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Unformatted text preview: 6-9,12, 14, 17Chapter 6: Business Marketing1. Within the context of online sales to business customers, what are some potential measurements of success?RecencyoCustomers who have made a purchase recently are more likely to purchase again in the near future than customers who havent purchased for a whileFrequencyoIdentify frequent purchasers who are definitely more likely to repeat their purchasing behavior in the future Monetary value of salesoBig spenders can be the most profitable customers for your business2. What is web site stickiness, and what is the significance of this?Stickiness = Frequency x Duration (length of time spent on the site) x Site Reach (number of site pages viewed during each visit)oBy measuring the stickiness factor of a website before and after a design or function change, the marketer can determine whether visitors embraced the change3. What is disintermediation, and to what extent has this taken place over the last several years? How does this actual impact compare to expectations?Disintermediation is the elimination of intermediaries such as wholesalers or distributors from a marketing channeloe.x. Dell, Netflix oA few years ago, many people thought that the Internet would eliminate the need for distributors. Why would customers pay a distributors markup when they could buy directly from the manufacturer with a few mouse clicks?oYet, Internet disintermediation has occurred less frequently than many expectedBecause distributors often perform important functions such as providing credit, aggregation of supplies from multiple sources, delivery, and process returns4. What is a keiretsu, and what are its implications?A keiretsu is a network of interlocking corporate affiliates oWithin a keiretsu, executives may sit on the boards of their customers or their suppliersoMembers of a keiretsu trade with each other whenever possible and often engage in joint product development, finance, and marketinge.x. Toyota Group keiretsu includes 14 core companies and another 170 that receive preferential treatmentoMany American firms have found that the best way to compete in Asian countries is to form relationships with Asian firms5. What are some major categories of business customers, and what are major characteristics of each?ProducersoIncludes profit-oriented individuals and organizations that use purchased goods and services to produce other products, to incorporate into other products, or to facilitate the daily operations of the organization (13 million)e.x. Construction, manufacturing, transportation, finance, real estate, food service firmsoProducers are often called original equipment manufacturers or OEMsResellersoIncludes retail and wholesale businesses that buy finished goods and resell them for a profitRetailers sell mainly to final consumers (1.5 million)Wholesalers sell mostly to retailers and other organizational customers (500,000)GovernmentsoIncludes federal, state, and local (county and city) buying units...
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- Fall '07