This document discusses key aspects of business marketing. It defines business marketing and differentiates business and consumer products. It describes the role of the internet, relationship marketing, and strategic alliances in business marketing. It identifies four major categories of business customers and explains the North American Industry Classification System. It also discusses the differences between business and consumer markets, the seven types of business goods and services, and unique aspects of business buying behavior.
This document discusses key concepts in business marketing including:
1) It defines business marketing and differentiates business products from consumer products.
2) It describes the role of the internet in business marketing and metrics like stickiness.
3) It discusses the importance of relationship marketing and strategic alliances in business.
4) It identifies the four major categories of business customers as producers, resellers, governments, and institutions.
This document provides an overview of business-to-business marketing. It discusses the key aspects of B2B markets including manufacturers/service providers, resellers, institutions, and government. It then outlines the six stages of the B2B buying process: need recognition, product specification, request for proposal, proposal analysis and supplier selection, order specification, and vendor performance assessment. It also describes the different roles in the buying center, organizational cultures, and buying situations. Key terms are defined in a glossary at the end.
- Provide technical information
Assist in evaluation
Provide post purchase feedback
Decider: - Approve the purchase
Final decision maker
Gatekeeper: - Control information flow
Screening suppliers
Influencer: - Provide technical advice
Recommend suppliers
User: - Provide product specifications
Evaluate product performance
Top Management: - Approve major purchase
Provide budget & policy guidelines
4. Segmenting the Business Market
- Importance of Market Segmentation
- Bases for Segmenting Business Markets
- Geographic Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Behavioral Segmentation
- Benefit Segmentation
The document provides an overview of business-to-business (B2B) marketing. It defines B2B marketing and discusses the differences between industrial/B2B markets and consumer markets. Key differences noted are market characteristics, product/service characteristics, buying behavior, channels, and promotions. The document also outlines the B2B distribution channel, types of B2B marketing, the B2B buying process, organizational buying situations, and roles in a buying center. Common issues in B2B marketing are discussed as well as mistakes to avoid in digital B2B marketing and on LinkedIn specifically.
Strategic analysis report through a case study James Becker
Cobra Beer is a top beer producer known for its strategic practices. This report analyzes Cobra's external environment using Porter's 5 Forces and PESTEL models, identifying threats from substitutes and competitors. It also examines Cobra's internal resources, strengths in its brand recognition, and organizational structure. The analysis evaluates Cobra's position and provides strategies to sustain future success.
This document provides an overview of business-to-business marketing. It discusses how B2B marketing has evolved into its own discipline separate from consumer marketing. Key aspects of B2B marketing covered include the nature of B2B customers and products, characteristics of B2B markets, the organizational buying process, market sensing, collecting customer information, and globalization trends such as outsourcing. Effective B2B strategies require understanding customer needs and creating superior value through products and services. Successful implementation depends on team motivation and assessment of goals.
This document discusses factors to consider when analyzing the environment for e-marketing globally and competitively. It outlines aspects of the internal environment, external micro and macro environments, Porter's five competitive forces, market opportunity analysis, and factors affecting e-marketing. Key considerations include value systems, management structure, suppliers, customers, competitors, technology readiness, internet infrastructure issues, and the digital divide between developed and developing markets.
Significance of Service quality is very important for the success of a service company :
1. To win credibility & get repeat customers : If a company offers quality service consistently, It enjoys repeat business, i.e., customers visit it repeatedly. They may even refer it to their friends & relatives and provide positive word-of-mouth publicity to the quality service offered by the company.
2. To charge premium price : When a company offers superior quality service, compared to its competitors, customers who value quality will always prefer this company to other players in the market. So, the company will be in a position to charge a premium price from customers.
According to Berry & A Parasuraman, service quality is determined by customers using various criteria like credibility, security, access, communications, tangibles, responsiveness, reliability, competence, courtesy, tangibles, understanding, etc. Gronoos also suggested another list of criteria as professionalism & skills, attitude & behaviour, accessibility & flexibility, reliability & trustworthiness, reputation & credibility, and recovery. Since some of these factors are similar or overlapping, the authors have consolidated these into five distinct dimensions,
These dimensions represent how consumers organise information about service quality in their minds. These five dimensions were found relevant for banking, insurance, appliances repair, & maintenance, securities brokerage, long distance tele-service, auto repair service, & others. The dimensions are also applicable to retail & business services. This can be logically extended to internal services as well.
This document discusses key concepts in business marketing including:
1) It defines business marketing and differentiates business products from consumer products.
2) It describes the role of the internet in business marketing and metrics like stickiness.
3) It discusses the importance of relationship marketing and strategic alliances in business.
4) It identifies the four major categories of business customers as producers, resellers, governments, and institutions.
This document provides an overview of business-to-business marketing. It discusses the key aspects of B2B markets including manufacturers/service providers, resellers, institutions, and government. It then outlines the six stages of the B2B buying process: need recognition, product specification, request for proposal, proposal analysis and supplier selection, order specification, and vendor performance assessment. It also describes the different roles in the buying center, organizational cultures, and buying situations. Key terms are defined in a glossary at the end.
- Provide technical information
Assist in evaluation
Provide post purchase feedback
Decider: - Approve the purchase
Final decision maker
Gatekeeper: - Control information flow
Screening suppliers
Influencer: - Provide technical advice
Recommend suppliers
User: - Provide product specifications
Evaluate product performance
Top Management: - Approve major purchase
Provide budget & policy guidelines
4. Segmenting the Business Market
- Importance of Market Segmentation
- Bases for Segmenting Business Markets
- Geographic Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Behavioral Segmentation
- Benefit Segmentation
The document provides an overview of business-to-business (B2B) marketing. It defines B2B marketing and discusses the differences between industrial/B2B markets and consumer markets. Key differences noted are market characteristics, product/service characteristics, buying behavior, channels, and promotions. The document also outlines the B2B distribution channel, types of B2B marketing, the B2B buying process, organizational buying situations, and roles in a buying center. Common issues in B2B marketing are discussed as well as mistakes to avoid in digital B2B marketing and on LinkedIn specifically.
