Unformatted text preview: e, county, and city
governments, are all examples of such organizations. INSTITUTIONS are nonprofit
organizations that have different primary goals from ordinary businesses. This category includes
schools, hospitals, colleges and universities, churches, labor unions, fraternal organizations, civic
clubs, foundations, and other so-called nonbusiness organizations.
KEY: CB&E Model Customer OBJ: 07-4 TOP: AACSB MSC: BLOOMS Synthesis 7. Describe the reseller market. Why do businesses use the services of business product distributors?
The reseller market includes retail and wholesale businesses that buy finished goods and resell
them for a profit. Retailers sell to final consumers, and wholesalers sell to retailers and other
organizational customers. Business product distributors are wholesalers that buy business products and resell them to business customers. These distributors often carry much stock and
have sales forces that call on business customers. Businesses that wish to purchase items typically
buy from local distributors rather than from large manufacturers.
KEY: CB&E Model Customer | CB&E Model Distribution TOP: AACSB
MSC: BLOOMS Synthesis 8. Discuss how institutional customers differ from other types of business customers such as
producers or resellers. Give two points of differentiation.
Institutions seek to achieve goals that differ from ordinary producer or reseller business goals
such as profit, market share, and return on investment. The institutional market also is
characterized by great diversity. Institutional organizations include schools, hospitals, colleges
and universities, churches, labor unions, civic clubs, foundations, and so on.
KEY: CB&E Model Customer OBJ: 07-4 TOP: AACSB MSC: BLOOMS Synthesis 9. A Brazilian manufacturer of solar cells used as a renewable source of energy in all types of
structures would like to begin distribution and sales in the United States, Canada, and Mexico.
The manufacturer has hired you to investigate NAICS data for such products in North America.
What is the NAICS system? What are some of the benefits of using this system?
The North American Industry Classification System (NAICS) is a detailed numbering system
developed by the United States, Canada, and Mexico to classify North American business
establishments by their main production processes.
NAICS is a valuable tool for business marketers engaged in analyzing, segmenting, and targeting
markets, as goods- or service-producing firms using identical or similar production processes are
grouped together. The number, size, and geographic dispersion of firms can also be identified
through the use of NAICS codes. This information can then be converted to market potential
estimates, market share estimates, and sales forecasts.
KEY: CB&E Model Research OBJ: 07-5
TOP: AACSB MSC: BLOOMS...
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model