Thomas H. Stevenson

What industrial marketers need to know now about ISO 9000 certification: A review, update, and integration with marketing

Abstract The ISO certification process has been in existence for 14 years. During that time, hundreds of thousands of suppliers of mainly industrial products and services have become ISO 9000 registered. However, the adoption rate of ISO 9000 certifications in US industry has lagged that of other developed countries. This is now changing; the number of new ISO 9000 certifications being obtained annually in the US is currently higher than most other countries in the world. Concurrently, the ISO 9000 certification series recently underwent a major revision, and much has been learned about the ISO 9000 certification process over the last 14 years. Therefore, industrial marketers who have taken a wait and see approach or have decided that the process is irrelevant to their businesses may need to reconsider this decision. To assist in this process, this article reviews the former and current ISO 9000 certification process, discusses the criticisms of the program, provides information regarding costs and benefits of certification, and offers suggestions for effectively integrating certification with the marketing program.

A Cross-National Comparison of University Students' Perceptions Regarding the Ethics and Acceptability of Sales Practices

This scenario-based study examines the perceptions of university students in the United States and Australia regarding the ethics and acceptability of various sales practices. Study results indicate several significant differences between U.S. and Australian university students regarding the perceptions of ethical and acceptable sales practices. These differences centered on company-salesperson and salesperson-customer relationships. The findings are significant for the employer, and have consequences for customers and competitors. They also have implications for recruiters and managers of salespeople, academics with an interest in understanding cross-national differences in sales ethics, and educators preparing students for future careers as business professionals.

Payoffs from national account management

Abstract Recent articles [Stevenson and Page, Industrial Marketing Management 8, 94–100(1979) and Stevenson, Industrial Marketing Management, 9, 133–136 (1980)] discussed how industrial marketers determine if their firms can use national account marketing, and how industrial marketers determine which customers should be classified as national accounts. This article focuses on the advantages that an industrial marketer can achieve through the use of national account marketing. The information presented here is based on a field study of national account marketing.

Classifying a customer as a national account

Abstract A recent article [Stevenson and Page, Industrial Marketing Management 8, 94–100 (1979)] addressed the issue of how industrial marketers determine if their firms can use national account marketing. Once that decision is made, a next logical step is to determine which customers should be classified as national accounts. This article discusses appropriate classification criteria that industrial marketers can use to make such decisions. The information presented here is based on a study of national account marketing.

The adoption of national account marketing by industrial firms

Abstract National account marketing has been a common industrial marketing practice since after World War II. National account marketing means that special marketing procedures are followed in selling, servicing, and monitoring certain key customers considered important to the goal attainment selling company. The importance of the account may lie in the volume of goods purchased, the dollar value of the purchases, share of market controlled, prestige of the account, or any number of other factors thought to be critical to goal attainment of the selling firm.

Activity‐based Costing: An Emerging Tool for Industrial Marketing Decision Makers

Activity‐based costing (ABC) is widely proclaimed to be revolutionizing the way in which costs are allocated in business. Instead of allocating overhead costs on volume‐related bases ABC allocates costs directly to products based on activity “drivers”. Since it is activities which “drive” costs, the belief is that understanding what causes costs will provide a more accurate measure of the true cost of a product. This has direct application to industrial marketing decision making, but the marketing literature is virtually devoid of its mention. To fill this void this article first describes ABC and shows shows how changes in the cost structure of US industry have led to the need for a new approach to cost allocation. Next, presents case histories which describe the payoffs which have accrued to industrial marketers who have pioneered in the application of this new method. Then, outlines procedures for implementing ABC. Finally, presents numerical examples which demonstrate the effect of ABC on cost allocat...

Financial services and the African-American market: what every financial planner should know

Abstract African-American consumers differ markedly from their Caucasian counterparts in terms of financial product preferences, product research, and investment asset portfolio composition. This study examines some of the principal differences between African-American and Caucasian households in evaluating and purchasing investment assets and explores differences in asset holdings between the two racial groups. This information can help financial planners seeking to market to the African-American community better understand this community, tailor investment information for the unique needs of this community, and render more effective service to individuals and families that comprise this attractive and growing market segment.

Marketing financial services to Hispanic American consumers: a portfolio‐centric analysis

Purpose – To provide financial service marketers with information useful in targeting and marketing financial services to Hispanic American consumers.Design/methodology/approach – It profiles the changing demographics of the Hispanic American financial services market and, utilizing data from the Survey of Consumer Finances, tests three hypotheses to compare financial service consumption patterns of Hispanics with those of non‐Hispanic whites.Findings – The paper shows that the Hispanic American segment has grown in size and importance over the last decade, but that Hispanics differ markedly from their non‐Hispanic White counterparts in terms of financial product preferences and investment asset portfolio composition. Further, Hispanic Americans trail their non‐Hispanic White counterparts in terms of breadth and depth of financial holdings, particularly in the area of more risky but historically higher return asset categories.Research limitations/implications – This study examines the results of financial...

The Portrayal of African-Americans in Business-To-Business Direct Mail: A Benchmark Study

Abstract The purpose of this article is to extend latitudinally the stream of research regarding racial minorities in industrial advertising and to provide a benchmark for future longitudinal studies. It utilizes content analysis to examine business-to-business direct mail advertising depiction of African-Americans. Findings indicate that about 28 percent of the direct mail pieces depicted blacks, nearly six percent of all people portrayed were African-American, there was virtually no difference in occupational portrayals of blacks and whites, and blacks were most frequently portrayed separately from whites. Implications of these findings for users of industrial direct mail are discussed.

University Students’ Perceptions Regarding Ethics and Acceptability of Sales Practices: A Scenario Based Study of Gender Effect

The promotion component of marketing, particularly sales, is one area of business that is frequently cited for unethical activity. However, it has been suggested that the “feminization” of the U.S. workforce may bring about an improvement in the level of ethical marketing practice if women have higher ethical standards than men. The purpose of this study is to determine if gender affects college students’ perceptions of ethical salesforce behavior. Findings indicate that university women tend to view specific sales practices as less ethical than do men. This presents both problems and opportunities for marketing educators preparing students for sales careers.