Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

تمرين 1

Describe business marketing. Business marketing provides goods and services that are bought for use in business rather than for personal consumption. Intended use, not physical characteristics, distinguishes a business product from a consumer product.
1.1 As the marketing manager for Huggies diapers made by Kimberly-Clark, you are constantly going head-to-head with Pampers, produced by rival Procter Gamble. You are considering unlocking the potential of the business market to increase your share of the disposable diaper market, but how? Write an outline of several ways you could transform this quintessentially consumer product into a successful business product as well.