Global Downstream and Midstream Oil and Gas Industry Outlook to 2010: Marketing and Sales Strategies and the Impact of Recession and Recovery

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Global Downstream and Midstream Oil and Gas Industry Outlook to
2010: Marketing and Sales Strategies and the Impact of Recession
and Recovery
Published on September 2009

Report Summary

Global Downstream and Midstream Oil and Gas Industry Outlook to 2010: Marketing and Sales Strategies and the Impact of
Recession and Recovery

Summary

'Global Downstream and Midstream Oil and Gas Industry Outlook to 2010: Marketing & Sales Strategies and the Impact of Recession
and Recovery' is a new report published by Global Markets Direct in association with ICD Research that analyzes how downstream
energy companies and equipment, materials and service supplier's media spend, marketing and sales strategies & practices and
business are being affected by the recession. In an uncertain economic climate this report gives you access to the media channel
spending outlooks, media budgets, marketing agency selection criteria, business challenges and sales tactics of leading oil and gas
companies and suppliers to the downstream and midstream oil and gas industry. The report also identifies oil and gas refining,
storage, transportation, marketing and selling companies and suppliers future growth, M&A and investment expectations. The
research is based on an extensive survey of senior and C-level industry executives from our market leading panels.

Scope

- The opinions and forward looking statements of over 550 industry executives have been captured in our in-depth survey, of which
over 40% represent Directors, C-levels & Departmental Heads and a further 31% represent senior engineers
- This report covers data and analysis on media channel spend, marketing and sales practices and industry developments by
downstream and midstream oil and gas companies and their suppliers
- The report examines current practices and provides future expectations over the next 12-24 months
- The research is based on primary survey research conducted by Global Markets Direct in association with ICD Research accessing
its B2B panels comprised of senior purchase decision makers and leading supplier organizations
- Key topics covered include media spend activity, marketing and sales behaviors & strategies by downstream and midstream oil and
gas companies and their suppliers and how these have been affected by the recession, as well as threats & opportunities, investment
outlook and business confidence among both buyers and suppliers.
- In the report buyers identify what suppliers need to do to maintain their business and the key actions being taken by industry players
to overcome the leading business threats
- The report provides qualitative analysis of key industry opportunities and threats and contains full survey results
- The geographical scope of the research is global ' drawing on the activity and expectations of leading industry players across the
Americas, Europe, Asia-Pacific and Africa & Middle East

Highlights

- 53% of industry players are looking to increase their marketing expenditure over the next 12 months, with only 26% looking to
decrease it
- 26% of industry players are adapting product portfolios or positioning to meet clients cost pressures

Global Downstream and Midstream Oil and Gas Industry Outlook to 2010: Marketing and Sales Strategies and the Impact of Recession and Recovery Page 1/11


- 61% of companies believe that the demonstration of confidence to their customers from increased marketing activity in the current
business climate can give their company an edge

Reasons to buy

- Benchmark your sales and marketing plans with industry competitors to effectively determine strategy
- Identify the specific marketing approaches your competitors are using to win business during the recessionary climate
- Better promote your business by aligning your capabilities and business practices with your customer's changing needs during these
times of market uncertainty
- Secure stronger customer relationships by understanding the leading business concerns and changing strategies of buyers in the
downstream and midstream oil and gas industry
- Effectively plan your business strategies
- Predict how the industry will grow, consolidate and where it will stagnate
- Uncover the business outlook, key challenges and opportunities identified by suppliers and buyers in the industry

