Business Marketing [antikvár]

Chapter I Introduction to Business Marke What is BASF? You may own a videotape or cassette made by BASF, but most of its products are not available directly to consumers. From its advertising campaigns, it appears that it doesn't exactly make anything (actually it makes chemicals), but it does make snowboards stronger, mattresses softer, ^ boots drier, houses livelier, and carpets longer lasting. Can you go out and '^ buy a BASF product to make your carpet longer lasting? No. So why does it advertise on TV? Who is its audience?0 ^ Its advertising is directed at the women and men who purchase products"^ for their companies and to those people who design products such as snow-boards, mattresses, and carpets. The purpose of the television ads is to create ^^ the image that BASF creates value in those products. BASF hopes that when its salespeople call on the buyers for snowboard, mattress, and carpet manu- - -facturers, those buyers will recognize the BASF name, remember what BASF does, and let the salesperson inO t^ BASF further supports its salespeople with direct mail, advertising in trade-'» publications, and exhibits at trade shows that continue the same theme ot^ making things better. All of these marketing efforts are aimed at reaching^ the persons responsible for deciding what the final product (be it a mattress« snowboard, or carpet), will be, how it will be designed to compete, and the^ bundle of benefits it will providaQ The German company has annual revenues greater than 50 billion deutschemarks, with 20 percent of its business in North America. The com-pany operates six divisions: oil and gas, agricultural products, plastics and