MKT Ch. 7
Card Set Information
MKT Ch. 7
Some companies are using social media listening tools to determine... to include in newsletters and videos.
A measure of a Web site’s effectiveness
Formula for stickiness.
Frequency x Duration x Site Reach
Loyal customers are more profitable than... customers with little...
price-sensitive, brand loyalty
Long-term relationships build...
Alliances succeed with... and...
Keiretsu relationships are highly...
4 types of business customers. (PRGI)
A detailed numbering system developed by the U.S., Canada, and Mexico to classify North American business establishments by their main production processes.
North American Industry Classification System (NAICS)
The data from NAICS can be used to determine... (NMSN)
1. Number, size, and geographic dispersion of firms
2. Market potential/market share estimates
3. Sales forecasts
4. New customer identification
A valuable tool for marketers in analyzing, segmenting, and targeting markets.
When demand for business products results from demand for consumer products.
When a change in price will not significantly affect the demand for product.
When multiple items are used together in final products and the demand for one item affects all.
Demand for business products is more volatile than for consumer products.
5 aspects of buying behavior. (BBEBC)
1. Business Ethics
2. Buying Situations
3. Evaluative Criteria
4. Buying Centers
5. Customer Service
All those people in an organization who become involved in the purchase decision.
Regarding buying centers, the number of people involved varies with each...
Buying centers do not appear on... charts
6 roles in buying centers. (IIGDPU)
3 evaluative criteria for buying centers. (QSP)
A situation requiring the purchase of a product for the first time.
A situation where the purchaser wants some change in the original good or service.
A situation in which the purchaser reorders the same goods or services without looking for new information or investigating other suppliers.
Customers are divided into groups based on their...
Customer service creates policies that govern how... among groups.
service will be allocated