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Unformatted text preview: • Chapter 6 o Business and organizational customers : any buyers who buy for resale or to produce other goods and services • Producers of goods and services • Intermediaries • Government units • Nonprofit organizations Collectively called the B2B market , or the business to business market Make purchases to satisfy needs Typically focus on economic factors when they make purchase decisions • Less emotional in their buying than final customers o Understanding how the buying behaviors of a particular organization differs from others is very important • Sellers often need unique strategies to compete for large volume purchases o Basic approach to deal with business customers internationally is much less varied than that required to reach individual customers • Businesses tend to buy in similar ways and can usually be reached with similar marketing mixes o Purchasing specifications : a written description of what the firm wants to buy • For services can be very complicated because services are less standardized and not performed until after purchase o ISO 9000 : way for supplier to document its quality procedures according to internationally recognized standards • Assures a customer that the supplier has effective quality checks in place o Many different people may influence a decision • Purchasing managers : buying spets for their employers In large companies, usually specialize by product area and are real experts • Look to procurement departments to cut costs and provide competitive advantage • Multiple buying influence: several people, perhaps even top management play a part in making a purchase decision Users: production line workers Influencers : R&D who help write specs or supply info for evaluating alternatives Buyers: work with suppliers and arrange terms of sale Deciders : have power to select or approve supplier Gatekeepers : control flow of info within organization • All of these are part of a buying center: all the people who participate in or influence a decision • Vendor analysis : a formal rating of suppliers on all relevant areas of performance Goal is to lower the total costs associated with purchases not just get a low price on a given part or service Tries to focus on economic factors...
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- Fall '11
- Business, new task buying, Multiple Buying Influence