Strategic analysis report through a case study James Becker
Cobra Beer is a top beer producer known for its strategic practices. This report analyzes Cobra's external environment using Porter's 5 Forces and PESTEL models, identifying threats from substitutes and competitors. It also examines Cobra's internal resources, strengths in its brand recognition, and organizational structure. The analysis evaluates Cobra's position and provides strategies to sustain future success.
This document provides an overview of business-to-business marketing. It discusses how B2B marketing has evolved into its own discipline separate from consumer marketing. Key aspects of B2B marketing covered include the nature of B2B customers and products, characteristics of B2B markets, the organizational buying process, market sensing, collecting customer information, and globalization trends such as outsourcing. Effective B2B strategies require understanding customer needs and creating superior value through products and services. Successful implementation depends on team motivation and assessment of goals.
This document discusses factors to consider when analyzing the environment for e-marketing globally and competitively. It outlines aspects of the internal environment, external micro and macro environments, Porter's five competitive forces, market opportunity analysis, and factors affecting e-marketing. Key considerations include value systems, management structure, suppliers, customers, competitors, technology readiness, internet infrastructure issues, and the digital divide between developed and developing markets.
Significance of Service quality is very important for the success of a service company :
1. To win credibility & get repeat customers : If a company offers quality service consistently, It enjoys repeat business, i.e., customers visit it repeatedly. They may even refer it to their friends & relatives and provide positive word-of-mouth publicity to the quality service offered by the company.
2. To charge premium price : When a company offers superior quality service, compared to its competitors, customers who value quality will always prefer this company to other players in the market. So, the company will be in a position to charge a premium price from customers.
According to Berry & A Parasuraman, service quality is determined by customers using various criteria like credibility, security, access, communications, tangibles, responsiveness, reliability, competence, courtesy, tangibles, understanding, etc. Gronoos also suggested another list of criteria as professionalism & skills, attitude & behaviour, accessibility & flexibility, reliability & trustworthiness, reputation & credibility, and recovery. Since some of these factors are similar or overlapping, the authors have consolidated these into five distinct dimensions,
These dimensions represent how consumers organise information about service quality in their minds. These five dimensions were found relevant for banking, insurance, appliances repair, & maintenance, securities brokerage, long distance tele-service, auto repair service, & others. The dimensions are also applicable to retail & business services. This can be logically extended to internal services as well.
This document discusses key concepts in business marketing including:
1) It defines business marketing and differentiates business products from consumer products.
2) It describes the role of the internet in business marketing and metrics like stickiness.
3) It discusses the importance of relationship marketing and strategic alliances in business.
4) It identifies the four major categories of business customers as producers, resellers, governments, and institutions.
This document discusses key concepts in retailing. It covers the importance of retailing in the US economy, ways to classify retailers, major types of retail operations including stores and non-store formats, franchising, developing a retail marketing strategy, and new developments in retailing such as interactivity and mobile commerce. The learning outcomes cover discussing the role of retailing, classifying retailers, describing retail operations and formats, non-store retailing techniques, franchising, developing a marketing strategy, and new innovations.
The document discusses key concepts related to services marketing and nonprofit organization marketing. It outlines 8 learning outcomes covering topics like the importance of services, differences between services and goods, service quality, marketing mixes for services, relationship marketing, internal marketing, global issues, and nonprofit organization marketing. For each learning outcome, it provides brief explanations and examples to illustrate the concepts.
The document outlines the key learning outcomes and concepts around sales promotion and personal selling. It defines sales promotion and its objectives, discusses common forms of consumer and trade sales promotion. It also describes personal selling and relationship selling, listing the advantages and differences between the two. Finally, it outlines the typical steps in the selling process.
This document discusses key concepts in business-to-business marketing. It describes the different types of B2B markets including manufacturers/service providers, resellers, institutions, and government. The stages of the B2B buying process are outlined as need recognition, product specification, RFP process, proposal analysis and selection, order specification, and vendor performance assessment. Different roles in the buying center like initiator, decider, and user are identified. Organizational culture and different buying situations such as new buy, straight rebuy, and modified rebuy are also detailed.
This document discusses key marketing concepts and terms. It covers the evolution of marketing from the production concept to relationship marketing. It also discusses the marketing mix, target markets, market segmentation, and the impact of technology and social trends on marketing. Finally, it addresses topics like marketing strategy, marketing plans, business markets, competition, and marketing information systems.
1. The document provides an overview of key marketing strategy concepts and terms for an exam, including the evolution of marketing from the production concept to viral marketing.
2. It discusses the marketing mix, target markets, and relationship marketing. Customers are increasingly important stakeholders that companies must acquire and retain through customer relationship management.
3. The buyer decision process and factors that influence buyer behavior are reviewed. Marketing mathematics concepts like break-even analysis and lifetime customer value are also summarized.
Week 8, Special Topics in Marketing was derived from Princip.docxphilipnelson29183
This document provides an overview of special topics in marketing, including business-to-business (B2B) marketing, marketing information systems, and monitoring and measuring marketing activities. It discusses some key differences between B2B and business-to-consumer markets, noting that B2B markets involve more transactions, higher dollar amounts per transaction, and more reliance on personal selling. It also explains that the demand for B2B products is derived from consumer demand. The document then categorizes different types of B2B buyers as producers, resellers, governments, and institutions.
