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Unformatted text preview: Countering the threat of product and service commoditization Convincing C-level executives to embrace the marketing concept Characteristics of Business Markets Fewer buyers Close supplier-customer relationships Professional purchasing Many buying influences Multiple sales calls Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers Direct purchasing 12 Million blind in India, 80% needlessly (Market Segment) Mission: Eradication of needless blindness Inspiration: McDonald’s process efficiency (Job Process)...
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This note was uploaded on 01/31/2012 for the course MKGT 649 taught by Professor Staff during the Fall '11 term at S.F. State.
- Fall '11