Table of Content

1 Table of Contents 2
1.1 List of Tables 5
1.2 List of Figures 9
2 Introduction 13
2.1 What is This Report About' 13
2.2 Methodology 13
2.3 Profile Of Survey Respondents 14
3 Executive Summary 18
3.1 The Downstream and Midstream Oil and Gas Industry Expects an Early Recovery for the Global Economy 18
3.2 Downstream and Midstream Oil and Gas Buyers Are More Optimistic than Suppliers About Revenue Growth in the Next Year 18
3.3 Planning Difficulty, Falling Demand and Rising Prices Continue to Daunt Downstream and Midstream Companies 18
3.4 Suppliers Should Increase Awareness and Align Their Capabilities with Buyer Needs to Gain Business During the Recession 19
3.5 Both Suppliers and Buyers Plan to Increase Marketing Expenditure Over the Next Year 20
3.6 Downstream and Midstream Oil and Gas companies Adopt a Two-Pronged Marketing and Sales Strategy to Face Immediate
Business Concerns 20
4 Economic Outlook & Confidence 21
4.1 Global Economy Recovery Expectations 21
4.2 Revenue Growth Expectations 25
5 Downstream & Midstream Oil & Gas Industry Investment Outlook 30
5.1 Fastest & Slowest Growing Markets 30
5.2 M&A Activity Predictions 35
5.3 Supplier's Industry Outlook 40
6 Recession: Threats & Opportunities For The Downstream Oil & Gas Industry 44
6.1 Leading Business Concerns Due To Recession 44
6.2 Key Actions To Overcome Business Threats 48
6.3 Key Actions To Maintain & Win Buyer Business 52
6.4 Leading Recession-Related Business Opportunities 61
7 Marketing Spend Activity 66
7.1 Annual Marketing Budgets: Suppliers to the Industry 66
7.2 Expected Change in Marketing Expenditure Levels: Suppliers to the Industry 70
7.3 Change in Expenditure By Media Channel: Suppliers to the Industry 74



7.4 Future Investment in Marketing and Sales Technology: Suppliers to the Industry 78
7.5 Annual Marketing Budgets: Downstream and Midstream Oil and Gas Industry Players 83
7.6 Expected Change in Marketing Expenditure Levels: Downstream and Midstream Oil and Gas Industry Players 87
7.7 Change in Expenditure By Media Channel: Downstream and Midstream Oil and Gas Industry Players 91
7.8 Future Investment in Marketing and Sales Technology: Downstream and Midstream Oil and Gas Industry Players 95
8 Marketing and Sales Behaviors and Strategies and the Impact of Recession and Recovery 100
8.1 Key Marketing Aims: Suppliers 100
8.2 Marketing and Sales Practices During Recession and Recovery: Suppliers 105
8.3 Expected Adaptations to Marketing Activities During Recession and Recovery: Suppliers to the Industry 109
8.4 Critical Success Factors for Choosing a Marketing Agency: Suppliers to the Industry 118
8.5 Marketing Attitudes and Approaches: Suppliers to the Industry 122
8.6 Key Marketing Aims: Downstream and Midstream Oil and Gas Industry Players 123
8.7 Marketing and Sales Practices During Recession and Recovery: Downstream and Midstream Oil and Gas Industry Players 128
8.8 Expected Adaptations to Marketing Activities During Recession and Recovery: Downstream and Midstream Oil and Gas Industry
Players 132
8.9 Critical Success Factors for Choosing a Marketing Agency: Downstream and Midstream Oil and Gas Industry Players 139
8.10 Marketing Attitudes and Approaches: Downstream and Midstream Oil and Gas Industry Players 143
9 Appendix 145
9.1 Full Survey Results-Closed Questions 145
9.2 Methodology 150
9.3 Contact Us 151
9.4 About Global Markets Direct 151
9.5 Disclaimer 151Table of Contents

