Alvin J. Williams

How organizational buyers reduce risk

Abstract This study examined the role played by informal members of the buying center and the impact these informal members had on the type and level of risk perceived by the organizational buyer. The results indicated that informal influence has a significant effect on perceived risk experienced by the organizational buyer. Specific marketing management implications are discussed.

Consumer education programs for mature consumers

Highlights the role of consumer education in enhancing the capacity of mature consumers to navigate the increasingly complex marketplace. Consumer education programs can provide significant benefits, including identification of market information, complaint and consumer redress procedures, and understanding a more technology‐based consumer environment. A conceptual model of the relationship between consumer education and mature consumers’ ability to manage marketplace dynamics is developed and discussed. Marketing management implications of consumer education for mature segments are posited and discussed.

Involving Purchasing in Product Development

Abstract This article underscores the pivotal role purchasing personnel can play in the industrial new product development process. Purchasing professionals can and must become more actively involved in the total program of generating new ideas and assisting in the implementation of successful development efforts. Industrial marketers should systematically and creatively include purchasing in all product development pursuits.

What buyers like from salesmen

Abstract This study applies content analysis to determine the attributes or factors of salespeople that provide industrial purchasers with the greatest level of satisfaction. The results provide valuable information to industrial marketers in their selection of salespeople, developing sales training programs, and understanding buyer characteristics, as well as formulating and developing strategies.

Positioning against foreign supply sources in an international purchasing environment

Abstract In an era of global sourcing, the multinational firms success often hinges on its astuteness in selecting from a set of domestic and foreign suppliers. When compared with domestic supplier selection, international supplier selection decisions are fraught with countless risks and complexities. These may include the political atmosphere, tariff barriers, cultural and communication obstacles, trade regulations and agreements, currency exchange rates, cultural differences, and variations in ethical and quality standards. Consequently, the decision-making environment becomes less clear and more confusing. As business-to-business marketers search for adaptive strategies to effectively cope with this environment, new approaches appear more attractive. This article offers a multiple attribute structure for illustrating the potential advantages of a U.S. supplier over foreign suppliers and also for reducing the uncertainty associated with supplier selection in global markets. The concept is presented, and various recommendations are posited with practical illustrations.

Industrial buyer complaining behavior

Abstract Many areas of household consumer behavior research were extended to study organizational buyer behavior in the recent years. However, one exception is the buyer dissatisfaction and complaining behavior area. This article discusses the various conceptual aspects of organizational buyer complaining behavior. A model of buyer complaining behavior is proposed and some theoretical portulates are formulated for additional research.

E-procurement in the hospitality industry: an exploratory study

E-procurement is promoted as a pathway to enhance revenue performance and reduce costs associated with the supply function. The hospitality industry has been a relatively late entrant into the e-procurement arena. Given some of the unique aspects of the industry, the adoption process has been hindered. Based on a series of informal interactions with industry experts, case studies, and a review of related extant literature, research propositions are presented on the key concerns of the adoption of e-procurement in the hospitality industry. Implications of the study for theory and practice are outlined.

Determinants of satisfaction and dissatisfaction among preventive and curative medical tourists: a comparative analysis

The burgeoning global medical tourism market now demands a more sophisticated approach to market analysis and subsequent market segmentation. The current paper offers a systemic view of medical tourism, with primary focus on the antecedents of customer satisfaction levels, ultimately leading to stronger strategic and operational marketing programmes for practitioners. As global marketers seek to capitalise on the growth in medical tourism, it is instructive to better understand the determinants of satisfied experiences. Thus, the paper posits hypotheses integrating the concepts of customer satisfaction and medical tourism. Through survey methods, findings indicate that preventive medical tourists achieve satisfaction from the performance level of ancillary tourist services and dissatisfaction from the less than satisfactory performance of medical services. Concomitantly, curative medical tourists achieve satisfaction from superior medical services and dissatisfaction from inferior delivery of tourist services. In addition to offering strong managerial implications, the study also provides a discussion of theoretical expansions based on the findings.

Corporate Culture in the Academic Marketing Department

The purpose of this article is to provide insight into the efficacy of the corporate culture idea to improved performance in academic marketing departments. All departments have a culture. The challenge is to formulate a healthy and viable culture. Abbreviated case examples are included to demonstrate contrasting cultures.

Market-driven procurement

Abstract The purpose of this article is to heighten the awareness level of purchasing professionals of the need to become more marketing-oriented in the next decade. Marketing skills can provide purchasers with the know-how to effectively compete in an increasingly complex buyer-supplier environment. The exchange relationship must be more carefully managed. Through marketing acumen, purchasers become proactive components of the exchange process as opposed to playing the traditional passive role that was better suited for a less competitive environment.