MKG 325 Lecture Notes - Lecture 3: Flight Controller
26 Sep 2016
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Consumer market: consumers purchase goods and services of their use or consumption. Business market: firms, institution, and governmental acquire goods and services for their own use or for resale to their customers. Concentrated demand: you know where to go to talk to the decision makers. Derived demand: industry knowledge, expertise, knowing when it"s a good time for automobiles, for example. Anticipate what"s going on and be able to deliver. Potential sources for suppliers: trade associations and trade shows. Requests to for proposals: form developed by firms and distributed to qualified potential suppliers. Desired state and actual state: the in between state is called the needs gap. Buyer evaluation procedures to enhance selling strategies anticipate how the customer will react. The two-factor model of buyer evaluation (cid:710)must-haves(cid:711)+ (cid:710)delighters(cid:711) lead to buyers level of satisfaction. Must-haves (functional attributes) meet standards, operate trouble free, perform as expected, and exhibit product uniformity.
