MKTG 317 Lecture Notes - Photocopier, Electric Light, Marketing
Document Summary
Fewer customers: segments are smaller; customers are going to buy in larger quantities, formal process, bigger purchase. Derived demand: caused by demand for consumer goods or services. Demand for education derived demand for textbooks derived demand for paper derived demand for pulp derived demand for forestry products. All organization that purchase goods and services to use in the creation of their own gods and services. The process of matching and combining the capabilities of the supplier with the desired outcomes of the customer. To create value for the customer"s customer e. g. Textbooks: have to understand professor"s needs and student"s needs. Oil and gas company out in the field. Recurring purchase, customer re-orders a product that satisfies a need. Often due to an issue with current supplier. First time/ unique purchase that requires effort. Company is buying two-way radios for managers in a production area. New task buy: engineer first working in the field.