Powerpoints Segment 5

Powerpoints Segment 5 - PURCHASING AGENT DECIDERS...

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SEGMENT 5: ORGANIZATIONAL BUYER BEHAVIOR (Related chapter in text : 6)
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LEARNING OBJECTIVES Contrast organizational buyer behavior with consumer behavior Describe the roles and significance of the “buying center” Distinguish among the three types of “buyclasses”
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LEARNING OBJECTIVES Understand how organizational buyers use value analysis Know how organizational buyers use vendor analysis
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TYPES OF ORGANIZATIONAL BUYERS INDUSTRIAL RESELLERS GOVERNMENT
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North American Industry Classification System (NAICS) System for classifying organizations in Canada, Mexico and the U.S. on the basis of the major activity, good, or service provided.
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KEY FEATURES OF ORGANIZATIONAL BUYERS “DERIVED DEMAND” MORE FORMAL DECISION PROCESS LARGER DECISION MAKING UNIT MORE SPECIFIC CRITERIA “RELATIONSHIP MARKETING”
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THE “BUYING CENTER” (DECISION-MAKING UNIT) USERS INFLUENCERS
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Unformatted text preview: PURCHASING AGENT DECIDERS GATEKEEPERS THE DECISION PROCESS : BUYCLASSES STRAIGHT RE-BUY MODIFIED RE-BUY NEW BUY VALUE ANALYSIS UNDERSTAND HOW CUSTOMER USES PRODUCT COST SAVINGS TYPES OF COSTS INITIAL PURCHASE SWITCHING OPERATING LIFE-CYCLE HOW A $10 LIGHTBULB PAYS FOR ITSELF TOTAL COST OF BULB AND ENERGY $ INCANDESCENT 40 GE Halarc 30 20 10 Initial Purchase Price 1 2 3 4 5 Years Computational Example: Switch from Incandescent to Swirl Bulbs? Incandescent $0.50 $12.00 1 Year $62.50 Swirl $3.00 $4.00 5 Years $23.00 Purchase Price Annual Electric Cost Lifetime Lifecycle Cost (five years) VENDOR ANALYSIS Vendor 1 Vendor 2 Vendor 3 etc. PRODUCT QUALITY (40%) DELIVERY (25%) RELIABILITY (20%) PRICE (15%) Often a formal multiattribute model approach...
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This note was uploaded on 02/09/2011 for the course MAR 3023 taught by Professor Lutz during the Spring '08 term at University of Florida.

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Powerpoints Segment 5 - PURCHASING AGENT DECIDERS...

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