Industrial technological products: a study of key influences on buying, selling and market growth

Marketing Industrial Machine Tools & Robots by Industrial Systems Research is a comprehensive survey and guide to selling, buying and growing markets for industrial machine tools and robots. Using data from suppliers and users around the world, the study distinguishes five major general selling points of these machines: affordability, functionality, operability, reliability, and availability (or AFORA for short). 

Chapters 1-5 analyze each of the broad selling points in turn – covering hundreds of specific sub-points.  Chapter 6 looks at the effectiveness of companies’ marketing methods.  Chapter 7 examines wider market-economic influences on sales.  Finally, chapter 8 summarizes major findings and comments on related and emergent issues.

Containing 36,000 words in 153 pages, the study  is concise, clear and easy-to-understand throughout.   It is good value for the large amounts of data it contains and the business benefits from improved marketing.  Many of the findings are also applicable to marketing industrial technological products other than machine tools and robots.

Production engineering, R&D, project management, and information technology and finance as well as sales and purchasing executives will find the publication useful.

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Marketing Ind Machine Tools Robots



1.  Affordability as a selling point


The Industrial Systems Research survey findings

Importance of affordability

Demand, supply and prices

Affordability and the demand for machine tools and robots

Assessing affordability: key questions before buying

Attractions of a higher price

Supplier pricing strategies

Customer attitudes to machine tool and robot prices

Estimating the costs and benefits of investments

Labour costs and machine tool and robot investments

How machines enhance productivity, reduce costs and increase profits: cases

The business financial benefits of industrial robots: the ISR survey

2. Functionality as a selling point


The ISR survey findings

Importance of functionality

Machines and production cost-efficiency

Machine tools that improve product quality 

3. Operability as a selling point


The ISR survey findings

Benefits of operability

Increasing machine tool operability

Robot operability

4. Reliability as a selling point


The ISR survey findings

Importance of reliability

Improving technical-product reliability

How and why technical-product reliability improves sales

Improving technical service reliability

The ISR survey findings

5. Availability as a selling point


The ISR survey findings

Maximizing machine tool and robot availability

Benefits to customers and suppliers

Investing in improved availability: what it entails

Business-economic constraints on availability

The electronic revolution in commerce

Benefits of the internet to machine sellers and buyers

Quick, flexible, low-cost distribution and after-sales services: the ISR survey

6. Marketing methods and their effectiveness


Sales tasks and goals

Choosing sales methods

Advertising industrial machine tools and robots

Print, online and mobile magazine advertising

Advertising on the web

Useful online marketing tools

Direct marketing by email and smart phone

Social media channels

Trade fairs and exhibitions

Specialist sales personnel: costs and benefits

Selling machines through dealers: benefits to manufacturers

Buying machines through dealers: benefits to customers

Online dealerships, marketplaces and auctions

7. Market-economic influences on sales


The market for industrial machine tools and robots

Wider economic influences on machine tool and robot sales

Technological innovations boosting market demand and sales

The ISR survey findings

Used machine tool markets and marketing

Leasing/renting versus buying machines

Financing machine purchases and leases

8. Summary and conclusions



Machine quality, prices and marketing

Value for money

Aesthetic quality

Limits to improving and varying machine quality




High quality repair services


Marketing methods

Market-economic influences

Industry-wide technical standards

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