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| Author: | Nickolaus, N. |
| Title: | Marketing new products with industrial distributors ! Pall Corporation |
| Journal: | Industrial Marketing Management
1990 : NOV, VOL. 19:4, p. 287-299 |
| Index terms: | MARKETING INDUSTRIAL MARKETING NEW PRODUCTS MARKETING INFORMATION TRAINING DISTRIBUTION |
| Language: | eng |
| Abstract: | Brief history, major products and markets of Pall Corp. /world leader in fluid clarification/ are presented, the importance of consistent growth is emphasized. High level of successful new performance is achieved with the "marketing brief" prepared by a senior marketing person and based on a demand curve analysis. Approximately 60 p.c. of Pall's sales are through exclusive distributors. Policy to sell with distributors and for selecting distributors is discussed. Training for distributors and users is described, importance of technical workshops is stressed. Policy toward distributors carrying complementary and competitive lines is highlighted. Common pitfalls and keys to success when introducing new products are discussed. |
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