Lecture (WK4)

Lecture (WK4) - Lecture (WK4) ChapterVII...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Lecture (WK4) Chapter VII BUSINESS AND ORGANIZATIONAL CUSTOMERS  AND THEIR BUYING BEHAVIOR   Business and organizational customers are buyers who buy for resale or to  produce other goods and services   MANY PEOPLE MAY INFLUENCE A DECISION Users Influencers Buyers Deciders Gatekeepers ORGANIZATIONAL BUYERS ARE PROBLEM SOLVERS Three kinds of buying processes:   New task: Organization has a new need -- buyer wants a lot of information Straight rebuy: routine repurchase Modified rebuy: some review is done Organization uses purchasing agents which are buying specialists for their  employees.   They like: information on new goods, price changes, supply shortages, etc.   Most firms have centralized buying   Ron_Knapp_L4.doc
Background image of page 1

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

View Full DocumentRight Arrow Icon
Buyers consider: total cost of owning and operating, productivity, quality,  maintenance, repair, delivery time, etc.   Behavioral needs are relevant BUYER-SELLER RELATIONSHIPS IN BUSINESS MARKETS Powerful customer can control relationship Buyers like to spread risk by using several sources of suppliers Computer buying is also becoming common and JIT delivery more important
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 5

Lecture (WK4) - Lecture (WK4) ChapterVII...

This preview shows document pages 1 - 3. Sign up to view the full document.

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