Business Markets

Chapter 6: argumentation Markets and dividing line Buyer look
Whats Ahead|
Business Markets|
 | Characteristics of Business Markets|
 | A Model of Business Buyer Behavior|
Business Buyer Behavior|
 | Major Types of Buying Situations|
 | Participants in the Business Buying Process|
 | Major Influences on Business Buyers|
 | The Business Buying Process|
 | Business Buying on the Internet|
Institutional and Government Markets|
 | Institutional Markets|
 | Government Markets|
Chapter Wrap-Up|
redirect examination of Concept Connections|
Key Terms|
Issues for Discussion|
Marketing Applications|
participation Case|
 
| Whats Ahead|
For more than 40 years, Gulfstream Aerospace Corporation has been the Rolls-Royce of embodied aviation. The original Gulfstream modelâ€"a twin-engine turboprop introduced in 1958â€"was the for the first time jet designed expressly for corporate use. Gulfstream business jets pay off with price tags averaging $35 million. Identifying potential buyers isnt a problemâ€"worldwide, tho about 300 to 500 customers have the means to consume and operate multimillion-dollar business aircraft.



Customers include Disney, American Express, Coca-Cola, General Motors, IBM, and many others, including Bill Cosby and King Fahd of Saudi Arabia. Gulfstreams more difficult problems necessitate reaching key decision makers for jet purchases, understanding their labyrinthine motivations and decision processes, analyzing what factors will be important in their decisions, and blueprint marketing approaches.
Gulfstream recognizes the importance of rational motives and objective factors in buyers decisions. Customers release the expense of a corporate jet on utilitarian grounds, such as security, flexibility, responsiveness to customers, and efficient time use. A company buying a jet will measure Gulfstream aircraft on quality and performance, prices, operating costs, and service. At times, these objective factors whitethorn appear to be the only things...If you want to get a full essay, order it on our website: Ordercustompaper.com



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