Marketing CH6 - Chapter 6 Business and Organizational...

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Unformatted text preview: Chapter 6 Business and Organizational Customers and Their Buying Behavior Business and Organizational Customers Business and organizational customers are any buyers who buy for resale or o produce other goods and services They buy goods and services that will help them meet the demand for the goods and services that they in turn supply to their markets More economic factors, less emotional factors Look at both the original cost and ongoing costs The matter of dependability deserves further emphasis Purchasing Specificationsa written description of what the firm wants to buy ISO 900a way for supplier to document its quality procedures according to internationally recognized standards Economy, quality and dependability Many Different People May Influence a Decision Purchasing managersbuying spets for their employers. Multiple buying influence means that several people play a part in making a purchase decisionusers, influencers, buyers, deciders, gatekeepers Buying centerall the people who participate in or influence a purchase Vendora formal rating of suppliers on all relevant areas of performance to lower the total costs associated with purchases A sellers marketing mix should satisfy both the needs of customer company as well as the needs of individuals who influence the purchases Purchasing may be centralized Requisitiona request to buy something Organizational Buyers are Problem Solvers New task buying occurs when a customer organization has a new need and wants a great deal of information A straight rebuy is a routine repurchase that may have been made may times before...
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Marketing CH6 - Chapter 6 Business and Organizational...

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