Identify one B2B company or organization that fits each of the following descriptions and describe why each belongs in the category:ProducerResellerGovernmentNonprofit organizationConsider each of the following products and services. Evaluate each one based on utilitarian need and hedonic need:Trip to Las VegasSubscription to Rolling Stone magazineInternet serviceCollege educationiPod TouchJessica wants to celebrate her twenty-first birthday in style. She bought a new outfit, had her nails done, and went to the tanning salon. She is not only having a party for one hundred of her closest friends, but she is going to broadcast it live on Facebook and Twitter while the party is going on. Which need on Maslow’s hierarchy is Jessica striving to satisfy?Assume you are a salesperson for Chevrolet and you are among the first to sell the new electric-powered car called Volt. Which need on Maslow’s hierarchy is the car designed to meet?Imagine you work in the communications department of your school. Homecoming is just a few weeks away, and you are in charge of getting the banner for the parking lot, which will direct alumni where to park. This year, the directions to the parking are different than they were on the banner last year. Identify the type of purchase a new banner for the parking lot is and explain.Assume you are selling printers and copiers to a group of clinics. The buying center includes people from purchasing, information technology, administrative assistants, doctors, and nurses. Discuss the role that each might take on as part of the buying center and the impact they may have on the final buying decision. How might you interact with each one?Identify a recent major purchase that you made recently. How did you recognize the need for the product or service? Where did you go to gather information about the options that were available to you? Did you use one method or a combination of methods?Contact a buyer at the headquarters of a retailer such as Dick’s Sporting Goods, GameStop, Costco, Urban Outfitters, or another company. Ask him about the process he uses to determine which products to put in the retail stores. Is his process similar to the process outlined in this chapter? How does it differ? How does his postpurchase evaluation impact his decision to buy the product again?Describe a situation in which a salesperson might use crowdsourcing.Assume you are a salesperson for a major telecommunications company and you are calling on a major construction company that is considering buying smartphones for the key people in the company. Describe at least one organizational risk and one personal risk that might be involved in the customer’s decision.Identify a feature, advantage, and benefit for each of the following products and services: MTVKia SportagePalm PreVirgin Mobile phone

Answered: Identify one B2B company or…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

Identify one B2B company or organization that fits each of the following descriptions and describe why each belongs in the category:

Producer
Reseller
Government
Nonprofit organization
Consider each of the following products and services. Evaluate each one based on utilitarian need and hedonic need:

Trip to Las Vegas
Subscription to Rolling Stone magazine
Internet service
College education
iPod Touch
Jessica wants to celebrate her twenty-first birthday in style. She bought a new outfit, had her nails done, and went to the tanning salon. She is not only having a party for one hundred of her closest friends, but she is going to broadcast it live on Facebook and Twitter while the party is going on. Which need on Maslow’s hierarchy is Jessica striving to satisfy?
Assume you are a salesperson for Chevrolet and you are among the first to sell the new electric-powered car called Volt. Which need on Maslow’s hierarchy is the car designed to meet?
Imagine you work in the communications department of your school. Homecoming is just a few weeks away, and you are in charge of getting the banner for the parking lot, which will direct alumni where to park. This year, the directions to the parking are different than they were on the banner last year. Identify the type of purchase a new banner for the parking lot is and explain.
Assume you are selling printers and copiers to a group of clinics. The buying center includes people from purchasing, information technology, administrative assistants, doctors, and nurses. Discuss the role that each might take on as part of the buying center and the impact they may have on the final buying decision. How might you interact with each one?
Identify a recent major purchase that you made recently. How did you recognize the need for the product or service? Where did you go to gather information about the options that were available to you? Did you use one method or a combination of methods?
Contact a buyer at the headquarters of a retailer such as Dick’s Sporting Goods, GameStop, Costco, Urban Outfitters, or another company. Ask him about the process he uses to determine which products to put in the retail stores. Is his process similar to the process outlined in this chapter? How does it differ? How does his postpurchase evaluation impact his decision to buy the product again?
Describe a situation in which a salesperson might use crowdsourcing.
Assume you are a salesperson for a major telecommunications company and you are calling on a major construction company that is considering buying smartphones for the key people in the company. Describe at least one organizational risk and one personal risk that might be involved in the customer’s decision.
Identify a feature, advantage, and benefit for each of the following products and services:

MTV
Kia Sportage
Palm Pre
Virgin Mobile phone

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B2B seller is the one who sells raw materials and supplies to the other company for further manufacturing into finished goods.

Examples of B2B sellers are Bridgestone, Eicher etc.

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