2-19 and 2-21 Marketing Primer

And for them an ipad may be exactly what theyve been

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Unformatted text preview: iPad may be exactly what they’ve been waiting for.” Daniel Tenner, http://eu.techcrunch.com/2010/01/29/get-realgeeks-the-ipad-is-the-apple-for-mum-not-you/ The Marketing Mix (or the 4Ps) Product Any physical good, service, or idea that satisfies a want or need plus anything that would enhance the product in the eyes of a customer; Price The financial exchange value of a product that the seller believes maximizes transactional benefits for both business and customer; Place The selection of a distribution system that makes the product available to customers Promotion All the techniques sellers use to inform potential customers about and motivate them to buy their products. Business Buyer Behavior Business Business buyer behavior refers to how people act Business when they’re buying products to use either directly or indirectly to produce other products (e.g. chemicals, copy paper, computer servers). (e.g. Business buyers typically: Have purchasing training; Apply rational criteria to their decision making process; Buy according to purchase specifications and objective Buy standards; standards; Ought to minimize personal judgment or whim; Integrate input from a number of internal sources, as a Integrate result of a relatively formal process; result Tend to seek and secure highly customized goods, Tend services, and prices. services, Marketing Research...
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This document was uploaded on 03/18/2014 for the course AEM 1200 at Cornell.

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