1.1 List of Tables
Table 1: Count Of Global Downstream & Midstream Oil & Gas Industry Survey Respondents By Company Type (Number Of
Respondents), 2009 Industry Survey 14
Table 2: Buyer Respondents By Job Role (% Buyer Respondents), Global Downstream & Midstream Oil & Gas Industry, 2009 14
Table 3: Buyer Respondents By Organization's Global Turnover (% Buyer Respondents), Global Downstream & Midstream Oil & Gas
Industry, 2009 15
Table 4: Buyer Respondents By Organization's Total Employee Size (% Buyer Respondents), Global Downstream & Midstream Oil &
Gas Industry, 2009 15
Table 5: Supplier Respondents By Job Role (% Supplier Respondents), Global Downstream & Midstream Oil & Gas Industry, 2009 16
Table 6: Supplier Respondents By Organization's Global Turnover (% Supplier Respondents), Global Downstream & Midstream Oil &
Gas Industry, 2009 16
Table 7: Supplier Respondents By Organization's Total Employee Size (% Supplier Respondents), Global Downstream & Midstream
Oil & Gas Industry, 2009 17
Table 8: Global Downstream & Midstream Oil & Gas Industry Expectations Of Global Economy Recovery Timings By Region: North
America, Europe, Asia-Pacific, Rest Of World (% All Respondents), 2009 23
Table 9: Global Downstream & Midstream Oil & Gas Industry Expectations Of Global Economy Recovery Timings By Company Type:
Midstream Oil & Gas Storage & Transportation Businesses, Downstream Oil & Gas Refiner / Retailers, Midstream / Downstream Oil &
Gas Suppliers (% All Respondents), 2009 25
Table 10: Company Revenue Growth Optimism By Global Downstream & Midstream Oil & Gas Industry Company Type: Midstream
Oil & Gas Storage & Transportation Businesses, Downstream Oil & Gas Refiner / Retailers, Midstream / Downstream Oil & Gas
Suppliers (% All Respondents), 2009 27
Table 11: Company Revenue Growth Optimism In The Global Downstream & Midstream Oil & Gas Industry By Region: North
Table 12: Midstream Oil & Gas Storage & Transportation Business and Downstream Oil & Gas Refiner/ Retailer Industry: Market
Predictions Of Fastest and Slowest Growing Regions (% Buyer Respondents) 32
Table 13: Midstream / Downstream Oil & Gas Supplier Industry: Market Predictions Of The Fastest And Slowest Growing Regions (%



Midstream / Downstream Oil & Gas Supplier Respondents), 2009 34
Table 14: Key Growth Areas In The Global Downstream & Midstream Oil & Gas Industry (Analysis Of Supplier Respondents), 2009
41
Table 15: Key Growth Areas In The Global Downstream & Midstream Oil & Gas Industry (Analysis Of Senior Level Supplier
Respondents), 2009 42
Table 16: Key Declining Areas In The Global Downstream & Midstream Oil & Gas Industry (Analysis Of Supplier Respondents), 2009
43
Table 17: Key Declining Areas In The Global Downstream & Midstream Oil & Gas Industry (Analysis Senior Level Supplier
Table 18: Midstream Oil & Gas Storage & Transportation Business Vs. Downstream Oil & Gas Refiner / Retailer Vs. Midstream /
Downstream Oil & Gas Supplier: Leading Business Concerns For The Period 2009-2010 Among Global Downstream & Midstream Oil
& Gas Industry Buyers And Suppliers (% All Respondents), 2009 47
Table 19: Leading Business Concerns For The Period 2009-2010 Among Global Downstream & Midstream Oil & Gas Industry Buyers
And Suppliers By Region: North America, Europe, Asia-Pacific, Rest Of World (% All Respondents), 2009 48
Table 20: Most Important Actions Being Implemented To Overcome Leading Business Concerns In 2009-2010 (Analysis Of All
Respondents) 49
Table 21: Most Important Actions Being Implemented To Overcome Leading Business Concerns In 2009-2010 ' Senior Level
Responses Only (Analysis Of CEO/MD/Board Level Respondents) 50
Table 22: Most Important Actions Being Implemented By Midstream/Downstream Oil & Gas Suppliers To Overcome Leading
Business Concerns In 2009-2010 In The Global Downstream & Midstream Oil & Gas Industry (Analysis Of Midstream / Downstream
Oil & Gas Suppliers Respondents), 2009 51
Table 23: Most Important Actions Being Implemented By Midstream Oil & Gas Storage & Transportation Businesses, Downstream Oil
& Gas Refiner / Retailers To Overcome Leading Business Concerns In 2009-2010 In The Global Downstream & Midstream Oil & Gas
Industry (Analysis Of Midstream Oil & Gas Storage & Transportation Businesses, Downstream Oil & Gas Refiner / Retailers
Table 24: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business During The Recession In The
Global Downstream & Midstream Oil & Gas Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2009 55
Global Downstream & Midstream Oil & Gas Industry: Midstream Oil & Gas Storage & Transportation Business Vs. Downstream Oil &
Gas Refiner / Retailer (% Buyer Respondents), 2009 56
Global Downstream & Midstream Oil & Gas Industry: Analysis Of Buyer Respondents By Company Turnover (% Buyer Respondents),
2009 57
Global Downstream & Midstream Oil & Gas Industry: Analysis Of All Buyer Respondents By Procurement Budget (% Buyer
Global Downstream & Midstream Oil & Gas Industry: Analysis Of All Buyer Respondents By Region (% Buyer Respondents), 2009 60
Global Downstream & Midstream Oil & Gas Industry: Analysis Of All Buyer Respondents By Purchasing Decision Seniority (% Buyer
Respondents With Purchasing Decision Influence), 2009 61
Table 30: Leading business opportunities during the recession In The Global downstream & midstream oil & gas industry (Analysis of
all respondents), 2009 62
Table 31: Leading business opportunities during the recession In The Global downstream & midstream oil & gas industry (Analysis of
CEO/MD/Board Level respondents), 2009 63
Table 32: Leading business opportunities For Midstream / Downstream Oil & Gas Suppliers During The Recession In The Global
downstream & midstream oil & gas industry (Analysis of Supplier respondents), 2009 64
Table 33: Leading business opportunities For Midstream Oil & Gas Storage & Transportation Businesses, Downstream Oil & Gas
Refiner / Retailers During The Recession In The Global downstream & midstream oil & gas industry (Analysis of Buyer respondents),
2009 65



