Intro to Marketing Assignment
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chp6slides.pptxUnderstanding Organizations As Customers
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LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO:
Distinguish among industrial, reseller, and government organizational markets.
Describe the key characteristics of organizational buying that make it different from consumer buying.
Explain how buying centers and buying situations influence organizational purchasing.
Recognize the importance and nature of online buying in industrial, reseller, and government organizational markets.
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BUSINESS-TO-BUSINESS MARKETING AND ORGANIZATIONAL BUYERS
Business-to-Business Marketing
Industrial Markets (Industrial Firms)
Reseller Markets (Resellers)
Wholesalers
Retailers
Government Markets (Government Agencies)
NASA
Courtesy of Lockheed Martin Company
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Key characteristics and dimensions of organizational buying behavior.
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ORGANIZATIONAL BUYING DEMAND CHARACTERISTICS
Size of Order or Purchase
Number of Potential Buyers
Organizational Buying Objectives
Profits
Women and Minority Suppliers and Vendors
Efficiency
Environment and Sustainability
©Karie Hamilton/Bloomberg via Getty Images
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CHARACTERISTICS OF ORGANIZATIONAL BUYING ORGANIZATIONAL BUYING CRITERIA
Organizational Buying Criteria
Price
Ability to Meet Specs
Ability to Meet Schedules
Technical Capacity
Past Performance
Warranties
Production Capacity
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ORGANIZATIONAL BUYING FUNCTION AND PROCESS AND THE BUYING CENTER
Organizational Buying Behavior
Buying Function in Organization Responsible for:
Selection and Purchase of Products
For Organization’s Use or Resale
Formal Bids
Purchasing Contract Awards
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Comparing the stages in a consumer and organizational purchase decision process.
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ORGANIZATIONAL BUYING PROCESS AND THE BUYING CENTER
Buying Committee
People in the Buying Center
Roles in the Buying Center
Users
Influencers
Buyers
Deciders
Gatekeepers
©monkeybusinessimages/iStock/Getty Images
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CHARACTERISTICS OF ORGANIZATIONAL BUYING THE BUYING CENTER
Number of People in Buying Center Depends on the Buying Situation
New Rebuy
Straight Rebuy
Modified Rebuy
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FIGURE 6-4 The buying situation affects buying center behavior in different ways.
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VIDEO CASE 6 TREK: BUILDING BETTER BIKES THROUGH ORGANIZATIONAL BUYING
Trek Video Case
©Jean Christophe Bott/Keystone/AP Images
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WHAT WE LEARNED FROM CHAPTER 6
Distinguish among industrial, reseller, and government organizational markets.
Describe the key characteristics of organizational buying that make it different from consumer buying.
Explain how buying centers and buying situations influence organizational purchasing.
Recognize the importance and nature of online buying in industrial, reseller, and government organizational markets.
Trek video
©McGraw-Hill Education.
