session 14 ic2011 han

Xiaoou (Jane) Han, Eric Hansen

Forest Business Solutions

College of Forestry

Oregon State University

www.google.com

Narver and Slater (1990) Kohli and Jaworski (1990)

Intelligence

Generation

Intelligence

Dissemination

Responsiveness

Customer Orientation



Competitor Orientation



Coordinating

Mechanism

Intelligence

Generation

Intelligence

Dissemination

Responsiveness

Coordinating

Mechanism

Stakeholder

Orientation

Stakeholder

Orientation

Stakeholder

Orientation

www.warchat.org

www.google.com

if we sell a higher quality product than anybody else, probably we will get the job, but in the commodity world, if you sell a higher quality product than everybody else, typically you don’t get paid for that. You get the order but you don’t get paid for because people are looking for price price price in a commodity world. More often than not, they are looking for very low price. So what we try to sell is service…”

“We work with architects, so architects digest, for example, will be one of the magazines that we would advertising and then the people that they were the remote sales, they go and see architects and spend time with them…”

“In many cases, we don’t actually work with the ultimate customer. For example, we sell a lot of our product to distributors and then they will sell it to more…sometimes retail…not necessarily marketing to the ultimate customer but to an intermediate.”

“NAWLA, the North American wholesale lumber Association. They do

educational programs with students and we sponsor those programs. …the

ones that we focused on are the ones where are mills are located, but you

know we are always looking for opportunities to help support those type of

programs ..we are always looking for opportunities to educate.”

“Wood product industry is pretty…can be environmentally controversial. Part of

our strategy that happened a long time ago was to try to raise ourselves above

most of the others on a perception of sustainability or perception of handling

the forest the way that people would like to have it done. We were the first

company in North America to have all of our timber land FSC certified-Forest

Stewardship Council. “

“hmmmm….it is more of a continuation I would say. There is not major

difference. “

“…we have four major market segments. The first one, I will give you what was

in 2004 when housing starts in the U.S were 2.2 million…So we have had sort

of re-engineer our company, we have had reallocate our human assets or

assets. At this point, we totally flipped out target segments around…”

“To me marketing is how you sell your products to your customers, and how

you actually go out and advertise that products, and whether through your

website, through magazines, through phone sales, through however you get

that message out to your customer base. That to me is marketing.”

“Marketing I think is the promotion and information behind products and

processes. Sales is the actual transaction of taking our product and selling it to

you. So marketing would be more like advertising and promotional things and

sales would be the actual selling of our product to somebody.”

mailto:[email protected]

U.S. Forest Service RegionsRegions of U.S. for the current research

EAST CENTRAL