Presentation is loading. Please wait.

Presentation is loading. Please wait.

Organizational Buying & Buyer Behavior

Published byJack Brammer Modified over 10 years ago

Similar presentations

Presentation on theme: "Organizational Buying & Buyer Behavior"— 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.”

3 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?

4 Organizational Buyers
Three types Industrial markets Reseller markets Government markets Industrial markets- Reprocess a product or service before reselling it Reseller- Wholesalers and retailers who resell w/o reprocessing it Government markets- Agencies that buy goods and services for their constituencies

5 Researching These Markets
SIC→NAICS North American Industry Classification System Important researching tool NAICS- Allows businesses to research customer markets to study the size of markets, key customers/competitors in such markets, market share First two digits= Sector of economy Next 2=

6 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

7 B2B Characteristics Demand characteristics
Derived demand Size of the Order or Purchase Much larger Number of Potential Buyers Fewer number of buyers Much larger- so more policies *Specific number of suppliers’ bids *Approval from superiors Fewer # of buyers relative to B2C

8 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 Obj: To increase profitability (comp systems t track inventory and prevent stock outs) Knowing why they buy is an important step in marketing to them OBC- The attributes of goods and services and capabilities of the suppliers Price 2.Ability to meet quality specifications 3.Ability to meet required delivery schedules 4.Technical capabilities 5.Warranties and claim policies 6.Past performance with contracts 7.Production and facilities ISO Registration and certification regarding the quality of a manufacturer’s products. Based upon on-site audits

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

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

11 B2B Buying Process Problem Recognition Information Search
Make-buy decisions Information Search Value analysis Alternative Evaluation Bidder’s list Purchase Decision Post-purchase Behaviors VA- A systematic appraisal of the design, quality, and performance of a product to reduce purchasing costs

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

Download ppt "Organizational Buying & Buyer Behavior"

Similar presentations

ORGANIZA- TIONAL MARKETS AND BUYER BEHAVIOR C HAPTER.

ORGANIZA- TIONAL MARKETS AND BUYER BEHAVIOR C HAPTER.
Kotler / Armstrong, Chapter 6

Kotler / Armstrong, Chapter 6
Chapter 6 Business-to-Business (B2B) Marketing

Chapter 6 Business-to-Business (B2B) Marketing
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc
Kotler / Armstrong 11e, Chapter 6 Business buyer behavior includes retailers and wholesalers who buy things with the purpose of making a profit. 1.True.

Kotler / Armstrong 11e, Chapter 6 Business buyer behavior includes retailers and wholesalers who buy things with the purpose of making a profit. 1.True.
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Business Markets and Business Buying Behavior

Business Markets and Business Buying Behavior
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Business Markets and Buying Behavior

Business Markets and Buying Behavior
Chapter 6Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 Learning Objectives: Chapter 6  1. Describe business.

Chapter 6Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 Learning Objectives: Chapter 6  1. Describe business.
7 Analyzing Business Markets 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 7-2 What is Organizational Buying? Organizational.

7 Analyzing Business Markets 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 7-2 What is Organizational Buying? Organizational.
Www.mhhe.com/fourps For use only with Perreault and McCarthy texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin CHAPTER SEVEN Business and Organizational.

For use only with Perreault and McCarthy texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin CHAPTER SEVEN Business and Organizational.
CHAPTER 5: UNDERSTAND BUSINESS-TO- BUSINESS MARKETS Part 2: Use Information to Drive Marketing Decisions McGraw-Hill Education Copyright © McGraw-Hill.

CHAPTER 5: UNDERSTAND BUSINESS-TO- BUSINESS MARKETS Part 2: Use Information to Drive Marketing Decisions McGraw-Hill Education Copyright © McGraw-Hill.
Organizational Markets Chapter 6 MR1100. Organizational Markets Defined Organizational Markets are: – Organizations that buy products and services for.

Organizational Markets Chapter 6 MR1100. Organizational Markets Defined Organizational Markets are: – Organizations that buy products and services for.
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin ORGANIZATIONAL MARKETS AND BUYER BEHAVIOR.

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin ORGANIZATIONAL MARKETS AND BUYER BEHAVIOR.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 6-2 ORGANIZA- TIONAL MARKETS AND BUYER BEHAVIOR C HAPTER.

© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 6-2 ORGANIZA- TIONAL MARKETS AND BUYER BEHAVIOR C HAPTER.
 Business Market: All organizations that buy goods and services for use in production of other products and services that are sold rented or supplied.

 Business Market: All organizations that buy goods and services for use in production of other products and services that are sold rented or supplied.
7 Business Marketing Professor Close. Business Marketing Organization market is larger than consumer market (B2B marketing/industrial marketing) Easy.

7 Business Marketing Professor Close. Business Marketing Organization market is larger than consumer market (B2B marketing/industrial marketing) Easy.
Business-to-Business Markets 06. 6- 1 Definition Business Buyer Behavior:  The buying behavior of organizations that buy goods and services for use in.

Business-to-Business Markets Definition Business Buyer Behavior:  The buying behavior of organizations that buy goods and services for use in.
©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 7 Chapter 7 Analyzing Business Markets and.

©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 7 Chapter 7 Analyzing Business Markets and.

Similar presentations

Ads by Google