Marketing Industrial Machines: Key Influence on Buying, Selling and Market Growth

A survey and guide to key influences on selling, buying and growing markets for industrial machines with special reference to machine tools and robots.

Using survey data from large corporate suppliers and users around the world, the study distinguishes five major general selling points of industrial machines: affordability, functionality, operability, reliability, and availability (or AFORA for short). Essentially, it finds saleability depends on the AFORA of particular machines, the marketing methods used, and the favourability of otherwise of general market-economic conditions.

The study is for production engineering, R&D, project management and ICT and finance and sales and purchasing executives.

Contents:

Preface

1. Affordability as a selling point

2. Functionality as a selling point

3. Operability as a selling point

4. Reliability as a selling point

5. Availability as a selling point

6. Marketing methods and their effectiveness

7. Market-economic influences on sales

8. Summary and conclusions