Abstract
Customers located in different levels within a marketing channel differed in their sensitivities to alternative designs of a new industrial service. Customer acceptance of a new wool testing service by the New Zealand Wool Testing Authority was tested. Samples of marketing channel members at three vertical levels were selected. Based on the results of the study, the NZWTA planned to offer unique marketing mixes to customers at each vertical marketing level. Suggestions are included for testing the customer acceptance of new industrial services.
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