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Marketing2 #1
| Question | Answer |
|---|---|
| What are A, Organizational (3) B,Consumer products for | A,Organizational 1,to be used in the opration of a business or organization 2,to manufacture other products 3,for resale to others B,Consumer for personal or household use |
| What are 3 types of B2B Markets | 1,Industrial Market (Company to company) 2,Reseller Market (Company to Retailer) 3,Government & Instrutional Market (Company to Government agencies) |
| What are 3 types of B2B Customers + description | 1,Users buy products(like robots) to produce other products 2,Original Equipment Manufactures buy products or product parts to incorporate in their product 3,Distributors boy,store,resell |
| What are 3 types of B2B Products + description | 1,Entering goods part of finished product/service 2,foundation goods(not part of the end product) equipment company needs to function 3,facilitating goods(doesnt enter the production) help an organization achieve its objectives,assist & support |
| What is the difference between B2B purchase & B2C purchase | B2B purchases are more complex |
| Who are members of DMU(decision making unit) (7) | 1,Gatekeepers(receptionist) 2,Buyers 3,Approvers(product manager) 4,Influencers 5,Deciders 6,Users 7,Initiators |
| What are 8 steps in B2B decision making process | 1,Need recognition 2,need description 3,determination of product specification 4,search of potential suppliers 5,analysis 6,selection of suppliers 7,contract negotiation 8,performance feedback & evaluation |
| What are steps in B2B routine rebuy situation (2) | 1,Problem/Need recognition 2,Contract negotiation |
| What are 3 B2B buying situations + description | 1,Straight rebuy (usually repetition of previous contract) 2,modified re-buy (also considering alternative suppliers & additional negotiation, still not so complex as new buy) 3,new buy (first time purchase require a lot of time & people) |
| What are benefits of relationship marketing for organisation (6) | 1,Increased purchases 2,Lower cost 3,Customer´s lifetime value (when costumers are loyal) 4,sustainable competitive advantage 5,word of mounth 6,employee satisfaction & retention |
| What are benefits of relationship marketing for custumers (4) | 1,Risk & stress reduction 2,service of higher-quality 3,avoidance of switching costs 4,social & status benefits |
| What are 4Cs of relationalship marketing | 1,Customer needs 2,Cost 3,Convenience (pohodlí) 4,Communication |
Created by:
semester1.IBWL
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