The document defines business markets and how they differ from consumer markets. It identifies major factors that influence business buyer behavior such as environmental, organizational, interpersonal, and individual factors. It also lists and defines the typical steps in a business buying decision process which includes problem recognition, need description, specification, supplier search, proposal solicitation, selection, ordering, and performance review. It compares institutional markets which serve organizations like hospitals and schools, and government markets which require bids and favor domestic suppliers.
The document defines business markets and how they differ from consumer markets. It identifies major factors that influence business buyer behavior such as environmental, organizational, interpersonal, and individual factors. It also lists and defines the typical steps in a business buying decision process which includes problem recognition, need description, specification, supplier search, proposal solicitation, selection, ordering, and performance review. It compares institutional markets which provide goods and services to people in care facilities with low budgets to government markets which require bids and favor domestic suppliers.
This document provides an outline for a business plan covering key sections such as an executive summary, company description, products/services, marketing plan, operational plan, management team, financial plan, and appendices. The executive summary introduces the business and should be 2 pages or less. The company description provides details on ownership, history, strengths, challenges, and long-term goals. The marketing plan analyzes the target market, competition, and promotional strategies. The operational plan outlines daily operations, production, inventory, suppliers, personnel, and legal considerations. The financial plan includes profit/loss projections and cash flow statements.
This document provides an overview of key marketing concepts. It defines marketing according to the American Marketing Association and discusses four marketing management philosophies: production, sales, marketing, and societal orientations. It also describes the differences between sales and market orientations and provides several reasons for studying marketing, such as its importance to society and businesses and that it can lead to good career opportunities.
MARKETING PRINCIPLES AND MARKETING MANAGEMENT REVISION Q's & A'sFredrickBaraza2
This presentation includes the major questions and their answers in marketing principles and marketing management units or courses. they can really go handy during your revision for an exam
The document discusses the importance of understanding target companies and buyer profiles in business-to-business marketing. It recommends creating profiles for different types of target companies based on factors like their structure, environment, behaviors, and situations. Within each company, profiles should also be made for key stakeholders like operational champions and executive sponsors. These profiles provide critical insights into prospects that can help marketing qualify leads and sales close more deals. Overall, taking the time to understand buyers through comprehensive profiling allows firms to develop more effective marketing, sales, and communications strategies.
The document discusses key concepts in sales promotion and personal selling. It defines sales promotion and lists its objectives as reinforcing behavior, increasing consumption, and persuading customers to switch or buy more. Common forms of consumer sales promotion include coupons, rebates, premiums, and loyalty programs. Personal selling involves building relationships and understanding customer needs, while sales management oversees goals, training, compensation and evaluating performance.
This chapter discusses organizational consumers (business-to-business marketing) and how they differ from final consumers. It defines various types of organizational consumers like manufacturers, wholesalers, retailers, and governments. Organizational consumers buy in teams, use specifications and competitive bidding, and their demand is ultimately derived from final consumer demand. The chapter also covers organizational consumers' decision-making process and how understanding their goals, purchasing methods, and industry classifications can help with marketing to them.
The document discusses strategic planning and marketing plans. It covers 10 learning outcomes related to strategic planning, including understanding the importance of strategic marketing and marketing plans, developing business mission statements, setting objectives, conducting situation analyses, identifying competitive advantages, discussing strategic alternatives and target markets, describing marketing mix elements, and explaining the need for implementation, evaluation and control of marketing plans.
The document discusses strategic planning and marketing plans. It covers 10 learning outcomes related to strategic planning, including understanding the importance of strategic marketing and marketing plans, developing business mission statements, setting objectives, conducting situation analyses, identifying competitive advantages, discussing strategic alternatives and target markets, describing marketing mix elements, and explaining the need for implementation, evaluation and control of marketing plans.
Assignment 2Situation AnalysisBased on what you’ve.docxursabrooks36447
Assignment 2
Situation Analysis
Based on what you’ve learned so far in this course, regarding the 5 Cs, 4Ps, and STP, complete the assessment questions below. Submit the completed template in the Week 10 assignment submission link.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Mini Cooper, Samsung, Dairy Queen, or Axe):
NOTE: You will be completing an ORIGINAL Analysis on the business.
1. Customers
Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether the brand is trying to appeal to a certain social or cultural group and how customers perceive the product/brand. It’s also possible to include demographic information related to: age, educational attainment, geographic area, gender, race, employment status and/or home ownership. Additionally, you can discuss psychographic information which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of people. This area is also related to situational life stages as well as customer beliefs, and how customers want to see themselves and be perceived. Some examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new homeowners, college students and new parents. Be aware that some products/brands may appeal to a wider customer base than others.
[Insert response]
What do the customers buy/use of value from the business?
[Insert response]
What changes can the company/brand expect in the future? How can the company/brand better serve its customers?
(For example, you could include information about the current demand for the product/brand, and how it is changing or has changed including possible variations or modifications in the future. You may also determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It’s also possible to consider and talk about whether the product/brand is a less expensive substitute, perhaps, or maybe a product/brand that is easier to use with more features.)
[Insert response]
Opportunities (Make sure you label why you call each item an opportunity):
1. [Insert response]
2. [Insert response]
3. [Insert response]
Threats: (Make sure you label why you call each item a threat):
1. [Insert response]
2. [Insert response]
3. [Insert response]
2. Company
This Section Discusses what the brand is currently.
Identify strengths and weaknesses of the company/brand as it exists today, providing at least 3 strengths and 3 weaknesses. What does the company/brand do well and not so well at this very moment?
List 3 Strengths (Make sure you label why you call each item a Strength):
1. [Insert response]
2. [Insert response]
3. [Insert response]
List 3 Weaknesses: (Make sure you label why you call each item a weakness):
1. .
1. The document discusses key concepts in market segmentation including defining markets and segments, the importance of segmentation, criteria for successful segmentation, and bases used for segmenting consumer and business markets.
2. It also covers strategies for selecting target markets, one-to-one marketing, and how firms implement positioning strategies using product differentiation.
