B2b marketing activity
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I: Home Depot is quite busy each morning because local contractors, home remodelers, and other small-business customers are buying the products they require for the day’s projects. Such small-business customers represent a huge market opportunity for Home Depot or Lowe’s. Describe particular strategies these retailers could follow to target and serve these customers.
II: Harley-Davidson, the U.S. motorcycle producer, recently purchased some sophisticated manufacturing equipment to enhance its position in a very competitive market. First, what environmental forces might have been important in spawning this capital investment? Second, which functional units were likely to have been represented in the buying center?
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