Large expenditures on consumer advertising

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1. Explain how the Cleveland firm, Lincoln Electric, might be classified by some business marketers as a user customer, and by others as an OEM customer? Be specific by giving an example of two particular B2B firms and their products which might lead you to classify Lincoln Electric in each of these two different ways.

2. BASF is a large industrial manufacturer of industrial chemicals, polymers, additives and other specialized ingredients that are used by other companies to produce their products. Each year BASF spends a great deal of money advertising its products to U.S. consumers. For example BASF spent millions of dollars on an ad campaign with messages such as “we don’t make this paint, we make the paint more colorful” and “we don’t make these jeans, we make the jeans more comfortable” Since BASF does not manufacture the end products they show in their ads, based on what has been presented in this course, why might BASF make such large expenditures on consumer advertising?

Reference no: EM132305490

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