Name some other industries you’re aware of in which companies tend to cluster geographically. Why…

Name some other industries you’re aware of in which companies tend to cluster geographically. Why are the companies in these industries located near one another? How can firms that sell their products on the Internet prevent their prices from being driven down by competitors?  

Assume your company makes shop towels, hand-washing stations, and similar products. Make a list of..

Assume your company makes shop towels, hand-washing stations, and similar products. Make a list of all the companies that could be potential customers of your firm. Then identify all the markets from which their demand is derived. (Who are their customers and their customers’ customers?) What factors might influence the success or failure of your business in these markets?  

Imagine you are a salesperson for a company that sells maintenance items used in keeping a…

Imagine you are a salesperson for a company that sells maintenance items used in keeping a manufacturing plant running. There is a large plant in your territory that buys 60 percent of its products from one competitor and the other 40 percent from another competitor. What could you do to try to make a sale in that plant? How would your answer change if you were the 40 percent vendor and wanted to increase your share of the buyer’s business?  

Katie is a forklift operator who is tired of her forklift breaking down. She points out to her boss,

Katie is a forklift operator who is tired of her forklift breaking down. She points out to her boss, the plant supervisor, that her forklift is broken down at least 20 percent of the time, and it is beginning to impact production. The plant supervisor tells the purchasing agent that a new forklift is needed and asks the purchasing agent to get three bids on new ones with similar features. The purchasing agent calls three companies and gets bids, which the plant supervisor uses to narrow it down to two. He then has Katie test drive the two and since she liked the Yamamatsu best, he decides to purchase that one. What roles do the supervisor and Katie play in this firm’s buying center? Does the process followed resemble the process outlined in the chapter? If not, why not?  

Someone who works in a company is also a consumer at home. You have already learned about how…

Someone who works in a company is also a consumer at home. You have already learned about how consumers buy. How does what you already know about how consumers buy relate to what you would expect those same people to do at work when making a purchase?  

Locate three different types of Web sites that cater to markets discussed in this chapter. How do…

Locate three different types of Web sites that cater to markets discussed in this chapter. How do these differ from sites like eBay or Overstock.com? How are they similar?  Using the shotgun and rifle analogy, how do mass marketing, targeted marketing, and one-to-one marketing compare with one another?  

How is technology making it easier for firms to target potential customers? Outline the steps…

How is technology making it easier for firms to target potential customers?  Outline the steps companies need to take to engage in one-to-one marketing with their customers.  What buyer characteristics do companies look at when they segment markets?  Why do firms often use more than one segmentation base?  

What two types of information do market researchers gather to develop consumer insight? What factors

What two types of information do market researchers gather to develop consumer insight?  What factors does a firm need to examine before deciding to target a market? Which of the segmenting strategies discussed in this section is the broadest? Which is the narrowest?  

Why might it be advantageous to create low-cost products for developing countries and then sell them

Why might it be advantageous to create low-cost products for developing countries and then sell them in nations such as the United States? Do you see any disadvantages of doing so? Why do companies position products? Explain what a tagline is designed to do.  Why might an organization reposition a product?  

Think about some of your friends and what you have discovered by visiting their homes. Do they buy..

Think about some of your friends and what you have discovered by visiting their homes. Do they buy different things than you do? If so, why? How might a company distinguish you from them in terms of its targeting? Is it always harder to find new customers than it is to retain old ones? Or does it depend on the business you’re in?