Answer question # 5 at the end of chapter seven and question # 20 at the end of chapter eight; and the internet exercises on page 184 and page 216.
Chapter 7 Q#5: Describe the situations that would lead to the use of the three different buying processes for a particular product – lightweight bumpers for a pickup truck. New task buying- Selling light weight bumpers for a pickup truck to clientele that has little or no experience in dealing with auto parts. Modified Rebuy- Selling light weight bumpers to clientele that has had experience in buying auto parts, possibly trying a different brand instead. Straight rebuy- selling light weight bumpers to clientele who are loyal customers, maybe buying a newer model, color, etc.
Chapter 8 Q#20: A marketing manager is considering opportunities to export her firm’s current consumer products to several different countries. She is interested in getting secondary data that will help her narrow down choices to countries that offer the best potential. The manager then plans to do more detailed primary research with consumers in those markets. What suggestions would you give her about how to proceed? I would suggest that she initially decide on a few counties to market the product, and then find the target group for said product, and give out the product while observing how the clientele use the product. Like WD-40 did in the text (Perreault p220), she could conduct survey’s afterwards and evolve her product to be more marketable in those countries in ways they might not have been in her country.
Internet exercise pg184: What types of products could be purchased by requesting a free quote on this site? Look through the buyer’s guide. Look at the buyer’s guides for other products as well. What can be learned about buying different products from buyerzone.com? For a marketing manager targeting smaller businesses, how could this site be helpful? Something that can be learned about buying different products from...
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