Table 34: Annual Marketing Budget in US$ By Company Turnover (% Supplier Respondents), Global Downstream and Midstream Oil
and Gas Industry, 2009 68
Table 35: Annual Marketing Budget in US$ By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier
Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 69
Table 36: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Supplier
Table 37: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe,
Asia-Pacific, Rest of the World (% Supplier Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 73
Table 38: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Midstream / Downstream Oil
and Gas Supplier (% Supplier Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 76
Table 39: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Supplier
Table 40: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe,
Table 41: Annual Marketing Budget in US$ By Company Turnover (% Buyer Respondents), Global Downstream and Midstream Oil
Table 42: Annual Marketing Budget in US$ By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer
Table 43: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Buyer
Table 44: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe,
Asia-Pacific, Rest of the World (% Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 90
Table 45: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Midstream / Downstream Oil
and Gas Business (% Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 93
Table 46: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Buyer
Table 47: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe,
Table 48: Key Marketing Aims Over the Next Year: Midstream / Downstream Oil and Gas Supplier (% Supplier Respondents), Global
Downstream and Midstream Oil and Gas Industry, 2009 101
Table 49: Most Rated New Media Channels for New Business Generation By Company Turnover (% Supplier Respondents), Global
Table 50: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of
the World (% Supplier Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 108
Table 51: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Supplier
Table 52: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe,
Table 53: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (%
Supplier Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 121
Table 54: Critical Success Factors for Choosing a Marketing Agency By Company Turnover (% Supplier Respondents), Global
Table 55: Critical Success Factors for Choosing a Marketing Agency By Region: North America, Europe, Asia-Pacific, Rest of the
World (% Supplier Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 122
Table 56: Marketing Attitudes and Approaches - Level of Agreement with the Following Statements: Midstream / Downstream Oil and
Gas Supplier (% Supplier Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 123
Table 57: Key Marketing Aims Over the Next Year: Midstream / Downstream Oil and Gas Business (% Buyer Respondents), Global
Table 58: Most Rated New Media Channels for New Business Generation By Company Turnover (% Buyer Respondents), Global



Table 59: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of
the World (% Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 131
Table 60: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Buyer
Table 61: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe,
Table 62: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Buyer
Table 63: Critical Success Factors for Choosing a Marketing Agency By Company Turnover (% Buyer Respondents), Global
Table 64: Critical Success Factors for Choosing a Marketing Agency By Region: North America, Europe, Asia-Pacific, Rest of the
World (% Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 143
Table 65: Marketing Attitudes and Approaches - Level of Agreement with the Following Statements: Midstream / Downstream Oil and
Gas Business (% Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 144
Table 66: Full Survey Results-Closed Questions 145

