chapter 2 Flashcards
types of business customers
commercial enterprises, non-profit, government users
commercial enterprise
for-profit organizations based on how the products or services in question are going to be used
Industrial Distributers
Value Added Resellers
Original Equipment Manufacturers (OEM)
Users and End Users
Industrial distributor
act as middlemen providing that buys noncompeting products or product lines, warehouses them, and resells them to retailers or direct to the end users or customers
value added resellers
provide an offering with unique enhancements to manufacturers products. typically provide systems to its consumers (computer software) tailored to a particular customer need
value network
integration of offerings from many sources
original equipment manufactures
purchase goods to incorporate them into goods they produce and sell to their customers. largest volume users of goods and services
end user
purchase goods or services for consumption or incorporation into its own end products
government units
local, state, and federal government units make up about 1/3 of the US gross national product. it is the largest consuming group in the U.S
nonprofit and not-for-profit
hospitals, churches, nursing homes
component parts
parts retain their same form when incorporated. ingredient brand
ex: Intel Processor
accessory equipment
complementary products from 3rd party supplier (Ex: phone cases)
publics
communities of interested parties who are not direct participants in market (internal public: employees, financial- investors)
direct participants
customers, channel members, suppliers, competitors
capital goods
those goods used to product output- are purchased with input from other parts of org.
ex: machinery or real estate
public B2B environment
various publics or communities of interested parties who are not consumers, channel members, suppliers, or competitors. –not direct participants in the market
financial publics
include banks and other lending institutions, investors, investment banks, stock exchanges
independent press
media that can publish news that can enhance or destroy market position
public interest groups
groups comprising a minority int eh population, are often able to get the attention of the media or opinion leaders and thus focus popular attention on their issues
internal publics
every employee is a representative of the organization to the general public
microenvironment
existing trends (demographic, economic, sociocultural, natural, technological, etc.)
pure competition
many buyers and sellers exist with no single entity. have much effect on the price
ex: raw materials and agricultural products
monopolistic
many buyers and sellers, but product is differentiable such as that a range of prices are possible
oligopolistic competition
market consists of few sellers who are highly sensitive to each other (autos, airlines)
pure monopoly
consists of one seller (postal service)
monopsony:
one dominant buyer
product life cycle
introduction, growth , maturity, decline
product categories go through serval life stages
technology adaption life cycle
focuses more on the kinds of consumers and how they come to adapt to new technology–describes how a breakthrough innovation becomes adapted in the market
chasm
break in the sales growth curve for new technology. gap between what is a good idea and mass market–still hasn’t made money (between visionaries and pragmatists or early and majority adapters)
tornado
period of rapid growth–eventually produces the emergence of a dominate supplier
ex: whatsapp
adaption life cycle step by step
technophiles, visionaries, pragmatists, conservative, laggards
product types
capital goods, raw materials, accessory equipment, component parts
types of publics
independent press
financial publics
internal
public interest groups
