Chap 7 Flashcards
Which of the following statements is true regarding the nature of the business market?
Personal selling plays a bigger role in business markets than consumer markets.
When firms in business markets are grouped based on their sales revenues, they are said to be segmented by:
demographic characteristics
Dell computers purchases parts and resources for its computers from multiple suppliers that are spread across the world. Practice is known as:
global sourcing.
Product characteristics of B2B marketing
Relatively technical in nature
Exact form often variable
Accompanying services very important
Promotion - B2B
emphasis on personal selling
Distribution - B2B
relatively short, direct channels to market
Customer relations - B2B
relatively enduring and complex
Decision making process - B2B
diverse group of organization members makes decision
Price - B2B
competitive bidding for unique items; list prices for standard items
Product characteristics of B2C marketing
Standardized form
Service important but less than B2B
Promotion - B2C
Emphasis on advertising
Distribution - B2C
Comparatively infrequent contact
Relationship of relatively short duration
Decision making process - B2C
individual or household unit makes decision
Price - B2C
List prices
B2B Marketing Objectives
Organizational sales and purchases of goods and services:
- to support production of other products
- to facilitate daily company operations (telecommunications, security company, cleaning company)
- for resale (products to resale)
Components of the Business Market
Commercial market
Trade industries
Government
Public and private institutions (hospital, college, nonprofit)
What is a commercial market?
Individuals and firms that acquire products to support, directly or indirectly, production of other goods and services. (largest segment of business market)
What is a trade industry market?
retailers and wholesalers that purchase products for resale to others
What is a government market?
primary motivation: to provide some form of public benefit
What percentage of all internet sales are B2B transactions?
91%
How does segmentation help marketers?
To develop a strategy that best suits a particular segments need.
What are characteristics of B2B markets?
- geographic market concentration
- size and number of buyers
- the purchase decision process
- buyer-seller relationships
What is global sourcing?
purchasing goods and services from suppliers worldwide
Organizational buying situations:
Straight rebuy - reoccurring purchase decision
Modified rebuy
New-task rebuy
Reciprocity - buying from suppliers who are also customers