Production and consumption relationship shows that marketing plays an important role in enterprises. In the competitive market, it is very important to be able to sell rather than produce. Nowadays, marketing is customeroriented and aims to meet the needs and expectations of customers to increase their satisfaction. While creating a marketing strategy, an enterprise must consider many factors. ...

Kuxun is an online travel search company in China. This paper describes the transition and innovation of the company’s marketing strategy, from comprehensive information search to online travel search. It shows how Kuxun has successfully achieved strategic market transition from “all-round” to “specialized” through efficient market segmenting, targeting, and positioning (STP). The case also ill...

T profitability of remanufacturing systems for different cost, technology, and logistics structures has been extensively investigated in the literature. We provide an alternative and somewhat complementary approach that considers demand-related issues, such as the existence of green segments, original equipment manufacturer competition, and product life-cycle effects. The profitability of a rem...

to investigate how the buying behavior of firms work is always needed, since it is an every changing process influenced by many forces in its surroundings. industrial firms tend to have a smaller number of customers which means that they are easier to identify than customers in consumer markets. effective marketing strategy relies on understanding consumers and their needs. this understanding m...

Managers can create and implement their own efficient strategic plans to adapt to changes which have diminished the firm’s competitiveness in the market. A three-step method can be applied in its formulation as an alternative to relying on outsourced planning or business consultants. The method includes the identification of economic, technological, or competitive factors within the firm which ...

There are many interesting aspects of the case on the Brita Products Company. Two of these issues are highlighted at the end of the case. First, Brita learns that a retailer, Target Stores, has installed a display which compares alternative filtration products on their ability to remove contaminants from water. Brita does poorly on this comparison relative to PUR. Second, Brita learns that Proc...

Recessions provide challenges to managers seeking to develop and justify an appropriate level of marketfacing activity. The literature on the topic offers limited guidance on what strategy is most appropriate. We briefly review the literature on the topic and report on recent results that show (a) that R&D spending by B2BGoods firms and B2BServices firms in recessions increases both profits and...