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Analyzing Business Markets: Organizational Buying, Challenges, Characteristics
- 2. What is Organizational Buying? Organizational buying refers to the decision-making process by which formal organization establish the need for purchased products and services ,and identify, evaluate, and choose Among alternative brands and suppliers
- 3. Top Business Marketing Challenges • Expand understanding of customer needs • Compete globally as China and India reshape markets • Master analytical tools and improve quantitative skills • Innovative as an engine of growth • Create new organizational models and linkages
- 4. Characteristics of Business Markets • Fewer, larger, buyers • Close supplier- customer relationship • Professional purchasing • Many buying Influences • Multiple sales calls • Derived demand Inelastic demand (not affected by price change) • Fluctuating demand • Geographically concentrated buyers • Direct purchasing
- 5. Buying Situation • Straight rebuy -Purchasing department reorder supplies such as office supplies and bulk order. -Goal is to gets small order and then enlarge their purchase share over time . • Modified rebuy -The buyer in modified rebuy want to change product specification, price, delivery requirement . • New task -A new task purchaser buy a product for the first time . New task buying is marketer’s greatest opportunity and challenge.
- 6. Participants In Business Buying Process The Buying Center The buying include all members of organization who play any of the following 7 roles in purchasing decision process • Initiators • Users • Influencers • Deciders • Approvers • Buyers • Gatekeepers (Ex. Purchasing agent ,receptionist , telephone operators)