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Essentials of Marketing 7th Edition

Essentials of Marketing (7th Edition)

Book Edition7th Edition
Author(s)Hair, Lamb
PublisherCengage Learning
Chapter 7, End Of Chapter, REVIEW AND APPLICATIONS, Exercise 1.1
Page 251

Describe business marketing.


Business marketing provides goods and services that are bought for use in business rather than for personal consumption. Intended use, not physical characteristics, distinguishes a business product from a consumer product.


As the marketing manager for Huggies diapers made by Kimberly-Clark, you are constantly going head-to-head with Pampers, produced by rival Procter & Gamble. You are considering unlocking the potential of the business market to increase your share of the disposable diaper market, but how? Write an outline of several ways you could transform this quintessentially consumer product into a successful business product as well.


The difference between a consumer product and a business product is of intentions and not physical characteristics. Keeping in mind the intentions of businesses that can use diapers such as nursing homes, following changes can be made in the marketing mix. These changes in the marketing mix can help transform the consumer products into business products.

  • It can be packaged into bigger sizes as the businesses buy products in bulk sizes unlike consumers.
  • It should be promoted by using channels that can target specific audiences that have business needs.

Verified Answer

The consumer product could be transformed into business product in following ways:

  • It can be packaged into bigger sizes.
  • It should be promoted by using channels that can target specific audiences.
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