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Rahima Akter

Bus 200


Chapter 7

Business Marketing

Case Study :

1. Discuss how business relationships and strategic partnerships have helped to increase the value of CamelBak’s products and the business itself ?

Ans: CamelBak’s business relationship with the armed forces is what really increased its value, camelBak’s started as a way for bicyclist to hydrate themselves during long rides and competitive rides and when the armed forces learned of this hydration system they had to have it and now it is used in combat and is almost as important as their weapons.

2. What type(s) of business market customers does CamelBak sell to?

Ans: CamelBak’s are sold to government and institutional markets which would define as a social class. CamelBak’s are also sold for hunting, extreme sports, recreational and “light” law

enforcement applications. These are examples of secondary membership groups, aspirational membership groups and non-aspirational membership groups, thus stating that CamelBak’s have established a solid product for all.

3. Review the types of demand that most influence business markets. Which ones do you think are

most important for CamelBak to consider in its marketing strategy? Why?

Ans: Demographic factors,Social factors, economic factors, technological factors and political and legal factors. Demographics would relate to the area which CamelBak intended to sell their product, social factors relate to people's attitudes, values and lifestyles. Economic factors are bias on consumer income, inflation and recession, technological factors include machinery that make production easier and affordable and last but not least political and legal factors which is making sure regulations and laws are understood so that they may be complied with. Demographic, economic and political factors are what Camelbak relies mainly on, demographics for their everyday pak because they want to target the athletes. Economic factors because if consumers are...