Table of Tables

1.2 List of Figures
Figure 1: Leading Business Concerns for the Period 2009-2010 Among Global Downstream and Midstream Oil and Gas Industry
Buyers and Suppliers (% All Respondents), 2009 19
Figure 2: Global Downstream & Midstream Oil & Gas Industry Expectations Of Global Economy Recovery Timings (% All
Figure 3: Global Downstream & Midstream Oil & Gas Industry Expectations Of Global Economy Recovery Timings By Region: North
Figure 4: Global Downstream & Midstream Oil & Gas Industry Expectations Of Global Economy Recovery Timings By Company
Type: Midstream Oil & Gas Storage & Transportation Businesses, Downstream Oil & Gas Refiner / Retailers, Midstream /
Downstream Oil & Gas Suppliers (% All Respondents), 2009 24
Figure 5: Company Revenue Growth Optimism In The Global Downstream & Midstream Oil & Gas Industry (% All Respondents),
2009 26
Figure 6: Company Revenue Growth Optimism By Global Downstream & Midstream Oil & Gas Industry Company Type: Midstream
Oil & Gas Storage & Transportation Businesses, Downstream Oil & Gas Refiner / Retailers, Midstream / Downstream Oil & Gas
Suppliers (% All Respondents), 2009 27
Figure 7: Company Revenue Growth Optimism In The Global Downstream & Midstream Oil & Gas Industry By Region: North
Figure 8: Midstream Oil & Gas Storage & Transportation Business and Downstream Oil & Gas Refiner/ Retailer Industry: Market
Predictions Of Fastest and Slowest Growing Regions (% Buyer Respondents) 31
Figure 9: Midstream / Downstream Oil & Gas Supplier Industry: Market Predictions Of The Fastest And Slowest Growing Regions (%
Midstream / Downstream Oil & Gas Supplier Respondents), 2009 33
Figure 10: Merger & Acquisition Activity Expectations Over The Next 12 Months In The Global Midstream Oil & Gas Storage &
Transportation Business Industry (% Midstream Oil & Gas Storage & Transportation Business Industry Respondents), 2009 37
Figure 11: Merger & Acquisition Activity Expectations Over The Next 12 Months In The Global Downstream Oil & Gas Refiner /
Retailer Industry (% Downstream Oil & Gas Refiner / Retailer Industry Respondents), 2009 39
Figure 12: Merger & Acquisition Activity Expectations Over The Next 12 Months In The Global Midstream / Downstream Oil & Gas
Supplier Industry (% Midstream / Downstream Oil & Gas Supplier Industry Respondents), 2009 40
Figure 13: Leading Business Concerns For The Period 2009-2010 Among Global Downstream & Midstream Oil & Gas Industry
Buyers And Suppliers (% All Respondents), 2009 45
Figure 14: Midstream Oil & Gas Storage & Transportation Business Vs. Downstream Oil & Gas Refiner / Retailer Vs. Midstream /
Downstream Oil & Gas Supplier: Leading Business Concerns For The Period 2009-2010 Among Global Downstream & Midstream Oil
& Gas Industry Buyers And Suppliers (% All Respondents), 2009 46



Figure 15: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business During The Recession In The
Global Downstream & Midstream Oil & Gas Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2009 54
Global Downstream & Midstream Oil & Gas Industry: Midstream Oil & Gas Storage & Transportation Business Vs. Downstream Oil &
Gas Refiner / Retailer (% Buyer Respondents), 2009 56
Global Downstream & Midstream Oil & Gas Industry: Analysis Of All Buyer Respondents By Region (% Buyer Respondents), 2009 59
Figure 18: Annual Marketing Budget in US$: Midstream / Downstream Oil and Gas Supplier (% Supplier Respondents), Global
Figure 19: Annual Marketing Budget in US$ By Company Turnover (% Supplier Respondents), Global Downstream and Midstream
Oil and Gas Industry, 2009 68
Figure 20: Annual Marketing Budget in US$ By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier
Figure 21: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months: Midstream / Downstream Oil and Gas
Supplier (% Supplier Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 71
Figure 22: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Supplier
Figure 23: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe,
Figure 24: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Midstream / Downstream Oil
and Gas Supplier (% Supplier Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 75
Figure 25: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Company Turnover (% Supplier
Figure 26: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Region: North America, Europe,
Figure 27: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months: Midstream / Downstream Oil and Gas
Figure 28: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Supplier
Figure 29: Expected Marketing and Sales Technologies to Invest In Over The Next 12 Months By Region: North America, Europe,
Figure 30: Annual Marketing Budget in US$: Midstream / Downstream Oil and Gas Business (% Buyer Respondents), Global
Figure 31: Annual Marketing Budget in US$ By Company Turnover (% Buyer Respondents), Global Downstream and Midstream Oil
Figure 32: Annual Marketing Budget in US$ By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer
Figure 33: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months: Midstream / Downstream Oil and Gas
Business (% Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 88
Figure 34: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Buyer
Figure 35: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe,
Figure 36: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Midstream / Downstream Oil
and Gas Business (% Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 92
Figure 37: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Company Turnover (% Buyer
Figure 38: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Region: North America, Europe,
Figure 39: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months: Midstream / Downstream Oil and Gas



