Understand Business to Business Markets –
What are the Buying Center Participants? In your opinion, which of these participants is the most important to a business-to-business marketing manager?
Define the terms supply chain, acceleration effect, personal factors and organizational factors.
Use the web to find various buying center roles to describe the potential members of the buying center for the air force when purchasing an item like the B-2 Stealth Bomber. Who should be included and what are their roles?
Chapter 6- Segmentation, Target Marketing, Positioning and CRM- Due Nov. 11 by Midnight
Define the terms market segmentation, target marketing and positioning.
In your perspective, which of the demographic segmentation variables in Exhibit 6.6 is the most important to marketing managers and support your choice with a real world example.
List the VALS Types and provide a product that has a brand strategy that would be attractive to the following types: Makers, Believers and Experiencers. Support your answer with a real world example.
Go to the Strategic Business Insights website ( HYPERLINK "https://www.strategicbusinessinsights.com" www.strategicbusinessinsights.com) and click through to the Section on VALS. Find the VALS survey and complete the questionnaire. List the results of the survey. Are the results surprising? Why or why not? Do you see yourself as part of the identified VALS segment?
Define the terms Customer Relationship Management (CRM), Customer Loyalty, Lifetime Value of a Customer, Customer Touchpoints and Customer Mind Set.