CHAPT 6 BUSINESS MARKETING FALL 07

CHAPT 6 BUSINESS MARKETING FALL 07 - DIFFERENCES BETWEEN...

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CHAPT 6 BUSINESS MARKETING MEASURE SUCCESS (INTERNET): RECENCY FREQUENCY MONETARY VALUE B 2 B: REDUCE COST: no transportation, order online, contact online PARTNERS / TRUST SYSTEMS / BRAND INTEGRATE ALL MEDIA
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BUSINESS CUSTOMER CATEGORIES PRODUCERS (OEM) Dell, GM, Caterpillar RESELLERS (RETAIL / WHOLESALE) Mediators, do not change the product GOVERNMENTS Big consumers, one of the largest employers, buying all of the time INSTITUTIONS Schools, universities, consumer (not producing anything)
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NORTH AMERICAN INDUSTRY CLASSIFICATION SYSTEM (NAICS) REPLACED SIC CODE IN 1997 CLASSIFIES BUSINESSES MEXICO, US, CANADA 21 ECONOMIC SECTORS SECTOR : SUBSECTOR : INDUSTRY GROUP : INDUSTRY ; US INDUSTRY
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Unformatted text preview: DIFFERENCES BETWEEN BUSINESS AND CONSUMER CHARACTERISTIC BUSINESS CONSUMER DEMAND: ORGANIZATION INDIVIDUAL VOLUME LARGE SMALL # CUSTOMERS FEW MANY LOCATION CONCENTRATED DISPERSED BUYING PROFESSIONAL PERSONAL NEGOTIATIONS COMPLEX SIMPLE LEASING GREATER LESSER PROMOTION PERSONAL SELL ADVERTISING TYPES OF PRODUCTS • MAJOR EQUIPMENT: TRUCK • ACCESSORY: COPIER • RAW MATERIALS: WHEAT, IRON ORE • COMPONENT PART: DIESEL ENGINE • PROCESSED MATERIAL: CHEMICALS • SUPPLIES: PAPER, INK • SERVICES: ADVERTISING, LEGAL • MRO: mixture of supplies EVALUATIONS CRITERIA • QUALITY • COST • SERVICE MISC • GLOBAL BUYING AGREEMENTS • REVERSE AUCTIONS • MAKE OR BUY...
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This note was uploaded on 04/09/2008 for the course MRKT 310 taught by Professor ? during the Fall '07 term at Minnesota State University, Mankato.

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CHAPT 6 BUSINESS MARKETING FALL 07 - DIFFERENCES BETWEEN...

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