What kind of people would you need to contact at Farrington’s to get them to buy your product?

For your project this week, I want you to imagine that you are starting a company that provides marketing data to businesses. Rather than chasing lots of rabbits, you’ve decided to catch one rabbit–Farrington’s Farm Shop (see p. 80). Your product is marketing information to help Farrington’s continue to succeed against Tesco.
First, in general terms describe the differences between marketing to businesses rather than marketing to consumers. (See p. 74 et seq). Then describe the concept of a buying center. (See. 76). What kind of people would you need to contact at Farrington’s to get them to buy your product?
Your product is a market segmentation report. What kind of market segmentation would you use and why? How would you go about determining what market segment Farrington’s should monitor? (I don’t expect you to know which segment they should monitor, I’m looking for a process to figure out which segment to monitor).
Finally, end with a 3 sentence pitch to Farrington’s. Why should they buy what you’re selling?

Your paper should be 3-4 pages, double-spaced, 12 point font. Use any citation format you like, but make sure to cite any idea that is not your own.

Last Completed Projects