Week 4 - Chapter 7 Business and Organizational Customers...

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Unformatted text preview: Chapter 7 Business and Organizational Customers and Their Buying Behavior Understand Business & Organizational Customers for Marketing Strategy (Exhibit 7-1) 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 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 Specifications Describe the Need Quality Certification- ISO 9000 Specifications and Quality Many Different People May Influence a Decision (Exhibit 7-2) Gatekeepers Buying Center Deciders Influencers Users Buyers Ethical Conflicts May Arise Vendor Analysis Considers All Influences Behavioral Needs Are Important Too Purchasing May Be Centralized Evaluating Organizational Buying Influences 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 Much Much Much Much New-Task Buying Medium Some Some Some Modified Rebuy Little Little None Little Straight Rebuy Organizational Buyers Are Problem Solvers (Exhibit 7-4) New Task Buying Requires Information Search Engines a first step New-Task Buying Requires Information Competitive Bids Online marketplaces Reverse Auctions BUT Close Relationships...
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Week 4 - Chapter 7 Business and Organizational Customers...

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