BMGT 350 Chapter Notes -Strategic Alliance, E-Commerce, Business Marketing
5 Jun 2014
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Document Summary
Business marketing: marketing of goods and services to individuals and organizations for purposes other than personal consumption. Business-to-business electronic commerce: use of the internet to facilitate the exchange of goods, services, and info between organizations. Makes easier and less expensive, use social media (linked-in) to build relationships with business customers. Recency those who have purchased will purchase again. Frequency identify frequent buyers that will again. Monetary value big spenders are where they make money. Stickiness: measure of a web sites effectiveness; multiplying frequency of visits by duration of a visit by the number of pages views during each visit. Social media creates awareness not get leads. Disintermediation: elimination of intermediaries such as wholesalers or distributers from a marketing channel (dell) Reintermediation: reintroduction of an intermediary between producers and users: narrowing to one is like only having one store or product. Need to build relationships to retain current customers rather than gain new ones.
