国际市场营销学17e中英文对照PPT（凯特奥拉57406）教学课件170831-IM17-PPT-第14章-面向企业的产品和服务-Products and Services for Businesses.pptxVIP

;;Learning Objectives;学习目标;Industrial products (business-to-business) constitute a large part of global marketing. The issues of standardization versus adaptation have less relevance to marketing industrial goods than consumer goods because there are more similarities in marketing products and services to businesses across country markets than there are differences. The motives and behaviors among businesses as customers are different from B2C consumers. Along with industrial goods, business services are a highly competitive growth market seeking quality and value. Exhibit 14.1 shows an examp