Marketing

1. You are the marketin" rel="nofollow">ing manager for Lenovo laptop computers. Identify and briefly discuss the differences between the consumer market for laptops and the busin" rel="nofollow">iness market. Then give an example of each difference usin" rel="nofollow">ing college students as the consumer market and defense-related companies as the busin" rel="nofollow">iness market. 2. You work for Siemens Power Generations Systems and are responsible for the sale of large, expensive ($2 million to $5 million) turbin" rel="nofollow">ine generators to power utility companies. You have been contacted by the Ever-sure Utility Corporation in" rel="nofollow">in Anytown, USA. Identify the buyin" rel="nofollow">ing center you are likely to fin" rel="nofollow">ind in" rel="nofollow">inside the company and how you would market the generators to the buyin" rel="nofollow">ing center group. 4. You are the primary sales representative for IBM callin" rel="nofollow">ing on your university and are responsible for fin" rel="nofollow">inalizin" rel="nofollow">ing the sale of 20 new network servers. What is the most important factor you would focus on in" rel="nofollow">in makin" rel="nofollow">ing the sales presentation to the vice president of in" rel="nofollow">information technology and why? What other characteristics would you discuss and why? CH6 1. Go to the Nielsen/Claritas website ( www.claritas.com/MyBestSegments/Default. jsp# ) and click on “ZIP Code Look-Up” on the top bar. There you will fin" rel="nofollow">ind a demo that allows you to type in" rel="nofollow">in a zip code of your choice and fin" rel="nofollow">ind out what PRIZM clusters predomin" rel="nofollow">inate in" rel="nofollow">in that geographic area. Use zip code 94505 a. What do the fin" rel="nofollow">indin" rel="nofollow">ings tell you about the overall composition of potential customers within" rel="nofollow">in that zip code? b. Based on the array of clusters represented, what kin" rel="nofollow">inds of start-up busin" rel="nofollow">inesses might flourish within" rel="nofollow">in the geographic area? Why do you believe those busin" rel="nofollow">inesses in" rel="nofollow">in particular would be successful? 3. Assume for a moment that you are in" rel="nofollow">in marketin" rel="nofollow">ing for Staples (the office supply company) and that the clients you are responsible for are busin" rel="nofollow">iness users (not end-user consumers). What five busin" rel="nofollow">iness market segmentation variables do you thin" rel="nofollow">ink will be most useful to consider as you move toward homin" rel="nofollow">ing in" rel="nofollow">in on the Staples busin" rel="nofollow">iness target markets with the best ROI? Justify your choice of each.