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Targeting the Switchable Industrial Customer

Author

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  • Dennis H. Gensch

    (University of Wisconsin, Milwaukee)

Abstract

This article presents a new approach to target marketing. An industrial market for electrical equipment is segmented on the basis of the strength of current preferences as defined by the probabilities of selecting the various suppliers. A modification of a disaggregate attribute choice model (logit) is used to identify the firm's “switchable” customers. The “switchable” customers are then targeted by direct personalized mail and visits by a “missionary” sales force. A major supplier of large-scale electrical equipment utilized this methodology with impressive sales results.

Suggested Citation

  • Dennis H. Gensch, 1984. "Targeting the Switchable Industrial Customer," Marketing Science, INFORMS, vol. 3(1), pages 41-54.
    • Handle: RePEc:inm:ormksc:v:3:y:1984:i:1:p:41-54
    DOI: 10.1287/mksc.3.1.41
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    Citations

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    Cited by:

    1. Travis Tae Oh & Kevin Lane Keller & Scott A. Neslin & David J. Reibstein & Donald R. Lehmann, 2020. "The past, present, and future of brand research," Marketing Letters, Springer, vol. 31(2), pages 151-162, September.
    2. Gary Lilien & Rajdeep Grewal & Douglas Bowman & Min Ding & Abbie Griffin & V. Kumar & Das Narayandas & Renana Peres & Raji Srinivasan & Qiong Wang, 2010. "Calculating, creating, and claiming value in business markets: Status and research agenda," Marketing Letters, Springer, vol. 21(3), pages 287-299, September.
    3. Yansong Hu & Christophe Van den Bulte, 2014. "Nonmonotonic Status Effects in New Product Adoption," Marketing Science, INFORMS, vol. 33(4), pages 509-533, July.
    4. Elie Ofek & V. Srinivasan, 2002. "How Much Does the Market Value an Improvement in a Product Attribute?," Marketing Science, INFORMS, vol. 21(4), pages 398-411, June.
    5. Brathwaite, Timothy & Walker, Joan L., 2018. "Asymmetric, closed-form, finite-parameter models of multinomial choice," Journal of choice modelling, Elsevier, vol. 29(C), pages 78-112.
    6. González-Benito, Óscar, 2004. "Random effects choice models: seeking latent predisposition segments in the context of retail store format selection," Omega, Elsevier, vol. 32(2), pages 167-177, April.
    7. Gensch, Dennis H. & Soofi, Ehsan S., 1995. "An information-theoretic two-stage, two-decision rule, choice model," European Journal of Operational Research, Elsevier, vol. 81(2), pages 271-280, March.

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