3. The learning outcomes cover topics like steps in the segmentation process, alternatives for selecting targets, and how positioning and differentiation influence customers' perceptions of brands.
Securitization involves pooling various financial assets and issuing securities backed by those assets. Securitization of musharakah involves issuing certificates of ownership in a joint business venture that can be traded on the secondary market. Musharakah certificates directly represent ownership in project assets, unlike conventional bonds which represent a loan. Murabahah contracts cannot be securitized since they represent a monetary debt that must be transferred at par value. Ijarah contracts can be securitized by issuing certificates representing ownership in the leased asset that convey rights to rental income and liability for asset loss.
This document discusses key concepts in business marketing including:
1) It defines business marketing and differentiates business products from consumer products.
2) It describes the role of the internet in business marketing and metrics like stickiness.
3) It discusses the importance of relationship marketing and strategic alliances in business.
4) It identifies the four major categories of business customers as producers, resellers, governments, and institutions.
This document discusses key concepts in retailing. It covers the importance of retailing in the US economy, ways to classify retailers, major types of retail operations including stores and non-store formats, franchising, developing a retail marketing strategy, and new developments in retailing such as interactivity and mobile commerce. The learning outcomes cover discussing the role of retailing, classifying retailers, describing retail operations and formats, non-store retailing techniques, franchising, developing a marketing strategy, and new innovations.
The document discusses key concepts related to services marketing and nonprofit organization marketing. It outlines 8 learning outcomes covering topics like the importance of services, differences between services and goods, service quality, marketing mixes for services, relationship marketing, internal marketing, global issues, and nonprofit organization marketing. For each learning outcome, it provides brief explanations and examples to illustrate the concepts.
The document outlines the key learning outcomes and concepts around sales promotion and personal selling. It defines sales promotion and its objectives, discusses common forms of consumer and trade sales promotion. It also describes personal selling and relationship selling, listing the advantages and differences between the two. Finally, it outlines the typical steps in the selling process.
This document discusses key concepts in business-to-business marketing. It describes the different types of B2B markets including manufacturers/service providers, resellers, institutions, and government. The stages of the B2B buying process are outlined as need recognition, product specification, RFP process, proposal analysis and selection, order specification, and vendor performance assessment. Different roles in the buying center like initiator, decider, and user are identified. Organizational culture and different buying situations such as new buy, straight rebuy, and modified rebuy are also detailed.
This document discusses key marketing concepts and terms. It covers the evolution of marketing from the production concept to relationship marketing. It also discusses the marketing mix, target markets, market segmentation, and the impact of technology and social trends on marketing. Finally, it addresses topics like marketing strategy, marketing plans, business markets, competition, and marketing information systems.
1. The document provides an overview of key marketing strategy concepts and terms for an exam, including the evolution of marketing from the production concept to viral marketing.
2. It discusses the marketing mix, target markets, and relationship marketing. Customers are increasingly important stakeholders that companies must acquire and retain through customer relationship management.
3. The buyer decision process and factors that influence buyer behavior are reviewed. Marketing mathematics concepts like break-even analysis and lifetime customer value are also summarized.
Week 8, Special Topics in Marketing was derived from Princip.docxphilipnelson29183
This document provides an overview of special topics in marketing, including business-to-business (B2B) marketing, marketing information systems, and monitoring and measuring marketing activities. It discusses some key differences between B2B and business-to-consumer markets, noting that B2B markets involve more transactions, higher dollar amounts per transaction, and more reliance on personal selling. It also explains that the demand for B2B products is derived from consumer demand. The document then categorizes different types of B2B buyers as producers, resellers, governments, and institutions.
The document defines business markets and how they differ from consumer markets. It identifies major factors that influence business buyer behavior such as environmental, organizational, interpersonal, and individual factors. It also lists and defines the typical steps in a business buying decision process which includes problem recognition, need description, specification, supplier search, proposal solicitation, selection, ordering, and performance review. It compares institutional markets which serve organizations like hospitals and schools, and government markets which require bids and favor domestic suppliers.
The document defines business markets and how they differ from consumer markets. It identifies major factors that influence business buyer behavior such as environmental, organizational, interpersonal, and individual factors. It also lists and defines the typical steps in a business buying decision process which includes problem recognition, need description, specification, supplier search, proposal solicitation, selection, ordering, and performance review. It compares institutional markets which provide goods and services to people in care facilities with low budgets to government markets which require bids and favor domestic suppliers.
This document provides an outline for a business plan covering key sections such as an executive summary, company description, products/services, marketing plan, operational plan, management team, financial plan, and appendices. The executive summary introduces the business and should be 2 pages or less. The company description provides details on ownership, history, strengths, challenges, and long-term goals. The marketing plan analyzes the target market, competition, and promotional strategies. The operational plan outlines daily operations, production, inventory, suppliers, personnel, and legal considerations. The financial plan includes profit/loss projections and cash flow statements.
This document provides an overview of key marketing concepts. It defines marketing according to the American Marketing Association and discusses four marketing management philosophies: production, sales, marketing, and societal orientations. It also describes the differences between sales and market orientations and provides several reasons for studying marketing, such as its importance to society and businesses and that it can lead to good career opportunities.
MARKETING PRINCIPLES AND MARKETING MANAGEMENT REVISION Q's & A'sFredrickBaraza2
This presentation includes the major questions and their answers in marketing principles and marketing management units or courses. they can really go handy during your revision for an exam
The document discusses the importance of understanding target companies and buyer profiles in business-to-business marketing. It recommends creating profiles for different types of target companies based on factors like their structure, environment, behaviors, and situations. Within each company, profiles should also be made for key stakeholders like operational champions and executive sponsors. These profiles provide critical insights into prospects that can help marketing qualify leads and sales close more deals. Overall, taking the time to understand buyers through comprehensive profiling allows firms to develop more effective marketing, sales, and communications strategies.
