Business Marketing Management (B2B) - A Strategic View of Industrial and Organizational Markets
Eight Edition (Michael D.Hutt; Thomas W.Speh)
Chapter 1
What are the chief differences between consumer-goods marketing and business marketing? Use the following matrix as a guide in organising your response! (please be specific)
|
CONSUMER GOODS MARKETING |
BUSINESS MARKETING |
| CUSTOMERS |
|
|
| BUYING BEHAVIOUR |
|
|
| BUYER-SELLER RELATIONSHIP |
|
|
| PRODUCT |
|
|
| PRICE |
|
|
| PROMOTION |
|
|
| CHANNELS |
|
|
Chapter 3
Jim Jackson, an industrial salesperson for Pittsburgh Machine Tool, will call on two accounts this afternoon. the first will be a buying organisation Jim has been servicing for the past 3 years. The second call, however, poses more of a challenge. This buying organization has been dealing with a prime competitor of Pittsburgh Machine Tool for 5 years. Jim, who has good rapport with the purchasing and engineering departments, feels that the time may be right to penetrate this account. recently, Jim learned that the purchasing manager was extremely unhappy with the existing supplier's poor delivery service. Define the buying situations for confronting Jim and outline the appropriate strategy he should follow in each case.
Chapter 4
Describe switching cost. Discuss the switching cost that Southwest Airlines would incur if it began to phase out its fleets of Boeing Airliners with replacements from Airbus. What steps could Airbus take to reduce these switching costs? How might Boeing counter to strengthen its relationship with Southwest?
Chapter 5
1. Please explain the macrosegmentation based in the product categories in the business market.
2. Sara Lee Corporation derives more than $1.5 billion of sales each year from the institutional market (for example, hospitals, schools, restaurants). explain how a firm such as Sara Lee or General Mills might apply the concept of market segmentation to the institutional market.