MINI-CASE
Johnson & Johnson manufactures health and beauty aid products under several brand names. They sell their products to ultimate consumers through retail stores such as grocery, drug, and discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and retailers, and spends part of their promotion budget on trade deals to influence intermediaries to carry their brands. The remainder of J&J's promotion budget is spent on mass advertising and sales promotions, such as coupons, targeted toward consumers.
-Refer to Mini-Case. J&J also markets their Tylenol brand of pain relievers to hospitals. What type of market is that?

Question

Quizplus · Accepted Answer

Institutional markets consist of non-profit organizations and government agencies that buy goods and services for the operation of the organization or to provide services to their clientele. Hospitals, being non-profit or government-owned entities that purchase goods for their operations, fall under this category.

MINI-CASE Johnson & Johnson Manufactures Health and Beauty Aid Products Under