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 buyer behavior refers to how people act
when they’re buying products to use either
directly or indirectly to produce other products
(e.g. chemicals, copy paper, computer servers).
Business buyers typically: Have purchasing training;
Apply rational criteria to their decision making process;
Buy according to purchase specifications and objective
Ought to minimize personal judgment or whim;
Integrate input from a number of internal sources, as a
result of a relatively formal process;
Tend to seek and secure highly customized goods,
services, and prices.
services, Marketing Research...
View Full Document
This document was uploaded on 03/18/2014 for the course AEM 1200 at Cornell.
- Spring '06