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Organizational Buying & Buyer Behavior Chapter 6.

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Presentation on theme: "Organizational Buying & Buyer Behavior Chapter 6."— Presentation transcript:

1 Organizational Buying & Buyer Behavior Chapter 6

2 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. 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.

3 Organization Buyers Those manufacturers, wholesalers, retailers, or government agencies which are buying the goods. Those manufacturers, wholesalers, retailers, or government agencies which are buying the goods. Could be for their own consumption or resale Could be for their own consumption or resale Whats the difference between wholesale/retail and manufacturers? Whats the difference between wholesale/retail and manufacturers?

4 Organizational Buyers Three types Three types Industrial markets Industrial markets Reseller markets Reseller markets Government markets Government markets

5 Researching These Markets SIC NAICS SIC NAICS North American Industry Classification System North American Industry Classification System Important researching tool Important researching tool

6 Organizational Buying Characteristics Demand Characteristics Demand Characteristics Size of the Order or Purchase Size of the Order or Purchase Number of Potential Buyers Number of Potential Buyers Organizational Buying Objectives Organizational Buying Objectives Organizational Buying Criteria Organizational Buying Criteria Buyer-Seller Relationship and Supply Partnerships Buyer-Seller Relationship and Supply Partnerships The Buying Center The Buying Center

7 B2B Characteristics Demand characteristics Demand characteristics Derived demand Derived demand Size of the Order or Purchase Size of the Order or Purchase Much larger Much larger Number of Potential Buyers Number of Potential Buyers Fewer number of buyers Fewer number of buyers

8 B2B Characteristics Organizational Buying Objectives Organizational Buying Objectives Why do they buy the products? Why do they buy the products? Organizational Buying Criteria Organizational Buying Criteria What criteria do they use in choosing a vendor? What criteria do they use in choosing a vendor? ISO 9000 ISO 9000 Reverse marketing Reverse marketing Wal-Mart and RFID Wal-Mart and RFID

9 Buyer-Seller Relationship and Supply Partnerships B2B- Lengthy negotiations and contracts B2B- Lengthy negotiations and contracts Reciprocity Reciprocity Supply partnerships Supply partnerships P&G & Wal-Mart P&G & Wal-Mart

10 The Buying Center Can be a person or committee Can be a person or committee Roles Roles Users Users Influencers Influencers Buyers Buyers Deciders Deciders Gatekeepers Gatekeepers Buying Classes Buying Classes Straight rebuy Straight rebuy Modified rebuy Modified rebuy New buy New buy

11 B2B Buying Process Problem Recognition Problem Recognition Make-buy decisions Make-buy decisions Information Search Information Search Value analysis Value analysis Alternative Evaluation Alternative Evaluation Bidders list Bidders list Purchase Decision Purchase Decision Post-purchase Behaviors Post-purchase Behaviors

12 B2B Online 80% of all total dollar value of all online transactions 80% of all total dollar value of all online transactions E-Marketplaces E-Marketplaces Online auctions Online auctions Traditional auctions Traditional auctions Reverse auctions Reverse auctions


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