Figure 40: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Buyer
Figure 41: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe,
Figure 42: Key Marketing Aims Over the Next Year: Midstream / Downstream Oil and Gas Supplier (% Supplier Respondents), Global
Figure 43: Most Important Key Marketing Aims Over the Next Year By Expected Change in Future Marketing Expenditure (% Supplier
Figure 44: Most Important Key Marketing Aims Over the Next Year By Company Turnover (%Supplier Respondents), Global
Figure 45: Most Important Key Marketing Aims Over the Next Year By Region: North America, Europe, Asia-Pacific, Rest of the World
(% Supplier Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 104
Figure 46: Most Rated New Media Channels for New Business Generation: Midstream / Downstream Oil and Gas Supplier (%
Figure 47: Most Rated New Media Channels for New Business Generation By Company Turnover (% Supplier Respondents), Global
Figure 48: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of
the World (% Supplier Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 107
Figure 49: Importance of ROI Metric Types for Measuring Media Campaigns: Midstream / Downstream Oil and Gas Supplier (%
Figure 50: Expected Adaptations to Marketing Activities During Recession and Recovery: Midstream / Downstream Oil and Gas
Figure 51: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Supplier
Figure 52: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe,
Figure 53: Expected Change in Face-to-Face Meetings Over the Next 12 Months: Midstream / Downstream Oil and Gas Supplier (%
Figure 54: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Company Turnover (% Supplier Respondents),
Global Downstream and Midstream Oil and Gas Industry, 2009 116
Figure 55: Expected Change in Face-to-Face Meetings Over The Next 12 Months By Region: North America, Europe, Asia-Pacific,
Rest of the World (% Supplier Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 117
Figure 56: Critical Success Factors for Choosing a Marketing Agency: Midstream / Downstream Oil and Gas Supplier (% Supplier
Figure 57: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (%
Figure 58: Key Marketing Aims Over the Next Year: Midstream / Downstream Oil and Gas Business (% Buyer Respondents), Global
Figure 59: Most Important Key Marketing Aims Over the Next Year By Expected Change in Future Marketing Expenditure (%Buyer
Figure 60: Most Important Key Marketing Aims Over the Next Year By Company Turnover (%Buyer Respondents), Global
Figure 61: Most Important Key Marketing Aims Over the Next Year By Region: North America, Europe, Asia-Pacific, Rest of the World
(% Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 127
Figure 62: Most Rated New Media Channels for New Business Generation: Midstream / Downstream Oil and Gas Business (% Buyer
Figure 63: Most Rated New Media Channels for New Business Generation By Company Turnover (% Buyer Respondents), Global
Figure 64: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of



the World (% Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 130
Figure 65: Importance of ROI Metric Types for Measuring Media Campaigns: Midstream / Downstream Oil and Gas Business (%
Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 132
Figure 66: Expected Adaptations to Marketing Activities During Recession and Recovery: Midstream / Downstream Oil and Gas
Figure 67: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Buyer
Figure 68: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe,
Figure 69: Expected Change in Face-to-Face Meetings Over the Next 12 Months: Midstream / Downstream Oil and Gas Business (%
Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 138
Figure 70: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Company Turnover (% Buyer Respondents),
Global Downstream and Midstream Oil and Gas Industry, 2009 138
Figure 71: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Region: North America, Europe, Asia-Pacific,
Rest of the World (% Buyer Respondents), Global Downstream and Midstream Oil and Gas Industry, 2009 139
Figure 72: Critical Success Factors for Choosing a Marketing Agency: Midstream / Downstream Oil and Gas Business (% Buyer
Figure 73: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Buyer

List of Figures



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