12 May WHAT ARE THE CHARACTERISTICS OF THE COMMERCIAL MARKET?
Business Marketing
Four basic categories define the business market:
1. The commercial market
2. Trade industries
3. Government organizations
4. Institutions
Commercial markets include individuals and firms that acquire goods and services to support, directly or indirectly, production of other goods and services.
Example:
When Lufthansa buys aircraft built by the European consortium Airbus Industry, when Sara Lee purchases wheat to mill into flour for an ingredient in its cakes.
Trade industries include retailers or whole sellers that purchase products for resale to others.
Example: retail meat markets may carry out bulk purchases of sides of beef and then cut individual pieces for their customers.
Institutions include a wide range of organizations, such as hospitals, churches, nursing homes, colleges and universities, museums and not-for-profit organizations.
Example: state universities.
Government organizations include domestic units of government- federal, state, and local as well as foreign governments.
Example: national defense or pollution control.
Q2. What are the characteristics of the commercial market? Show how each characteristic affects the marketing strategies of firms serving that market.
The commercial market is the largest segment of the business market. It includes all individuals and firms that acquire goods and services to supports directly or indirectly, production of other goods and services.
Some products aid in producing another good or service. Others are physically used up in the production of a good or service. Still others contribute to the firms day to day operations.
Q3. What are the SIC codes? How do the marketers use these codes?
Standard Industries Classification codes are the US government classification system that subsides the business market place into detailed market segments. Businesses use SIC code data for more then segmentation. These codes also help them to estimate the demand and forecast sales.
Q4. Contrast organizational buying behavior and consumer purchasing behavior. What are the primary differences and similarities?
Business buying behavior takes place with in a formal organization with its budget, costs and profit considerations. The primary differences include excessive organizational steps, considering budget, costs, prioritizing techniques for purchase decision analyses.
Where as, consumer-purchasing behavior includes knowledge of business buying situations and is influenced by peers and ads.
Q5. Give examples of the effect of industrial market demand of derived demand, volatile demand, joint demand, inventory adjustments, and the accelerator principal.
Derived demand:
Demand for a business product that results from demand for a consumer product of which it is a component. Example:
The growing global demand by food service firms for packs of Heinz ketchup, mustard, mayo, etc. is all driven by consumer’s appetite for their convenience and joy of dining out.
Joint demand:
Demand for a business product that depends on the demand for another business product that is necessary for the use of the first.
Example:
Coke and iron ore are required to make pig iron. If the coke supply falls, the drop in pig iron will affect the demand for iron ore.
Volatile demand:
Derived demand creates immense volatility in the business market demand.
Inventory adjustments:
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