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5.2-Organizational Buyer

5.2-Organizational Buyer - Organizational Buyer Related to...

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1 Organizational Buyer Related to Chapter 6
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2 Agenda Key characteristics of organizational buying that make it different from consumer buying. The influence of buying situations on organizational purchasing
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3 Definition Organizational Buyer Behavior: The buying behavior of organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit.
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4 Intel Pentium Processor: Who are main customers? Intel PC Manufacturers Individual Consumers Individual Consumers CPU CPU PC
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5 Intel DePaul U. consumers HP Best Buy Who are the Organizational buyers? CPU CPU PC PC PC / CPU Chicago USPS PC Resellers Non-business Institutions Government Producers
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6 Characteristics of organizational markets: Buyer Characteristics Business markets contain fewer but larger buyers The size of business market is greater than the size of consumer market Business buying involves a more professional purchasing effort
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