Chapter 1 Flashcards

1
Q

Business Markets

A

All organizations that purchase goods and services used in the creation of their own goods and services (which in turn are sold to consumers)

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2
Q

Market size: b2b vs b2c

A

fewer for b2b

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3
Q

Transactional Value: b2b vs b2c

A

higher for b2b

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4
Q

Marketing

A

activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large

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5
Q

Business Marketing

A

Creating value for the business customer

Value creation to business consumer –> value creation for final consumer

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6
Q

Product

A

Good, service, or ideas to satisfy the consumers’ needs

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7
Q

Total Offering

A

Provides the complete solution to the buyer’s needs (products + service + financing + training, etc)

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8
Q

Price

A

What is exchanged for the product (generally final step in a negotiation effort)

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9
Q

Place

A

Where the consumer gets a product, marketer needs to make product available such that economic utility is maximized

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10
Q

Form Utility

A

value firm production (pack size/quantity)

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11
Q

Place Utility

A

Value of access (atm, online purchasing)

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12
Q

Time Utility

A

value from time saved

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13
Q

Possession Utility

A

value from ease of purchase (credit cards, cash, ownership transfer)

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14
Q

Economic Utility for B2B

A

Offered in the way of supply chain management efficiencies

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15
Q

Promotion

A

Means of communication between seller and buyer - in b2b it is leveraged with personal selling

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16
Q

Marketing Concept

A

the idea that an organization should strive to satisfy customer needs while also trying to achieve the organization’s goals

17
Q

Bullwhip effect

A

the idea that as consumer demand varies (seasonality, trends) upstream suppliers of components that created the total offering to the end consumer experience an impact

18
Q

Discontinued Demand

A

Condition in which quantity demanded in the market makes large changes up or down in response to changes in the market place

19
Q

Customer Value

A

Value = Benefits - Costs

20
Q

Evaluated Price

A

cost of owning and using the product

21
Q

B2B Market Structure

A

Concentrated Geographically
Relatively Few Buyers
Oligopolistic competition

22
Q

B2C Market Structure

A

Dispersed
Mass Markets
Monopolistic competition

23
Q

B2B Products

A

Technically Complex,
Customized for users,
Service is important,
Not for personal use

24
Q

B2C Products

A

Standardized,
Service not as important,
Purchased for personal use

25
B2B Buyers
Professionally trained, Many levels of involvement, Task motives
26
B2C Buyers
Individual purchasing, Family influence, Social, Psycho motives
27
B2B Relationship
Technical expertise is asset, Interpersonal relationships, Significant info exchanged, stable, long-term relationships encouraged
28
B2C Relationships
Less technical knowledge, Nonpersonal relationships, Little personal information exchanged, changing/short-term relationships
29
B2B Channels
Shorter, | Organization involvement
30
B2C Channels
Indirect/multiple relationships, | No, supply chain involvement
31
B2B Promotion
Emphasis on personal selling, | Consumer seldom aware of B2B companies
32
B2C Promotion
Emphasis on advertising, | Companies compete for visiblity
33
B2B Price
Competitive bidding or complex purchase process
34
B2C Price
Usually predetermined or list prices
35
B2B Demand
Derived, Inelastic(short run), Volatile(Leveraged), Discontinuous
36
B2C Demand
Direct, Elastic, less volatile