Exam 7: Business Marketing

Etruscan Railing Company Etruscan Railing Company makes railing that is used in sports arenas,nursing home corridors, queue houses at amusement parks,and many other places that are not as obvious.Its railing is molded into bicycle racks.You may also see city governments using the railing to make walkways over ravines and creek banks safer for pedestrian traffic.Hospitals also use the railing in their physical therapy departments,to keep the lines straight in the hospital cafeteria,and to prevent patients from falling out of hospital beds. -Refer to Etruscan Railing Company.When Etruscan sells railings to refurbish a private university's football stadium,it is selling to a(n):

The Solar Group,a Mississippi-based mailbox manufacturer,sells mailboxes to contractors who are building mega-subdivisions,to hardware stores,and directly to new homeowners.What kind of products is the Solar Group selling?

Briefly define and describe each of the categories of business goods and services.Give two specific examples of goods or services that fit into each category.

Why is customer service an important factor in business marketing?

Lucent Technologies Because AT&T Corporation wanted to become a big player in the booming market for outsourcing computer services,it set up Lucent Technologies to manage corporate clients' worldwide computer networks.Lucent Technologies assists corporations in global network and computer management by drawing on AT&T's worldwide digital network and its computer hardware and software businesses.It also relies on the expertise of technicians at Bell Laboratories. -Refer to Lucent Technologies.First National Bank of Chicago,one of AT&T's customers,claims the new network helped the bank win a huge contract from the U.S.Treasury.For classification purposes,First National Bank would be which type of customer?

When two or more items are used in combination to produce a final product,they are said to have _____ demand.

Baseball Dirt Dirt is not dirt when it comes to baseball fields.About two-thirds of the pro baseball fields got their dirt from a dirt farm in New Jersey called Partac Peat.The company markets a secret mix for the infield (resilient),the warning track (extra crunchy),and the pitcher's mounds (firm).Mounds come in red,brown,orange,and gray colors.Roger Bossard,the White Sox head groundskeeper,scouted nationwide for dirt before settling on the mix provided by Partac Peat.(He uses sand under the grassy areas of the playing field.) -Refer to Baseball Dirt.What type of business product would Partac Peat be since it is used in the making of baseball fields?

Hensley Poultry is a wholesaler that buys poultry food and health products from Provini,Inc.,feeding systems from Big Dutchman,Inc.and incubation systems from Copca Corp.Hensley then sells those products to poultry producers and farmers' cooperatives in Iowa.Hensley Poultry could be best classified as a(n):

At an accounting firm,the secretary orders printer cartridges,cases of paper,paper clips,and other small items.These items would be classified as:

FAA The Federal Aviation Administration has been struggling for several years with antiquated systems,and all it takes is a single failure on one piece of the system to shut down the entire air-traffic control system for several hours,resulting in significant snarls at major airports.The most recent failure occurred in the FAA's core telecommunications network,called the Federal Telecommunications Infrastructure (FTI),which is managed by Harris Corporation.Marc Raimondi,a spokesperson for Harris Corporation,said,"The FTI system has proven to be one of the most reliable and secure communications networks operating within the civilian government." Snafus like this have been happening with alarming frequency,prompting Congress to demand the FAA and its contractors to do more to prevent these malfunctions.The problem is that the FAA has been using a patchwork approach by updating with modern hardware and software on old systems instead of a complete overhaul of the system.The FAA's next generation of modernization will rely on satellite-based networks instead of phone lines and data cables.The FAA is waiting for White House approval on whether it will have the funds to take this next step. -Refer to FAA.Harris Corporation provides which type of business product to the FAA?

Rock-Tenn Rock-Tenn produces packaging products.They make cartons that will hold a dozen Dunkin' Donuts,waffle fries for Chik-fil-A,Gillette razors,Haagen -Daz ice cream,express mail envelopes for FedEx and much more.Rock-Tenn business fluctuates depending on consumer demand.As plastic products become more expensive companies turn to cardboard and paper to package their products. -Refer to Rock-Tenn.Rock-Tenn makes paper products for companies to use in their product and service offerings.This is an example of _____.

Axel Spring AG,one of Europe's largest newspaper publishers,with 10,000 employees and more than 150 papers in 30 countries,announced it would switch its entire operation from PCs to Macs.Axel decided to make a switch to Apple because the company's layout work was already being done by Macs,the Macs were more user friendly,more elegant,and cheaper to maintain than they had been in the past.This is an example of a _____.

Name and briefly describe five of the major differences between business and consumer markets.

Because formal committees are often established to purchase business products,members of buying centers can be readily identified on formal organizational charts.

Ed Rodney works for the state of Minnesota as a advocate of state growth and development.He devises ways to encourage businesses to relocate to the state.In other words,Rodney is involved in business marketing.He is compiling a list of potential businesses that might be willing to move their operations to Minnesota.Which of the following possible clients should he include in his list?

The distribution structure in business marketing typically:

FAA The Federal Aviation Administration has been struggling for several years with antiquated systems,and all it takes is a single failure on one piece of the system to shut down the entire air-traffic control system for several hours,resulting in significant snarls at major airports.The most recent failure occurred in the FAA's core telecommunications network,called the Federal Telecommunications Infrastructure (FTI),which is managed by Harris Corporation.Marc Raimondi,a spokesperson for Harris Corporation,said,"The FTI system has proven to be one of the most reliable and secure communications networks operating within the civilian government." Snafus like this have been happening with alarming frequency,prompting Congress to demand the FAA and its contractors to do more to prevent these malfunctions.The problem is that the FAA has been using a patchwork approach by updating with modern hardware and software on old systems instead of a complete overhaul of the system.The FAA's next generation of modernization will rely on satellite-based networks instead of phone lines and data cables.The FAA is waiting for White House approval on whether it will have the funds to take this next step. -Refer to FAA.Ultimately,The FAA must get authority from the President to spend the billions of dollars necessary to upgrade the system because Congress must authorize the funds and the President must approve that authorization.In terms of the buying center,the President is the:

Farmer Pat Stein provides local restaurants with organic fruits and vegetables that have been grown without the use of pesticides or chemical fertilizers.Pat Stein is a supplier of:

Discuss how institutional customers differ from other types of business customers such as producers or resellers.Give two points of differentiation.

PAS Systems has developed a new product--an unobtrusive flashlight-alcohol detector.The flashlight readings are inadmissible in court but are used by police officers to decide whether to hold someone for a sobriety test.Each one costs $600.After seeing a prototype brought back by one of its employees from a highway safety convention,the Georgia Governor's Office of Highway Safety decided to equip every DUI officer with one.In this example,the individual who attended the convention had the roles of _____ in the buying center.