S12+MKTG+3104++6.+Organizational+Buying+Behavior+outline

S12+MKTG+3104++6.+Organizational+Buying+Behavior+outline -...

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Marketing 3104 Organizations as Buyers
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Content Objectives for Organizations as Customers Contrast organizational buyers and consumers 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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Buyers Participating in Shoe Market Consumers buys shoes. Retailers buy shoes. Wholesalers buy shoes. Shoe manufacturer buys designer services, leather, thread, dyes, decoration, packaging, etc. Tanner buyers hide, chemicals, equipment, etc. Thread manufacturers buy cotton, nylon, etc. hemicals Dye manufacturers buy pigments, chemicals, etc. All of these businesses are purchasing equipment, packing materials, energy, labor, space, transportation, computer systems, office supplies, insurance, legal and accounting services…
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Types of Organizational Markets Federal, state, local agencies that buy for constituents U.S. Government=$200b
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