This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
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)...
View Full Document
- Fall '11
- Marketing, McDonald, organizational buying, 80%, Demand Inelastic Demand, needless blindness Inspiration