MarketingManagement.pdf

B usiness organizations do not only sell. They also buy vast quantities of raw materi- als, manufactured components, plants and ...

108 CHAPTER6ANALYZINGBUSINESSMARKETS ANDBUYERBEHAVIOR WHAT IS ORGANIZATIONAL BUYING? Organizational buying,according to Webster ...

Characteristic Description Example Fewer buyers Larger buyers Close supplier- customer relationship Geographically concentrated ...

Characteristic Description Example Professional purchasing Multiple buying influences Multiple sales calls Direct purchasing Rec ...

What Is Organizational Buying? 111 these organizations have low budgets and captive clienteles. For example, hospitals have to d ...

112 CHAPTER6ANALYZINGBUSINESSMARKETS ANDBUYERBEHAVIOR A number of major companies, such as Gateway, Rockwell, Kodak, and Goodyea ...

Participants in the Business Buying Process 113 a “turnkey solution” that allowed the buyer to, in effect, turn one key and get ...

114 CHAPTER6ANALYZINGBUSINESSMARKETS ANDBUYERBEHAVIOR ➤ Buyers:People who have formal authority to select the supplier and arran ...

Participants in the Business Buying Process 115 Organizational Factors Every organization has specific purchasing objectives, po ...

116 CHAPTER6ANALYZINGBUSINESSMARKETS ANDBUYERBEHAVIOR divisions and buying them centrally to gain more purchasing clout. Individ ...

The Purchasing/Procurement Process 117 the customer’s site, in the role of buyer-materials planners. Massachusetts’s Bose Corpor ...

118 CHAPTER6ANALYZINGBUSINESSMARKETS ANDBUYERBEHAVIOR als, when a machine breaks down and requires new parts, when purchased mat ...

The Purchasing/Procurement Process 119 Stage 4: Supplier Search The buyer now tries to identify the most appropriate suppliers, ...

120 CHAPTER6ANALYZINGBUSINESSMARKETS ANDBUYERBEHAVIOR plier selection.^24 Marketers can counter a buyer’s request for a lower pr ...

Notes 121 EXECUTIVE SUMMARY Organizational buying is the decision-making process by which formal organizations establish the nee ...

122 CHAPTER6ANALYZINGBUSINESSMARKETS ANDBUYERBEHAVIOR See Donald W. Jackson Jr., Janet E. Keith, and Richard K. Burdick, “Purch ...

A company cannot serve everyone in broad markets such as soft drinks (for con - sumers) and computers (for businesses), because ...

144 CHAPTER8IDENTIFYINGMARKETSEGMENTS ANDSELECTING TARGET MARKETS USING MARKET SEGMENTATION Market segmentation aims to increase ...

Using Market Segmentation 145 ments or by defining a group seeking a distinctive mix of benefits. For example, a tobacco company ...

146 CHAPTER8IDENTIFYINGMARKETSEGMENTS ANDSELECTING TARGET MARKETS technologies such as computers, databases, robotic production, ...