MKTG 649 CHAPTER 6 NOTES

MKTG 649 CHAPTER 6 - Countering the threat of product and service commoditization Convincing C-level executives to embrace the marketing concept

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Marketing 649: Marketing Management    9/8/2011 Chapter 6 What is Organizational Buying? Organizational buying  refers to the decision-making process by which formal  organizations establish the need for purchased products and services, and  identify, evaluate, and choose among alternative brands and suppliers. Top Marketing Challenges: Understanding customer needs in new ways; Identifying new opportunities for growth; Successful businesses as customers Improving value management techniques  Calculating better marketing performance and accountability metrics; Competing and growing in global markets
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Unformatted text preview: Countering the threat of product and service commoditization Convincing C-level executives to embrace the marketing concept Characteristics of Business Markets Fewer buyers Close supplier-customer relationships Professional purchasing Many buying influences Multiple sales calls Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers Direct purchasing 12 Million blind in India, 80% needlessly (Market Segment) Mission: Eradication of needless blindness Inspiration: McDonald’s process efficiency (Job Process)...
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This note was uploaded on 01/31/2012 for the course MKGT 649 taught by Professor Staff during the Fall '11 term at S.F. State.

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MKTG 649 CHAPTER 6 - Countering the threat of product and service commoditization Convincing C-level executives to embrace the marketing concept

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