Chapter 2 Flashcards
1
Q
organizational customers
A
- commercial enterprises
- government units
- non profit organizations
2
Q
commercial enterprises
A
- industrial distributers
- value added resellers
- OEMs
- users and end users
3
Q
industrial distributers
A
- provide (form, time, place, possession) utility
- assort products from many manufacturers based on segment needs
- serve smaller customers
4
Q
value added resellers
A
- more tan just a distributor
- provide unique, complete offering from many sources
- create value network at the user level
5
Q
OEM
A
- buy products to use in their product
- largest volume users of goods and services
6
Q
users and end users
A
- a manufacturer that buys goods or services to incorporate into their product
- IDENTITY OF PRODUCT BECOMES LOST
7
Q
government units
A
85,000 local, state and federal units
- more than 35% of GNP
- largest consuming group in the US
8
Q
example of user/end user
A
Goodyear buys steel to make tires so goodyear is the steel manufacturer’s end user
9
Q
example of OEM
A
Goodyear is an OEM to auto industry
10
Q
non profit organizations
A
- hospitals
- churches
- colleges
- nursing homes
11
Q
product types
A
- raw material producers
- component parts & manufactured materials producer
- accessory equipment suppliers
- capital goods manufacturers
12
Q
raw materials producer
A
- compete in price sensitive markets
- seek value added positions
- product loses identity
- dominated by few large producers
13
Q
component parts & manufactured materials producer
A
- parts retain same form
- retain identity when in new product
- differentiated by value added
ex. disc drive in computers
14
Q
capital goods manufacturer
A
- large purchases with high risk to consumer
- many people involved in decision
- customer expect installation, equipment, and accessories
15
Q
accessory equipment suppliers
A
- equipment that works with another offering
- accessories can be added to a bundle
- produced by independent supplier
