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10 Cards in this Set
- Front
- Back
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Organizational markets
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Industrial Markets
Reseller Markets Government Markets Institutions |
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Industrial Markets
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original. OEM - original equipment manager. put someone else's name on the product
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Reseller Markets
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Cosco is a reseller of kirkland.
Referred to as channel members. channel members to not process. they do add a lot of value and add utility through marketing |
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Government markets
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Massive markets that work incredibly slow. Government spends 15% of GDP
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Institutions
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University where people rely on lots of different products and services from the school
Residential Institutions like coke and pepsi Non-residential - non profit organizations, churches, ymca |
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Types of buying situations
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1. Straight rebuy - walmart linked directly to their vendors and all their suppliers
2. Modified rebuy - buys again with some modifications 3. New purchase - may take multiple years to switch vendors and then relationship could last a very long time |
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B-to-B Markets
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derived demand - consumers choose the demand
size of orders - cosco sells more expensive win than anywhere else # of potential buyers - 300 million to buy tvs in america. less than 30 firms to produce cars Frequency of purchase Formal process for purchase - organizations have established process, timing, and roles for purchase multiple roles/personalities in the buy task Enduring Buyer-selling relationships Extensive Direct Selling and Negotiation - mcdonalds and coke Partnerships - staples using dell and dell using staples Reverse Marketing Operative - Customer helps design the product delivery system |
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US Business census updated ____
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every 5 years
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Market Mix Adaptations B-to-B
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Product Decisions - buyer more aware of features and specs than consumers, exceptions like computer geek. packaging less significant
Pricing Decisions - IMPORTANT Placement Decisions - expect things to not be broken Promotion Decisions - money on trade shows, premiums become expected |
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How is B-to-B process different?
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Far less people to sell to and they buy a lot more. establish deals that can last years and years
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