Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

7. Business and
   Organizational Customers
   and Their Buying Behavior

Text © The McGraw−Hill

Companies, 2002

example, when you see John

Deere (JD) agricultural or construc-

tion equipment, its familiar green

finish probably came from

MetoKote. In fact, John Deere and

MetoKote have a close buyer-

seller relationship. While

purchasing managers at Deere

use Internet portals to identify

suppliers and get competitive

bids for many items they

need, it’s different with

MetoKote. Deere isn’t going

to switch to some other sup-

plier just because an Internet

search identifies some cheaper

182

Chapter Seven

Business and

Organizational

Customers and

Their Buying

Behavior

182

When You Finish
This Chapter, You
Should

1. 
   

   Know who the
   business and organi-
   zational customers
   are.

   
   


2. 
   

   See why multiple
   influence is common
   in business and orga-
   nizational purchase
   decisions.

   
   


3. 
   

   Understand the
   problem-solving
   behavior of organiza-
   tional buyers.

   
   


4. 
   

   Understand the dif-
   ferent types of
   buyer–seller relation-
   ships and their
   benefits and limita-
   tions.

   
   


5. 
   

   Know the basic
   e-commerce methods
   used in organizational
   buying.

   
   


6. 
   

   Know about the
   number and distribu-
   tion of manufacturers
   and why they are an
   important customer
   group.

   
   


7. 
   

   Know how buying
   by service firms,
   retailers, wholesalers,
   and governments is
   similar to_and differ-
   ent from_buying by
   manufacturers.

   
   


8. 
   

   Understand the
   important new terms
   (shown in red).

   
   

MetoKote Corp. specializes in

protective coatings, like powder-

coat and liquid paint, that other

manufacturers need for the parts

and equipment they make. For

place

price

promotion

produc