Business Mktg

Chapter 7 Notes

-1/3 of GDP is Business to Business

Business Products

-Manufacture other products: machine tools, robots

-part of another: intel

-aid in ops: clicker, projector, used for normal operations for the university

-same products can be business to business or business to consumer

Business to Business and Social Media

-research tools used to scrape information from internet to see what’s hot

-Levis likes to listen. One of their ads did really well in the US which wasn’t even out here. Ad shower French lady walking away from the camera with just jeans on. Levis viewed the feedback that was received from social media.

Measuring Online Success

-how good is a website.

Relationship Marketing and Strategic Alliances

-opposite of sales approach.

-figure out the market segment, homogeneous and build relationships.

Relationship Marketing

-Dr. R’s loyalty airline is AA

Strategic Alliance

-Two companies that come together: UTA, and Chinese MBA

-Licensing a right

-research and development: companies working together to come up with the next best thing.

-Partnership: if the belief is that the partnership isn’t fair, it is not going to work. Questions to ask: would you be willing to switch place with the other person, or is it a fair deal for both parties?

North American Industry Classification System

-it is hard to segment business so this is the code that is used.

-kind of like NAFTA

-these codes are helpful for research, the govt websites contain a lot of pertinent information

for this type of segmenting…ie. Revenues in the industry

Roles in buying Centers

- Gatekeepers: people who say yes or no..their job is to keep unwanted people out

- End user may not have a say

- Decider and Purchase can be two different people. Purchase might just be one filling out the PO.

Chapter 7 Video:

-We watched this video in class

-Two things Zappos did

- build a successful online business

-also started...