Week 4 - PowerPoint slides covering chapters 7 8

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Chapter 7 Business and Organizational Customers and Their Buying Behavior
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Understand Business & Organizational Customers for Marketing Strategy (Exhibit 7-1)
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Organizational Customers Differences between organizational customers & final consumers Purchase criteria & specifications Multiple buying influence Problem-solving process B2B e-commerce Buyer-seller relationships Key characteristics of specific types of organizational customers Manufacturers Producers of services Retailers & wholesalers Government units Understanding Business & Organizational Customers for Marketing Strategy (Exhibit 7-1) CH 7: Buying Behavior of Business & Organizational Customers
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Federal State and Local Governments Wholesalers Retailers Intermediaries Manufacturers Farms, mines, etc. Financial Institutions Other providers Producers National Local Nonprofits Business and Organizational Customers – A Big Opportunity All Business & Organizational Customers
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Specifications Describe the Need Quality Certification - ISO 9000 Specifications and Quality
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Many Different People May Influence a Decision (Exhibit 7-2) Gatekeepers Buying Center Deciders Influencers Users Buyers
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Ethical Conflicts May Arise Vendor Analysis Considers All Influences Behavioral Needs Are Important Too Purchasing May Be Centralized Evaluating Organizational Buying Influences
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Characteristics Time required Multiple influences Review of suppliers Information needed Much Much Much Much New-Task Buying Type of Process Little Little None Little Straight Rebuy Medium Some Some Some Modified Rebuy Organizational Buyers Are Problem Solvers (Exhibit 7-4)
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New Task Buying Requires Information Search Engines – a first step New-Task Buying Requires Information Competitive Bids Online marketplaces Reverse Auctions
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BUT Close Relationships May Produce Mutual Benefits - Reliable source of supply -
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