The document discusses key concepts in sales promotion and personal selling. It defines sales promotion and lists its objectives as reinforcing behavior, increasing consumption, and persuading customers to switch or buy more. Common forms of consumer sales promotion include coupons, rebates, premiums, and loyalty programs. Personal selling involves building relationships and understanding customer needs, while sales management oversees goals, training, compensation and evaluating performance.
This chapter discusses organizational consumers (business-to-business marketing) and how they differ from final consumers. It defines various types of organizational consumers like manufacturers, wholesalers, retailers, and governments. Organizational consumers buy in teams, use specifications and competitive bidding, and their demand is ultimately derived from final consumer demand. The chapter also covers organizational consumers' decision-making process and how understanding their goals, purchasing methods, and industry classifications can help with marketing to them.
The document discusses strategic planning and marketing plans. It covers 10 learning outcomes related to strategic planning, including understanding the importance of strategic marketing and marketing plans, developing business mission statements, setting objectives, conducting situation analyses, identifying competitive advantages, discussing strategic alternatives and target markets, describing marketing mix elements, and explaining the need for implementation, evaluation and control of marketing plans.
The document discusses strategic planning and marketing plans. It covers 10 learning outcomes related to strategic planning, including understanding the importance of strategic marketing and marketing plans, developing business mission statements, setting objectives, conducting situation analyses, identifying competitive advantages, discussing strategic alternatives and target markets, describing marketing mix elements, and explaining the need for implementation, evaluation and control of marketing plans.
Assignment 2Situation AnalysisBased on what you’ve.docxursabrooks36447
Assignment 2
Situation Analysis
Based on what you’ve learned so far in this course, regarding the 5 Cs, 4Ps, and STP, complete the assessment questions below. Submit the completed template in the Week 10 assignment submission link.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Mini Cooper, Samsung, Dairy Queen, or Axe):
NOTE: You will be completing an ORIGINAL Analysis on the business.
1. Customers
Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether the brand is trying to appeal to a certain social or cultural group and how customers perceive the product/brand. It’s also possible to include demographic information related to: age, educational attainment, geographic area, gender, race, employment status and/or home ownership. Additionally, you can discuss psychographic information which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of people. This area is also related to situational life stages as well as customer beliefs, and how customers want to see themselves and be perceived. Some examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new homeowners, college students and new parents. Be aware that some products/brands may appeal to a wider customer base than others.
[Insert response]
What do the customers buy/use of value from the business?
[Insert response]
What changes can the company/brand expect in the future? How can the company/brand better serve its customers?
(For example, you could include information about the current demand for the product/brand, and how it is changing or has changed including possible variations or modifications in the future. You may also determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It’s also possible to consider and talk about whether the product/brand is a less expensive substitute, perhaps, or maybe a product/brand that is easier to use with more features.)
[Insert response]
Opportunities (Make sure you label why you call each item an opportunity):
1. [Insert response]
2. [Insert response]
3. [Insert response]
Threats: (Make sure you label why you call each item a threat):
1. [Insert response]
2. [Insert response]
3. [Insert response]
2. Company
This Section Discusses what the brand is currently.
Identify strengths and weaknesses of the company/brand as it exists today, providing at least 3 strengths and 3 weaknesses. What does the company/brand do well and not so well at this very moment?
List 3 Strengths (Make sure you label why you call each item a Strength):
1. [Insert response]
2. [Insert response]
3. [Insert response]
List 3 Weaknesses: (Make sure you label why you call each item a weakness):
1. .
1. The document discusses key concepts in market segmentation including defining markets and segments, the importance of segmentation, criteria for successful segmentation, and bases used for segmenting consumer and business markets.
2. It also covers strategies for selecting target markets, one-to-one marketing, and how firms implement positioning strategies using product differentiation.
3. The learning outcomes cover topics like steps in the segmentation process, alternatives for selecting targets, and how positioning and differentiation influence customers' perceptions of brands.
Securitization involves pooling various financial assets and issuing securities backed by those assets. Securitization of musharakah involves issuing certificates of ownership in a joint business venture that can be traded on the secondary market. Musharakah certificates directly represent ownership in project assets, unlike conventional bonds which represent a loan. Murabahah contracts cannot be securitized since they represent a monetary debt that must be transferred at par value. Ijarah contracts can be securitized by issuing certificates representing ownership in the leased asset that convey rights to rental income and liability for asset loss.
This document provides definitions for major Islamic finance instruments and terms. It defines instruments like Murabahah (cost-plus financing), Mudarabah (profit-sharing), Musharakah (joint venture), and Ijarah (leasing). It also defines prohibited terms like riba (interest) and gharar (uncertainty). The definitions cover instruments, legal concepts, and prohibited elements in Islamic commercial and financial transactions.
Securitization involves pooling various financial assets and issuing securities backed by those assets. There are several types of Islamic securitization, including those based on musharakah, murabahah, and ijarah contracts. Musharakah certificates represent direct ownership in the securitized assets. Murabahah contracts cannot be securitized to create negotiable instruments since the amount must be transferred at par value. Ijarah certificates represent proportionate ownership of the leased asset.
The document discusses various theories and concepts in Islamic finance, including the theories of mixing (tecouri percampuran) and exchange (teori pertukaran). It explains different types of contracts in Islamic finance such as mudharabah, musharakah, and murabahah. It also compares conventional and Islamic banking systems and their roles as lenders, investors, and custodians of assets. Key concepts like wa'd (promise) and akad (contract) are defined and distinguished.
