Custom Essay Writing-Strategic Marketing
While organizational customers are different in some ways from consumers, marketers need to answer a similar set of questions to develop a solid foundation for their marketing plans. How do those customers decide what to buy and what suppliers to buy from?
The Internet is simultaneously encouraging two opposing trends in the airlines industry purchasing: (1) the growing use of short-term spot market contracts via Web-based auctions and (2) the strengthening of long-term buyer-supplier relationships via the sharing of sales and inventory data and the development of supply chain alliances. Do you agree or disagree with this statement? Why or why not? Defend your answer.
Because of the differences in the decision-making process, a given marketing strategy will not be equally effective for both high- and low-involvement products. The consumer marketer’s first task, then, is to determine whether the majority of potential customers in the target segment are likely to be highly involved with the purchase decision or not. Why is this true? Defend your answer.
