WINNING IN INDUSTRIAL-MARKETS

Marketing has been described as ''the link between society's needs and its pattern of industrial response'' (I). But marketing, as it is stu died, is disproportionately concerned with consumer markets. For indus trial markets, especially for goods like raw materials that are near t he bottom of the value chain?, market success is driven by relative co st and performance. However; examination of the strategy; alternatives in industrial markets, bused on the cost and performance metric, show s that for the largest commercial success, the strategy of ''low cost' ' appears more successful than ''high performance.''.