Sukuk are financial certificates that comply with Islamic law and its investment principles, which prohibit charging or paying interest. Sukuk represent ownership in tangible assets or business activities and provide investors returns from those assets or activities. There are different types of Sukuk based on principles like Murabaha, Ijarah, Musharakah, and Mudarabah. While Sukuk aim to enable organizations to raise capital in a Sharia-compliant way, some structures have faced criticism for replicating interest-based bonds too closely. Guidelines on appropriate underlying assets and tradability in secondary markets continue to be discussed.
securitization and musyarakah+murabahah and ijarahmandalina landy
The document discusses various aspects of Islamic capital markets including key components, Shariah compliant stocks, Islamic funds, and sukuk. It also covers securitization in Islamic finance, explaining different types of securitization such as for musharakah, murabahah, and ijarah. Securitization involves evaluating risks, designing credit enhancement structures, and pricing residual risk. Benefits include risk distribution and specialization. Certain conditions must be met for various structures to be Shariah compliant.
Shirkah refers to partnership in Islamic commercial law. There are two main types: shirkah al milk which is joint ownership of property, and shirkah al 'aqd which is a joint commercial enterprise where partners share capital and profit. Mudharabah is a specific type of partnership where one partner provides capital to another to invest in a business venture. The capital provider shares profit according to a profit ratio but bears any losses. Double mudharabah allows the capital from one mudharabah partnership to be invested in another mudharabah contract.
1. Bai As-Salam refers to a contract where advance cash payment is made for goods to be delivered later. The seller undertakes to supply specific goods to the buyer at a future date in exchange for the advanced price paid in full.
2. Salam transactions require full payment of the purchase price at the time of sale. This ensures the seller has the liquidity expected and the basic purpose of the transaction is not defeated.
3. Parallel or back-to-back salam involves three parties, where one party enters into two consecutive salam contracts to manage risks from price fluctuations between the contracts.
Ijara or leasing is an Islamic financing contract where the financier buys an asset and leases it to a business owner for a rental fee. There are several types of ijara contracts: basic ijara for leasing services or assets; ijara muntahia bittamleek which allows the lessee to purchase the asset; and al-ijarah wa al-iqtina which is a lease-to-own agreement commonly used for home financing. The ijara contract must meet conditions such as clearly specifying the purpose and responsibilities of both parties, and cannot involve uncertainty around prices, interest, or penalties.
murabaha and bai bithaman ajil (kontrak jual beli)mandalina landy
The document discusses Murabaha, an Islamic financing structure where a bank purchases an asset from a supplier and sells it to a customer at a marked-up price, either for immediate or deferred payment. It defines Murabaha, explains how it works in practice including an example, compares it to Musawama, and outlines conditions to ensure it complies with Shariah such as disclosure of costs, fixed pricing, and separation of transactions.
Dokumen tersebut membahas tentang transaksi yang dilarang dalam Syariah Islam. Terdapat tiga jenis transaksi yang dilarang yaitu: 1) transaksi yang objeknya haram, 2) transaksi yang memiliki unsur ketidakpastian atau penipuan, dan 3) transaksi yang melibatkan riba. Dokumen ini juga menjelaskan berbagai jenis riba seperti riba jual beli, riba hutang piutang, serta alasan larangan riba dalam Islam.
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Business Marketing
1. CHAPTER 6 Business Marketing Designed by Eric Brengle B-books, Ltd. Prepared by Deborah Baker Texas Christian University Introduction to Marketing McDaniel, Lamb, Hair 9
2. Learning Outcomes Describe business marketing Describe the role of the Internet in business marketing Discuss the role of relationship marketing and strategic alliances in business marketing Identify the four major categories of business market customers LO I LO 2 LO 3 LO 4
3. Learning Outcomes Explain the North American Industry Classification System Explain the major differences between business and consumer markets Describe the seven types of business goods and services Discuss the unique aspects of business buying behavior LO 5 LO 6 LO 7 LO 8
5. What Is Business Marketing? The marketing of goods and services to individuals and organizations for purposes other than personal consumption. LO I Business Marketing
6.
7. REVIEW LEARNING OUTCOME Business Marketing LO I cupboards oven folder and pen Teddy bear CONSUMER BUSINESS cupboards Coffee pot oven folder and pen photocopier
8. Business Marketing on the Internet Describe the role of the Internet in business marketing LO 2
9. Measuring Online Success LO 2 A measure of a Web site’s effectiveness; calculated by multiplying the frequency of visits times the duration of a visit times the number of pages viewed during each visit. Stickiness = Frequency x Duration x Site Reach Stickiness
10.
11. REVIEW LEARNING OUTCOME The Internet in Business Marketing LO 2 THEN NOW Reduce costs Build partnerships and alliances Build and support branding Develop customer-focused technology and systems Integrate online and traditional media Revenue Generation Basic Marketing Communication Business Internet Uses and
12. Relationship Marketing and Strategic Alliances Discuss the role of relationship marketing and strategic alliances in business marketing LO 3
13. Strategic Alliances LO 3 A cooperative agreement between business firms (strategic partnership). Strategic Alliance
14. Relationships in Other Cultures LO 3 A network of interlocking corporate affiliates. Keiretsu
15. REVIEW LEARNING OUTCOME Relationship Marketing and Strategic Alliances LO 3 Supplier (like Intel) Supplier Supplier Company (like Dell) Company 1 (like Starbucks) Company 2 (like Jim Beam) Company (like UPS) Customer/ Distributor (like Ford)
16. Major Categories of Business Customers Identify the four major categories of business market customers LO 4
17. Major Categories of Business Customers LO 4 Producers Resellers Governments Institutions OEMs Wholesalers Retailers Federal Municipal Local Schools Hospitals Colleges Churches Unions Fraternal groups Civic Clubs Foundations Nonbusiness organizations
18. Producers LO 4 OEMs. Individuals and organizations that buy business goods and incorporate them into the products that they produce for eventual sale to other producers or to consumers . Original Equipment Manufacturers
19. REVIEW LEARNING OUTCOME Business Market Customers LO 4 Business Marketing Institutions Resellers Wholesalers Retailers Producers OEMs Governments Federal State Municipal County Unions Civic Clubs Other Churches Foundations Nonprofits
20. North American Industry Classification System Explain the North American Industry Classification System LO 5
21. NAICS LO 5 A detailed numbering system developed by the U.S., Canada, and Mexico to classify North American business establishments by their main production processes. North American Industry Classification System NAICS
22. Example of NAICS Hierarchy LO 5 Reproduction of software Mfg. and reproduction of magnetic/ optical media Computer electronic product manufacturing Manufacturing Description 334611 3346 334 31-33 NAICS Code U.S. Industry Industry Group Subsector Sector NAICS Level
23.
