New buy something you have never bought before or

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New buy – something you have never bought before or very often Need info – problem solving Want best price, technology, etc. Example – hospital buying a CAT scanner Members of the buying center B2B segmentation approaches o Macro-segmentation – focus on the buying organization (geographics and demographics) Size Location – where (big cities, particular cities) Industry Market level – target hotels and restaurants or suppliers for hotels and restaurants End market (consumers)
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o Micro-segmentation – focus on the buying center (psychographics, benefits, and usage) Individual characteristics of buyers Decision criteria Type of purchase situation Benefits Perceived importance Midterm exam Everything including today (lectures, text, class discussions) o Topics we have covered Introduction – chapter 1 Segmentation and positioning – chapters 2 and 7 Global marketing – chapter 19 Ethics – chapter 20 Marketing research – chapter 4 Consumer behavior – chapter 5 Organizational buyer behavior – chapter 6 25 multiple choice o Focus on all chapters o Should know the definitions o Might be definition and recognizing the terms
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3 points for written o A couple of point form short answer question Some general – focus on ethics and research lectures o A case Cobra beer is a practice case Similar to Le Whif Be able to do a SWOT
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