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solutions Manual for Consumer Behavior: Building Marketing Strategy 14th Edition by David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser $16.49
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solutions Manual for Consumer Behavior: Building Marketing Strategy 14th Edition by David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser
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Course
Manual for Consumer Behavior: Building
Institution
Manual For Consumer Behavior: Building
solutions Manual for Consumer
Behavior: Building Marketing
Strategy 14th Edition by David
Mothersbaugh, Delbert Hawkins,
Susan Bardi Kleiser
Marketing definition - ANS-An organizational function and a
set of processes for creating, communicating, and delivering
value to customers and ...
solutions Manual for Consumer
Behavior: Building Marketing
Strategy 14th Edition by David
Mothersbaugh, Delbert Hawkins,
Susan Bardi Kleiser
Marketing definition - ANS-An organizational function and a
set of processes for creating, communicating, and delivering
value to customers and for managing customer
relationships in ways that benefit the organization and its
stakeholders
Inelastic Demand - ANS-A change in price will not
significantly affect the demand for the product.
Joint Demand - ANS-Demand for business products is more
volatile than for consumer products.
Fluctuating Demand - ANS-demand for business products is
more volatile than for consumer products
Multiplier effect - ANS-Accelerator principle: Phenomenon
in which a small increase or decrease in consumer demand
can produce a much larger change in demand for the
facilities and equipment needed to make the consumer
product.
,Aspects of Business Buying Behavior - ANS-- buying centers
- evaluative criteria
- buying situations
- business ethics
- customer service
Roles in the buying center - ANS-Initiator
Influencers
Gatekeepers (can inhibit business)
Decider
Purchaser
Users
Evaluative Criteria - ANS-Quality
Service
Price
Buying Situations - ANS-1) New buy (A situation requiring the
purchase of a product or the first time)
2) Modified Rebuy (A situation in which the purchaser wants
some change in the original good/service.)
3) Straight Rebuy (A situation in which the purchaser
reorders goods/services without looking for more info)
, OEM - ANS-Original Equipment Manufacturer. A company
that produces equipment made from components that are
typically purchased from other manufacturers
MASH - ANS-Municipal, Academic, Social, Hospital
Reciprocity - ANS-The practice in which business
purchasers choose to buy form their own customers.
Customer service - ANS-- Divide customers into groups
based on their value.
- Treat customers differently
- Create policies that govern how service will be allocated
among groups
KAM: Key account management to manage few large
customers.
Basic research - ANS-pure research that aims to confirm an
existing theory or to learn more about a concept or
phenomenon
Applied research - ANS-research that attempts to develop
new or improved products
Japanese: amae - ANS-the feeling of nurturing concern for,
and dependence on, another.
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