OL SA C7 F10 - Principles of Marketing Chapter 7 Chapter 7...

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Principles of Marketing Chapter 7 Chapter 7 Short Answer NAME: Aaron Rumley 1. What is business marketing, and what is the key characteristic distinguishing business products from consumer products. Business Marketing: Marketing of goods and services to individuals and organizations for purposes other than personal consumption Key Characteristic: Intended use, not physical characteristics. 2. The use of the Internet to facilitate activities between organizations has evolved and grown rapidly throughout its short history. Define B2B e-commerce and list 2 past and 3 present initiatives in the evolution of e-business. Define B2B: Use of the internet to facilitate the exchange of goods services and information between organizations. Past 1: Revenue Generation Past 2: Aggressive disintermediation initiatives Present 1: Reduce Cost Present 2: Build channel partnerships and costs Present 3: Brand building and development 3. What are the 3 Main Measures of online success? 1: Recency 2: Frequency 3: Monetary Value 4. Define disintermediation and reintermediation. Disintermediation: Eliminating intermediaries such as wholesalers or distributors from a marketing channel Reintermediation: Reintroduction of an intermediary between producers and users 5. What is a strategic alliance? Strategic Alliance: Cooperative agreement between business firms 6. Briefly define/describe these four major categories of customers in business marketing. (a definition and whatever else you want to have to study with) Producers: This segment of the business market includes profit-oriented individuals and organizations that use purchased goods and services to produce other products, or to facilitate the daily operations of the organization Resellers: Market includes retail and wholesale businesses that buy finished goods and resell them for a profit.
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