Assignment:
1: What does "n = 1" mean?
2: What is its significance for business-to-business marketers
3: Why do business-to-business relationships focus on a cultivation mentality?
Assignment 1:
Where is the customer in the Buying Process
1. Identify your product
2. Using the Organization's Best Customer concept (Exhibit 3-5) on page 51 of the text, please identify where your Best Customers, Core Customers and Marginal Customers fit within The Sale Funnel illustration (Exhibit 9-1) on page 200. Then list for each what tactic you might consider using to move the customer to the next level.
This exercise is to force you to walk in the shoes of the customer in order to satisfy their need and develop an effective communications plan.
Assignment 2:
What Do You Need to Know?
1. Identify your product, service or institution.
2. Looking at The Total Marketing and Research Process Exhibit 24-2 on page 576 of text, identify one (1) unknown about your target audience that you need to clarify before you launch your product and outline how you would conduct a research or test to find the answer. Then, identify one item about your product,service or institution that you need to substantiate and how you would go about conducting a research or test to confirm any change.