The key components that distinguish business products from consumer products is intended use, not physical form.
Disney's Strategic Alliance
A strategic alliance is defined as a cooperative agreement between business firms. In 2002 Disney formed a strategic alliance with Bank One and Visa Form for the Disney-Branded Visa Card. They announced a two multi-year alliance that will create the first Disney Card as well as providing Visa with joint marketing opportunities across Disney's various business units. This Visa Card would be issued by Bank One's credit card subsidiary. The benefits that came with Disney's first Visa Card was allowing consumers to earn rewards that can be used toward the purchase of Disney Park vacations, videos and other Disney related merchandise.
Major Categories of Business Customers
The four major categories of customers in the business market are; producers, resellers, governments and institutions.
Institutions are the fourth major segment of the business market that consists of institutions seeking to achieve goals other than the standard business goals of profit, market share, and return on investments.
The Disney Institute is the professional training of the Walt Disney Company showcasing "the business behind the magic" through workshops, seminars, presentations and programs for professionals from many different industries including health care, aerospace, government/military, food/beverage and retail. An example of Disney's Institute achieving goals is with The Boeing Company. They worked with the Disney Institute to develop a customer service training course specifically for their airline customers. The Disney Institute helped them to understand how their service standards can have a drastic impact on the experience they can provide for their customers.
Buying Centers
A Buying center is defined as all those people in an organization who become involved in the purchase decision. Typically for the Disney company their CEO is in charge of making the decision of purchases for the company. Recently CEO Bob Iger made the decision to purchase LucasFilms for $4 billion.
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