Question is related to marketing subject 10 points Save Answer The h Back QUESTI

ID: 345564 • Letter: Q

Question

Question is related to marketing subject

10 points Save Answer The h Back QUESTION 3 and t NextA You are the marketing manager for HP Laptop computers. Identify and briefly discuss the differences between the consumer market for laptops business market Use the table below to ex Consumer Market (College Student) example of each difference using college students as the consumer market and a college/university as the B2B Market (University) Relationship with the customer Number and Size of Customers Geographic Concentration Complexity of Buying Process Demand (Derived or Direct) Glass Craz Glass -Format _ Font tamil ' -. Font size ' Here Obse The V Mashups Path: p oe

Explanation / Answer

Criteria

Consumer market - Students

Business Segment - College

Relationship with the customer

Transactional

A consumer market buyer like a student is a onetime buyer. Once a student buys a laptop he/she may not need another one for years to come. The chances of repeat orders are less.

Strategic

The business segment buys in bulk and has a continuous need for the products. A college would require laptops regularly for new students, computer labs, and staff on a regular basis. The order quantity can vary. The ticket size is huge on every order and it is imperative to maintain a good cordial relationship.

Number and Size of Customers

The number of customers is more, the size is small. The number of students in the market (volume) is more. However, a college student would buy 1 or at the most 2 laptops.

The business segment is limited in number, however, huge by volume. The number of colleges is less compared to the number of students. The order size would be huge considering they require laptops for students or staff or general use. In one order anywhere between 10-100 laptop orders is expected depending on the size of the college.

Geographic Concentration

Vastly spread. In this case, students can belong to different States, regions, and towns.

Business segments like colleges have a fixed location. Most of them are concentrated in an area.

Complexity of buying process

Moderate, the buying process does not involve contracts or negotiations. A student can walk into an HP store, pick a laptop of choice and buy it. The only contract that may be applicable here is the annual maintenance of a single laptop.

The buying process here is complex. The procurement manager in the business segment would need approvals from higher management to procure laptops. They will seek a quote from different vendors and expect a volume discount on bulk order. The Annual maintenance contract would involve multiple laptops and delivery dates, service dates etc. would be fixed. In a College, the management approval could be Dean’s approval to procure laptops. The laptops would have to be delivered on time say before the start of next semester. Also, an X% discount may be given.

Demand – Derived or Direct

Direct

The demand for the laptop for students is not tied to demand of any other product. It is a student’s direct need to buy.

Derived

In a business, segment demand is derived. A College may procure laptops depending on enrollment of students in college. It is not a direct need. Suppose, the computer lab of college has 50 laptops for 100 students, however, next year enrollment becomes 200, the college would need to procure more laptops.