Xem mẫu
Products and Services for Businesses
Chapter 14
McGrawHill/Irwin Copyright © 2013 by The McGrawHill Companies, Inc. All rights reserved.
Learning Objectives
LO1 The importance of derived demand in industrial markets
LO2 How demand is affected by technology levels
LO3 Characteristics of an industrial product
LO4 The importance of ISO 9000 certification
LO5 The growth of business services and nuances of their marketing
LO6 The importance of trade shows in 142
B2B Products in International Markets
• Industrial products (business-to-business) constitute a large part of global marketing
• The issues of standardization versus adaptation have less relevance to marketing industrial goods than consumer goods because there are more similarities in marketing products and services to businesses across country markets than there are differences.
143 • The motives and behaviors among
144
Demand in Global B2B Markets
• Three factors seem to affect the demand in international industrial markets differently than in consumer markets.
1. demand in industrial markets is by nature more volatile
2. stages of industrial and economic development affect demand for industrial products
3. the level of technology of products and services makes their sale more appropriate
for some countries than others 145
...
- tailieumienphi.vn
nguon tai.lieu . vn