B2B Marketing
Question 1
Evaluate the case study on Sealed Air Corporation in your prescribed text book on page 60 and complete the two discussion questions asked.
Question 2
Potential members of the buying centre for a tablet personnel computer purchasing decision might include hospital administrators, nurses, doctors, information technology (IT) specialists and purchasing managers. Describe how the buying criteria emphasised by hospital administrators or purchasing managers might differ from those embraced by IT specialists or members of the medical staff.
Question 3
Evaluate the case study on Federated Insurance in your prescribed text book on page 149 and complete the two discussion questions asked.
CONTENTS
1. Pricing Approach
1.1 Penetration pricing
1.2 Price Skimming
1.3 Conclusion
1.4 Potential customers for Sealed Air
2. Different buying criteria emphasised by hospital administrators or purchasing managers and IT specialists or members of the medical staff
2.1 Conclusion
3. Case study on federated insurance
3.1 Possible ways of breaking macro segments into micro segments
3.2 How should Federated deal with customers who strictly focus on price and also create an excellent customer value proposition?
3.3 Conclusion
4. References
1. Pricing Approach:
It is important for a company to select the correct pricing strategy for their product or services as it is a key element in determining the profitability of the company.
Pricing is important in the marketing of a successful product as well as in the decision that customers make in purchasing a product or service.
Sealed Air can use a combination of two pricing strategies to approach their customers with regards to the speedy packer product.
These two strategies are the Penetration method and the Skimming method. (Kirk, 2013)
The Penetration Method: Can be applied to the sales and marketing strategy of the speedy packer unit which is installed in the shipping areas of
Evaluate the case study on Sealed Air Corporation in your prescribed text book on page 60 and complete the two discussion questions asked.
Question 2
Potential members of the buying centre for a tablet personnel computer purchasing decision might include hospital administrators, nurses, doctors, information technology (IT) specialists and purchasing managers. Describe how the buying criteria emphasised by hospital administrators or purchasing managers might differ from those embraced by IT specialists or members of the medical staff.
Question 3
Evaluate the case study on Federated Insurance in your prescribed text book on page 149 and complete the two discussion questions asked.
CONTENTS
1. Pricing Approach
1.1 Penetration pricing
1.2 Price Skimming
1.3 Conclusion
1.4 Potential customers for Sealed Air
2. Different buying criteria emphasised by hospital administrators or purchasing managers and IT specialists or members of the medical staff
2.1 Conclusion
3. Case study on federated insurance
3.1 Possible ways of breaking macro segments into micro segments
3.2 How should Federated deal with customers who strictly focus on price and also create an excellent customer value proposition?
3.3 Conclusion
4. References
1. Pricing Approach:
It is important for a company to select the correct pricing strategy for their product or services as it is a key element in determining the profitability of the company.
Pricing is important in the marketing of a successful product as well as in the decision that customers make in purchasing a product or service.
Sealed Air can use a combination of two pricing strategies to approach their customers with regards to the speedy packer product.
These two strategies are the Penetration method and the Skimming method. (Kirk, 2013)
The Penetration Method: Can be applied to the sales and marketing strategy of the speedy packer unit which is installed in the shipping areas of
References: 1. Barve A., 2002, ‘Six Best Practices in Cost Management’, in Poole College of Management SCRC, viewed 20 August 2013, from http://scm.ncsu.edu/scm-articles/article/six-best-practices-in-cost-management 2 5. Hutt, M.D. & Speh, T.W., 2010, Business Marketing Management: B2B, 10th Edition. 8. Knowwpc, 2010, Reducing Healthcare Costs through Supply Chain Management, viewed 22 August 2013, from http://knowledge.wpcarey.asu.edu/article.cfm?aid=143 9 10. O’Byrne R., 2011, ‘7 Ways Everyone Can Cut Supply Chain Costs’, in CSCMP’s Supply Chain Quarterly, viewed 20 August 2013, from http://www.supplychainquarterly.com/topics/Strategy/scq201102seven/ 11 14. PWC, 2009, Reducing Costs and Managing Risks in Your Supply Chain, viewed 21 August 2013, from http://www.pwc.com/ca/en/risk/supply-chain-risk/publications/reducing-cost-supply-chain-0509-en.pdf 15 20. Urban R., 2002, ‘Reducing Supply Chain Costs: Spend More to Save More’, In Bound Logistics, viewed 20 August 2013, from http://www.inboundlogistics.com/cms/article/reducing-supply-chain-costs-spend-more-to-save-more/ 21 22. White, Matt, TIA Director of tyre, 2013, Live by the Rules of Emergency Road Service, viewed on 17 August 2013, from http://www.wctd.ca/pdf/Tracker_May_Jun2013.pdf#page=9 23