Kotler and keller market management 14e quiz answers
Definitions: o Organizational Buying: the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers o Business Market: all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others.
Heavily influenced by one or more types of perceived risk the degree of perceived risk varies with the amount of money at stake, the amount of attribute uncertainty, and the level of consumer self-confidence : 1.
Users: Those who will use the product or service. Shared services: can improve offerings. The customer counts on the sellers service dependability the sellers ability to fix the machine quickly or at least provide a loaner Out-of-pocket costs: How much does the customer have to spend on regular maintenance and repair costs?
Article: What are your customers saying? Empathy: The provision of caring, individualized attention to customers. Personal selling and sales management chapter 20 of Marketing by Stanton 3.
Pearson principles of marketing multiple choice questions
The company may find that the middle market is stagnating or declining A company faces a number of naming choices in deciding to move a brand down-market: 1. Assignment: study the sales management system of a business organization and make a write up, this is basically term report for half of the class. Related Interests. Installation: refers to the work done to make a product operational in its planned location. Supplier selection: Before selecting a supplier, the buying center will specify and rank desired supplier attributes, often using a supplier evaluation model 7. Preemptive Defense: A more aggressive maneuver is to attack first, perhaps with guerilla action across the market hitting one competitor here, another there and keeping everyone off balance. Four levels of Micromarketing o Segments: consists of a group of customers who share a similar set of needs and wants o Niches: all efforts focus on a very narrow segment of an overall target market o Local Areas: Geographic segmentation regional marketing means marketing right down to a specific zip code o Individuals: an individuals habits can be monitored to appeal to their buying habits company databases of previous purchases, online clicks Segmenting Consumer Markets: p. Week 5: Sales force management Key readings 1. Figure 6. These two characteristics, when crossed, produce four quite different types of organizations. This strategy is expensive to implement and means brand equity will have to be built from scratch, but the equity of the parent brand name is protected. Vertical hubs: centered on industries plastics, steel, chemicals, paper 2. Best Practices of Top Service Companies: p. Companys should recognize that items can differ in their potential for being Product-item Contributions to a product Lines priced higher or advertised more Total Sales and Profits as ways to increase their sales, their margins, or both.
Gaps that Cause Unsuccessful Service Delivery: 1. Maintenance, Repair and Operations MRO Goods: the classification of supplies the equivalent of convenience goods which come in two kinds: Maintenance and repair items: paint, nails, brooms Operating supplies: lubricants, coal, writing paper, pencils Business services: this includes: Maintenance and repair services: window cleaning, copier repair Business advisory services: legal, management consulting, advertising Product Differentiation: p.
What influences Consumer Behavior?
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