24. Business versus Consumer Markets Explain the major differences between business and consumer markets LO 6
25. Business versus Consumer Markets LO 6 Characteristic Demand Volume # of Customers Location Distribution Nature of Buy Buy Influence Negotiations Reciprocity Leasing Promotion Business Market Organizational Larger Fewer Concentrated More Direct More Professional Multiple More Complex Yes Greater Personal Selling Consumer Market Individual Smaller Many Dispersed More Indirect More Personal Single Simpler No Lesser Advertising
26. Demand in Business Markets LO 6 Demand is... Description Derived Demand for business products results from demand for consumer products. Inelastic A change in price will not significantly affect the demand for product. Joint Multiple items are used together in final product. Demand for one item affects all. Fluctuating Demand for business products is more volatile than for consumer products.
27. Fluctuating Demand LO 6 Multiplier Effect (Accelerator Principle) Phenomenon in which a small increase or decrease in consumer demand can produce a much larger change in demand for the facilities and equipment needed to make the consumer product.
28. Types of Business Products Describe the seven types of business goods and services LO 7
29. Types of Business Products LO 7 Major Equipment Accessory Equipment Raw Materials Component Parts Processed Materials Supplies Business Services Online http://www.sysco.com
30. REVIEW LEARNING OUTCOME Types of Business Goods and Services LO 7 Aluminum ore: raw material Extruded metal: processed material Propeller blade: component part Extruding machine: major equipment Tool cart: accessory equipment Uniforms: contracted service Paper: supply
32. Business Buying Behavior LO 8 Customer Service Business Ethics Buying Situations Evaluative Criteria Buying Centers Aspects of Business Buying Behavior
33. Buying Centers LO 8 Buying Center All those persons in an organization who become involved in the purchase decision.
34. Roles in the Buying Center LO 8 Initiator Influencers Gatekeepers Decider Purchaser Users Online http://www.loctite.com
35.
36. Buying Situations LO 8 New Buy A situation requiring the purchase of a product for the first time. Modified Rebuy A situation where the purchaser wants some change in the original good or service. Straight Rebuy A situation in which the purchaser reorders the same goods or services without looking for new information or investigating other suppliers.
Notes: Business marketing is the marketing of goods and services to individuals and organizations for purposes other than personal consumption. The sale of a personal computer to a college is an example of business marketing. If that same computer is purchased for personal or family consumption or as a gift, it is a consumer good. The size of the business market in the U.S. and most countries substantially exceeds that of the consumer market.
Notes: A product that is purchased for personal use is considered a consumer good. If the same product is purchased for use in a business, it is a business product. The key in classification as a business product is intended use.
Notes: It is hard to imagine that commercial use of the Internet began as recently as the mid-1990s. In 2005, there were over one billion Internet users worldwide. The use of the Internet to facilitate activities between organizations is called business-to-business electronic commerce. In 2006, the U.S. alone was expected to account for over $800 billion of B2B e-commerce.
Notes: Marketers must be able to comprehend data stored in the log files generated by their Web servers. By evaluating this information, a marketer can fine-tune the marketing effort to maximize online success. For marketers today, three of the most important measurements of Web site hits are recency, frequency, and monetary value. Combining frequency with the length of time a visitor spends on the Web site and the number of pages viewed can provide a measure of a site’s stickiness factor.
Notes : This slide shows the Internet marketing strategies from the late 1990s to five that are currently being pursued. Disintermediation means eliminating intermediaries such as wholesalers or distributors from a marketing channel. Source Andrew J. Rohm and Fareena Sultan, “The Evolution of E-Business,” Marketing Management , January/February 2004, p. 35.
Notes: Relationship marketing has become an important business marketing strategy as customers have become more demanding and competition has become more intense. Building long-term relationships with customers offers a way to build competitive advantage. Discussion/Team Activity: Go to FedEx’s Website at www.fedex.com. Review the different products available to meet varying customer needs, and discuss how these products/services can establish long-term relationships and customer loyalty for FedEx.
Notes: Strategic alliances can take the form of licensing or distribution agreements, joint ventures, research and development consortia, and partnerships. Businesses form strategic alliances to leverage the assets they have (such as technology, financial resources, market access) by combining these assets with those of other firms. Another rationale behind the formation of strategic alliances is to achieve economies of scale.
Notes: The concept of strategic alliances has been used in foreign cultures, such as Mexico, China, Japan, Korea, and much of Europe for a long time. For example, in Japan the basis of exchange between firms is personal relationships that are developed through indulgent dependency. Relationships between companies can develop into a keiretsu—a network of interlocking corporate affiliates. Members of a keiretsu trade with each other and often engage in joint product development, finance, and marketing activity. Many American firms have found the best way to compete in Asian countries is to form relationships with Asian firms.
