Marketing and Purchasing Strategies in the Distribution Channels of Mid‐range Computers

This pragmatic research in the marketing of industry‐specialised commercial systems operating upon mid‐range computers was carried out in the United Kingdom during 1987 with the purpose of studying how international computer hardware manufacturers use and manage third‐party channels comprised of independent software applications suppliers. Based upon direct response questionnaires and personal interviews with senior management it looks at the strategic marketing priorities of three major manufacturers and six of their independent value‐added resellers, and includes the buyers perspective by comparing these marketing priorities with the purchasing strategies of ten departmental end‐users representing a range of business types. In addition to the study of manufacturer‐intermediary co‐operation, channel power and conflict, and its resolution, the work compares channel members′ attitudes towards the management of marketing variables in a classic manner with their attitudes towards business relationships; and throws some insight as to where their priorities may lie. The intermediary′s role is appraised and some recommendations for the consideration of manufacturers indirect channel managers are discussed.