F10+MKTG+3104+Student+6.+Organizational+Buying+Behavior+ppt

F10+MKTG+3104+Student+6.+Organizational+Buying+Behavior+ppt...

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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? Organizations and government agencies that buy goods and services for their own use or for resale Tanner buyers hide, chemicals Thread manufacturer buys cotton, nylon… Shoe manufacturer buys designer services, leather, thread, dyes, equipment, components, accessories, packaging… Reseller buys storage, salesperson services…
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Who are Organizational Buyers? Organizations and government agencies that buy goods and services for their own use or for resale Larger markets (in $) than consumer markets NAICS (North American Industry Classification System ) classifies organizational buyers into industry segments Monitor growth Identify potential customers
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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,
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This note was uploaded on 03/02/2012 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.

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F10+MKTG+3104+Student+6.+Organizational+Buying+Behavior+ppt...

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