MSC 300-9 Global Markets

MSC 300-9 Global Markets - MSC 300 Principles of Marketing...

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05/07/09 Professor Blake Ashdown 1 MSC 300 Principles of Marketing Chapter 6 Buying Center Stages in the Organizational Buying Process; (1) Problem recognition (2) information search, (3) alternative evaluation (4) purchase decision (5) post-purchase evaluation.
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05/07/09 Professor Blake Ashdown 2 MSC 300 Principles of Marketing Buying Center Users are people in the organization who actually use the product or service. Influencers affect the buying decision, usually by helping define the specifications for what is bought. Buyers have formal authority and responsibility to select the supplier and negotiate the terms of the contract. Deciders have the formal or informal power to select or approve the supplier that receives the contract. Gatekeeper s control the flow of information in the buying center.
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05/07/09 Professor Blake Ashdown 3 MSC 300 Principles of Marketing How the buying situation affects buying center behavior
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05/07/09 Professor Blake Ashdown 4 MSC 300 Principles of Marketing E marketplaces are online trading communities that bring together buyers and supplier organizations to make possible the real time exchange of information, money, products, and services. E-Marketplaces
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05/07/09 Professor Blake Ashdown 5 MSC 300 Principles of Marketing How buyer and seller participants and price behavior differ by type of online auction
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05/07/09 Professor Blake Ashdown 6 MSC 300 Principles of Marketing A traditional auction is an online auction in which a seller puts an item up for sale and would-be buyers are invited to bid in competition with each other. Traditional Auction
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05/07/09 Professor Blake Ashdown 7 MSC 300 Principles of Marketing A reverse auction is an online auction in which a buyer communicates a need for a product or service and would-be suppliers are invited to bid in competition with each other. Reverse Auction
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05/07/09 Professor Blake Ashdown 8 MSC 300 Principles of Marketing GLOBAL MARKETS Dynamics of World Trade Global Environmental Scan Global Market Entry Strategies Creating a Global Marketing Plan
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05/07/09 Professor Blake Ashdown 9 MSC 300 Principles of Marketing Categorizing “Outsourcing” Internal Offshoring Offshore Outsourcing Domestic Operations Domestic Outsourcing International Domestic External to Company Internal to Company
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05/07/09 Professor Blake Ashdown 10 MSC 300 Principles of Marketing Top Rationale Behind Outsourcing Cost savings Focus on Core Competency* Improve Flexibility Gain access to External Competencies Improve quality *3 Characteristics of a core competency: 1. Provides access to a wide variety of customers 2. Makes a significant contribution to the end customer’s benefits 3. Is difficult for competitors to imitate
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05/07/09 Professor Blake Ashdown 11 MSC 300 Principles of Marketing State of Outsourcing (Source: Qualin and Duhamel)
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Professor Blake Ashdown 12 MSC 300 Principles of Marketing Emerging Trends in Personal Outsourcing Personal Offshoring
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MSC 300-9 Global Markets - MSC 300 Principles of Marketing...

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