-PESTLE-analysis-tool.html 9. Webster, “The changing role of marketing in the corporation”, Journal of marketing, 1992, vol. 56, p. 1-17