Key Customer Markets

• Consumer markets
• Business markets
• Global markets
• Nonprofit/Government markets


• Consumer Markets: Companies selling mass consumer goods and
services spend a great deal of time establishing a strong brand image by
developing a superior product and packaging, ensuring its availability, and
backing it with engaging communications and reliable service.
• Business Markets: Companies selling business goods and services often
face well-informed professional buyers skilled at evaluating competitive
offerings.
• Global Markets: Companies in the global marketplace must decide which
countries to enter; how to enter each (as an exporter, licenser, joint venture
partner, contract manufacturer, or solo manufacturer); how to adapt product
and service features to each country; how to price products in different
countries; and how to design communications for different cultures. They
face different requirements for buying and disposing of property; cultural,
language, legal and political differences; and currency fluctuations.
• Nonprofit and Governmental Markets: Companies selling to nonprofit
organizations with limited purchasing power such as churches, universities,
charitable organizations, and government agencies need to price carefully.