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Business to Business Marketing Management of Kunst Vacuum Pumps - Term Paper Example

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The author of the paper discusses the B2B market strategy of Kunst Vacuum Pumps acquired by Atler GmbH for introducing a new product, Kunst 1600, in the application segment in the United States by developing the value proposition model for the product. …
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Business to Business Marketing Management of Kunst Vacuum Pumps
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Download file to see previous pages The value proposition model of a product is a critical element of marketing. Anderson, Narus & Narayandas (2009) assert that value of a product in the business market is ‘the worth in monetary terms of the technical, economic, service, and social benefits a customer company receives in exchange for the price it pays for a market offering’. Hence, the value of a product differs from its monetary cost and incorporates features that are designed to give a higher level of perceived satisfaction to the customer. Many scholars also emphasize that the value of the product is the sum total of benefits and sacrifices incurred in the purchase of the same (Bloise, 2003; Ulaga, 2003). The benefits could be in terms of effective usage, quality, technology etc and the sacrifice vis-à-vis cost of transportation, maintenance, poor performance, purchase cost etc.
Indeed, it is important to note that when a consumer buys a product he expects it to have certain basic values like quality, fair price, and good after-sales service. These are the basic criteria for acquiring a new customer and retaining the old.
In the research study carried out by Evan, the comment of one of the contractor actually sums up the fundamental criteria of Kunst’s marketing. ‘If you can’t show me how your vacuum pump is going to increase the number of jobs I can do per week or cut my operating costs’. While the cost of the pump is much higher that its rivals’ products, the area where Kunst can make significant inroad is the reduced time of vacuuming in home and light commercial refrigerator repair segment. The time saved during the repair work in light commercial refrigeration would result in 2 more work per week in the peak season of summer.  ...Download file to see next pages Read More
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