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Essay / Research Paper Abstract
A 5 page paper discussing business-to-business marketing concepts as they apply to international recycling. Establishing and maintaining international recycling markets involves the same attention to marketing principles as does selling any other product or providing any other service on an international scale. Raw materials are required for any production process; the greatest difference in recycling is that those raw materials have existed in another form prior to being demoted from "product" to "raw material." The paper uses California-based Ralison International as example. Ralison supplies material for recycling to three Chinese facilities. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgB2Brecyc.rtf
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Unformatted sample text from the term paper:
and maintaining international recycling markets involves the same attention to marketing principles as does selling any other product or providing any other service on an international scale. Raw materials
are required for any production process; the greatest difference in recycling is that those raw materials have existed in another form prior to being demoted from "product" to "raw material."
Market Sensing Market Sensing includes defining the market, monitoring the competition, assessing customer value and gaining customer feedback (Anderson and Narus, 2003; p.
43). It is necessary to define the market in order to determine the best way to function within it. It is also
necessary to monitor the competition. Porter (Porters Generic Strategies, n.d.) maintains that competitive advantage originates at least in part from choosing to compete in ways that others do not;
it is necessary to know how the competition operates not for the purpose of becoming a follower, but rather to set a unique course that others are not traveling.
Assessing customer value is critical in that the firm must know where its greatest levels of customer value lie. Customer value is defined
as the value that a company can gain from customers over time. The organization does and should seek to gain repeat sales from customers, regardless of its product or
service. Indeed, it was in 1960 that Harvards Theodore Levitt created the question, "What business are we in?" in "Marketing Myopia" when telling managers that the first purpose of
any company is to get - and then keep - a customer, that growth and profitability would follow when priorities are in their proper order.
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