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Product attributes for business markets: Implications for selling and sales management
Author(s) -
Lichtenthal J. David,
Goodwin Stephen A.
Publication year - 2006
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20097
Subject(s) - repertory grid , salient , product (mathematics) , context (archaeology) , marketing , meaning (existential) , business , product category , process (computing) , business to business , industrial marketing , conceptual framework , sales management , psychology , computer science , sociology , social psychology , artificial intelligence , paleontology , geometry , mathematics , psychotherapist , biology , operating system , social science
This article offers a conceptual framework for classifying attributes of offerings in a business‐marketing context. Typologies on the nature of product‐related attributes and classification of industrial products are synthesized for viewing levels of product meaning. Repertory grid procedures first developed in clinical psychology and recently adapted for use in business settings are presented as an approach for eliciting salient/determinant attributes. Enhanced effectiveness of the classic industrial selling process is demonstrated along with implications for managing the sales force. © 2006 Wiley Periodicals, Inc.