Basic Marketing: A Global Managerial Approach

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

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coating. MetoKote doesn’t just

supply Deere with coatings; it

handles the whole coating job

for Deere. In fact, it has built

facilities right next to some

Deere plants. When it’s time

for a part to be coated, a con-

veyer belt moves it out of the

JD plant and into the

MetoKote facility. Four hours

later it’s back_and it’s green.

The decision to purchase

coating services this way

wasn’t made casually and

many people were involved.

JD’s production people

favored this arrangement.

They let MetoKote’s experts

keep up with all of the environ-

mental regulations and new

technologies for coatings, so

Deere can worry about what it

does best. Deere’s finance

people liked the idea that a

Deere plant could be smaller

and less costly to build and

maintain if it didn’t need space

for big spray booths. Because

MetoKote does not have to

ship the parts to Deere after

they are coated, there are

fewer scratches and dents_

which the quality people like.

And the purchasing people

don’t have to worry about

parts being there when they’re

needed. Of course, this was

not a simple sale for

MetoKote_and on an ongo-

ing basis many people

cooperate and share informa-

tion to make it work for both

firms.

John Deere needs high-

quality protective finishes

because the buyers for its

customers want durable, long-

lasting equipment. Like Deere,

they want good value from

their suppliers. That means

that marketers at Deere need

to think about the quality of

Deere service as well as the

quality of Deere equipment.

For example, when a huge

place

price

promotion

ct product