COMM101 Study Guide - Midterm Guide: Direct Market
26 Feb 2016
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Integrated system: all the decisions you make about. 5 drivers of the core value proposition (bop-it) P: perception (how you want to be perceived by customer, public, stakeholder) Integrating all of the organizations activities to satisfy these wants/need. Technically only one business can in a market. Niche market competitive advantage (target a single segment) Post-purchase behaviour (repeat buy, reviews etc,etc) (multiple choice: b2c vs b2b) Purchase volume: business is in much higher volumes. Number of customers - business marketers have far fewer customers. Location of buyers business customers are much more geographically concentrated. Direct distribution - directly to the buyer vs using intermediaries for consumers.
