Organizational Buying Behavior notes

Organizational Buying Behavior notes - Marketing 3104...

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Marketing 3104 Organizations as Buyers
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Content Objectives for Organizations as Customers Contrast organizational buyers and consumers Analyze a recent high profile case of organizational buying issues Explain the role of the buying center Distinguish three types of buy classes
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Who are Organizational Buyers? CONSUMERS Individuals or households who buy for personal use We call these Consumer Markets, Business-to-Consumer Markets, or B2C Markets ORGANIZATIONAL BUYERS Organizations and government agencies that buy goods and services for their own use or for resale We call these Organizational Markets, Business-to-Business Markets, or B2B Markets
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Organizational Buyers Participating in Shoe Market Dye manufacturers buy pigments, chemicals… Thread manufacturers buy cotton, nylon…. chemicals… Tanner buyers hide, chemicals, equipment… Shoe manufacturer buys designer services, leather, thread, dyes, decoration, packaging… Wholesalers buy shoes. . Retailers buy shoes… Consumers buy shoes… All purchase equipment, packing materials, energy, labor, space, Transportation, computer systems, office supplies, insurance, legal and accounting services…
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Markets Federal, state, local agencies that buy for constituents VT, Blacksburg Middle School U.S. Government=$200b Industrial Markets Resellers Governmen t Resell without any reprocessing Krogers, Ferguson Reprocess a product or service they buy before selling it to the next buyer. Mcdonalds, boeing.
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Organizational Buying Behavior notes - Marketing 3104...

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