REVIEW SLIDES ASSESSMENT 3 SPRING 2011

REVIEW SLIDES ASSESSMENT 3 SPRING 2011 - MKTT 3433 MKTT...

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Dub Ashton, Ph. D. Associate Professor, Marketing Dashton900@aol.com Module 3 B-2-B, Module 3 B-2-B, Product Strategy, and Product Strategy, and Marketing Channels and Supply Chain Marketing Channels and Supply Chain MKTT 3433 MKTT 3433 REVIEW GUIDE SLIDES REVIEW GUIDE SLIDES ASS3ESSMENT 3 ASS3ESSMENT 3 Spring Semester 2011 Spring Semester 2011
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Business-to-Business Business-to-Business Marketing Marketing Organizational purchase of goods and/or services to support production, distribution, and servicing to support production, distribution, and servicing of other goods and services for daily company operations or for resale. Derived Demand : demand for a component of a consumer good and is dependent upon consumer demand for its value.
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Nature of the Business Market Nature of the Business Market Households Households Retailers Retailers Wholesalers Wholesalers Manufacturers Manufacturers Suppliers Suppliers Raw Resources Raw Resources Horizontal Business Relationships Vertical Business Relationships
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Marketing Strategy Planning: Marketing Strategy Planning: Business-to-Business Business-to-Business Product Place Price Promotion C Target Market Target Market Marketing Mix Marketing Mix Customer Satisfaction Customer Satisfaction Profit Profit Total Company Effort Total Company Effort
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What is B-to-B? What is B-to-B? Distribution Pipeline Categories that Define the Business Market: a. Commercial Market : Installations Accessories Raw Materials Components Supplies Services b. Trade Industries: Retail and wholesale (resale) c . Government: federal, state, local, international d. Other Institutions: health care, religious, education, not-for-profits
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An Integrated Model of the An Integrated Model of the Consumer Decision Process Consumer Decision Process Problem Recognition Search Alternative Evaluation Purchase Post-Purchase Evaluation Consumption Act Interpersonal Determinants Cultural Influences Social Influences Family Influences Personal Determinants Needs and Motives Perception Attitudes Learning Self-Concept Feedback Routine Limited Extended Situational Determinants
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Interactive Industrial Decisions Interactive Industrial Decisions (Strategy Issues) (Strategy Issues) Frequent Infrequent Purchase Frequency New Information Requirements Considerable Little Cost-Plus Pricing Negotiated Price Selling Price Straight Rebuy New-task Buy Modified Rebuy Business Buying Situations High Risk Potential Operational/Functional Decision Making Situations Order Taking (Catalogue) Personalize Decision Support Marketing Support (Web Site)
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Decisions Interactive Industrial Decisions (Strategy Issues) (Strategy Issues) Frequent Infrequent Purchase Frequency New Information Requirements Considerable Little Cost-Plus Pricing Negotiated Price Selling Price Straight Rebuy New-task Buy Modified Rebuy Business Buying Situations High Risk Potential Operational/Functional
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This note was uploaded on 04/13/2011 for the course MKTG 3433 taught by Professor Staff during the Spring '11 term at Arkansas.

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REVIEW SLIDES ASSESSMENT 3 SPRING 2011 - MKTT 3433 MKTT...

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