Chapter 6 - Marketing 3104 Organizations as Buyers Content...

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Unformatted text preview: Marketing 3104 Organizations as Buyers 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 Who are Organizational Buyers? CONSUMERS Individuals or households who buy for personal use We call these Consumer Markets, Business-to-Consumer Markets, or ____ 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 ____ Markets 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 All purchase equipment, packing materials, energy, labor, space, Transportation, computer systems, office supplies, insurance, legal and accounting services Types of Organizational 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 Kroger, ferguson Reprocess a product or service they buy before selling it to the next buyer....
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Chapter 6 - Marketing 3104 Organizations as Buyers Content...

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