Notes: Producers include profit-oriented organizations that use purchased goods and services to produce or incorporate into other products. Examples include construction, manufacturing, transportation, finance, real estate, and food service firms. The reseller market includes retail and wholesale businesses that buy finished goods to resell at a profit. Government organizations include thousands of federal, state, and local buying units. This may be the largest single market for goods and services in the world. The U.S. federal government, buying goods and services valued at over $590 billion a year, is the world’s largest customer. Institutions do not have the standard business goals of profit, market share, and return on investment. Includes schools, hospitals, colleges and universities, churches, labor unions, fraternal organizations, civic clubs, foundations, and other nonbusiness organizations. Discussion/Team Activity: Access the Web site http://www.cbd-net.com Discuss the information provided on this Web site that helps organizations do business with the federal government.
Notes: The North American Industry Classification Systems, introduced in 1997, is a joint development by the United States, Canada, and Mexico to provide a common industry classification system for NAFTA partners.
Notes: The information shown on this slide describes the usefulness of NAICS for marketers. For example, if a supplier understands the needs of a few firms within a classification, the needs can be projected to all firms in the category. This information can be converted into market potential, market share estimates, and sales forecasts. Discussion/Team Activity: Discuss how NAICS information can be used for other marketing applications.
Notes: The basic marketing concepts are the same whether the customer is a business organization or a consumer. However, the characteristics of business markets and consumer markets are different.
Notes: The main differences between business and consumer markets are summarized on this slide. The first characteristic demand is described on the next slide. Follow the hyperlink. Purchase volume: Business customers buy in larger quantities than consumers. Number of customers: Business marketers have fewer customers than consumer marketers. An advantage is that it is easier to identify buyers, monitor customer needs, and build personal relationships. A disadvantage is that each customer becomes crucial, especially for those manufacturers who have only one customer. Location of buyers: Business customers are more geographically concentrated than consumers. For example, many firms in the automobile manufacturing industry are clustered near Detroit. Distribution structure: Business products typically have shorter channels of distribution, and direct channels are common. On the other hand, consumer products pass through a distribution system that may include the producer, the wholesaler(s), and the retailers. Nature of buying: More people are involved in a business market purchase decision than in a consumer purchase. Representatives from quality control, marketing, finance, and purchasing may be grouped in a buying center. Type of negotiations: Consumers are used to negotiating price on items like real estate and automobiles, although in most cases, however, the sellers set the price and other conditions of sale. In contrast, negotiation is common in business marketing decisions and may take months to work out the final contracts. Use of reciprocity: Business purchasers often choose to buy from their own customers. It is not unethical or illegal unless the exchange is coerced. Use of leasing: Businesses commonly lease expensive equipment to reduce capital outflow, keep state of the art products, and gain tax advantages. Primary promotional method: Business marketers emphasize personal selling, especially for expensive, custom-designed products.
Notes: Business demand is different from consumer demand in the following areas: The demand for business products is derived demand, meaning that organizations buy products to be used in producing customer products. As a result, business marketers must carefully monitor trends and patterns in final consumer markets as well as customers’ forecasts. Inelastic demand is demand without regard to price. An increase or decrease in the product price will not significantly affect the demand for the product. Joint demand occurs when multiple items are used together in a final product. Consequently, a demand change for one product will affect the other products as well. Fluctuating demand: The demand for business products tends to be more unstable than the demand for consumer products. A small increase or decrease in consumer demand can produce a much larger change in demand for the facilities and manufacturing equipment needed to make the consumer product. This is known as the multiplier effect. Discussion/Team Activity: 1. Discuss examples of products that describe each of the demand differences in business markets.
Online: Sysco What kind of business product does Sysco provide its customers? What do you think is Sysco’s largest category of business customers? Are there indications on the site that Sysco sells direct to customers? Notes: Major equipment: capital goods such as large or expensive machines, airplanes, buildings. Depreciated over time, often custom-designed. Personal selling is an important marketing strategy. Accessory equipment: Less expensive and shorter-lived than major equipment, includes fax machines, personal computers, power tools. Often charged as an expense. Often standardized and purchased by more customers. Advertising is an important promotional tool. Raw materials: Unprocessed products, such as minerals, timber, wheat, corn, fish. Become part of finished products. Personal selling is the marketing mix component used, distribution channels usually direct from producer to business user. Component parts: Finished items ready for assembly or that need very little processing. Examples are tires and electric motors. Two important markets for component parts: original equipment manufacturer (OEM) and replacement market. Processed materials are used directly in manufacturing other products. Sheet metals, chemicals, and lumber. Do not retain their identity in final products. Price and service are important factors in choosing a supplier. Supplies are consumable items that do not become part of the final product. Short lives and inexpensive. Generally fall into categories of maintenance, repair, or operating supplies (MRO), and include such items as detergents, pencils, paper, etc. Business services are expense items that do not become part of the final product. This includes janitorial, advertising, legal, management consulting, marketing research, and maintenance services.
Notes: Understanding how purchase decisions are made in organizations is a first step in developing a business selling strategy. Business buying behavior has five important aspects, as shown on this slide.
Online Loctite Corporation What evidence do you see on Loctite’s Web site that its marketing efforts focus on engineers? Read some of its online literature. Notes: Several people may play a role in the business purchase decision: Initiator: the person who suggests the purchase. Influencers: help define specifications and provide information for evaluating options. Gatekeepers: group members who regulate the flow of information, often the purchasing agent. Decider: the person with the power to choose or approve the selection. Purchaser: the person who negotiates the purchase. Users: members of the organization who actually use the product.
Notes: Business buyers evaluate products and suppliers against the criteria of quality, service, and price—in that order. Quality refers to technical suitability. Quality improvement should be part of every organization’s marketing strategy. Service includes prepurchase as well as postpurchase service, along with dependability of supply. Services that help sell the finished products are especially appropriate when the seller’s product is an identifiable part of the end product. Business buyers want to buy at low prices. However a buyer who pressures a supplier to cut prices to the point of money loss may force shortcuts on quality. It may force the supplier to quit selling to him/her.