maketing 6-8

maketing 6-8 - ii. Past performance iii. Capacity iv. ISO...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
1. Organizational buyers 144-145 B2B (Business to Business) not B2c (Business to consumer) – more b2b businesses than b2c i. More likely to do direct advertising to b2b markets, do not use mass advertising. ii. NAICS- every company in America has a code that tells what type of business they are in. Ex. 511 code means publishing industries. b. Industrial markets i. Manufacturing/processing c. Resellers Markets i. Wholesalers/retailers d. Government markets 2. NAICS 145-146 a. Get codes at census.gov b. Use in come required resources i. Business and company resource ii. Proquest iii. Business source complete 3. Characteristics of Org. Buying 147-151 a. Demand characteristics/ derived demand (forecasted demand) – always have to be on top of what they need, they plan their purchases leading to NO impulse buy. b. Size of the order is larger c. Fewer potential buyers d. Buying objective profit (not need/.want)_only buy what they need therefore no psychological influences (whats cool/trendy/etc) e. Buying criteria i. Price/quantity/delivery (what drives purchases ONLY)
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: ii. Past performance iii. Capacity iv. ISO 9000. Quality standard - v. Iso 14000 Environmental certification. Has to do with the manufacturing of the product. 4. Buying center 151-153 a. Roles i. Users, influencers, buyers, gatekeepers (read) b. Buy classes fig 6-3 153 i. Straight rebuy a corp needs paperclips, they look at historical records, they know how many they now need per month, year, day, etc. They then can forecast their demand for future purchases. So paperclips would be a straight rebuy because you already know your forecast so you wont be researching your next paperclip purchse ii. Modified rebuy buying same thing but in a different configuration. Buying bigger paper clips. Something small has changed im not gunna rebuy right away iii. New buy buying something you have never bought before. Corporations buy in large dollar amounts. So if you are a sales person this is the optimal time to be there....
View Full Document

This note was uploaded on 09/30/2009 for the course MKTG 2300 taught by Professor Moody during the Fall '08 term at Colorado.

Page1 / 2

maketing 6-8 - ii. Past performance iii. Capacity iv. ISO...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online