ADVISOR 2: MODELING THE MARKETING MIX DECISION FOR INDUSTRIAL PRODUCTS.

Results are reported of the ADVISOR 2 study, aimed at providing an understanding of and guidance for marketing mix decisions for industrial products. The study involved 22 companies and 131 products. Although cross-sectional in nature, justification is presented for using the descriptive results as guidelines for marketing budget allocations, year-to-year changes in advertising spending and for selection of distribution channels. The level of marketing expenditures and the split of marketing into advertising and personnel selling are shown to be affected by a few, general product and market characteristics of which product sales and the number of customers are key. A discussion of the use of the ADVISOR models both for marketing decision making and for marketing researchers and model builders is included.