Marketing is a concept that is commonly believed to be the key to achieving organizational goals. This is accomplished through the determination of the needs and wants of potential customers and the deliverance of the product or service that meets this need more effectively and efficiently than any of the company's competitors.
The survey of San Francisco printers demonstrated that while the companies do employ persons in a marketing or pricing capacity, that these individuals do not play a significant role in capital equipment purchasing. Each phase in the procurement process was handled by top management almost exclusively.
The two situations investigated, replacement and additional equipment purchases, also demonstrated the lack of marketing involvement. Each situation, although quite distinct, was treated in almost the same exact manner by the respondent companies including the time frame each took from the start of the project until the final decision.
Thus, most of the companies surveyed did not base their equipment purchasing decisions on an established strategic marketing plan as manifested by their procurement processes.
Library of Congress Subject Headings
Printing industry--California--San Francisco--Management--Statistics; Printing industry--California--San Francisco--Marketing--Statistics; Printing machinery and supplies--Purchasing
Walter A. Campbell
Horwich, Lisa S., "How a printer's marketing strategy affects capital-equipment purchasing decisions" (1987). Thesis. Rochester Institute of Technology. Accessed from
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