Organizational Buying & Buyer Behavior
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Transcript Organizational Buying & Buyer Behavior
Organizational Buying & Buyer
Behavior
Chapter 6
Business Marketing
“Marketing of goods or services to
commercial enterprises, governments, and
other profit and non-profit organizations
for use in the creation of goods and
services that they then produce and
market produce and market to other
business customers, as well as individuals
and ultimate consumers.”
Organization Buyers
Those manufacturers, wholesalers,
retailers, or government agencies which
are buying the goods.
Could be for their own consumption or resale
What’s the difference between
wholesale/retail and manufacturers?
Organizational Buyers
Three types
Industrial markets
Reseller markets
Government markets
Researching These Markets
SIC→NAICS
North American Industry Classification System
Important researching tool
Organizational Buying
Characteristics
Demand Characteristics
Size of the Order or Purchase
Number of Potential Buyers
Organizational Buying Objectives
Organizational Buying Criteria
Buyer-Seller Relationship and Supply
Partnerships
The Buying Center
B2B Characteristics
Demand characteristics
Size of the Order or Purchase
Derived demand
Much larger
Number of Potential Buyers
Fewer number of buyers
B2B Characteristics
Organizational Buying Objectives
Why do they buy the products?
Organizational Buying Criteria
What criteria do they use in choosing a
vendor?
ISO 9000
Reverse marketing
Wal-Mart and RFID
Buyer-Seller Relationship and
Supply Partnerships
B2B- Lengthy negotiations and contracts
Reciprocity
Supply partnerships
P&G & Wal-Mart
The Buying Center
Can be a person or committee
Roles
Users
Influencers
Buyers
Deciders
Gatekeepers
Buying Classes
Straight rebuy
Modified rebuy
New buy
B2B Buying Process
Problem Recognition
Information Search
Value analysis
Alternative Evaluation
Make-buy decisions
Bidder’s list
Purchase Decision
Post-purchase Behaviors
B2B Online
80% of all total dollar value of all online
transactions
E-Marketplaces
Online auctions
Traditional auctions
Reverse auctions