Marketing

2.  The business market consists of all the
organizations that acquire goods and services
used in the production of other products or
service that are sold, rented , or supplied to
others.

3.  Fewer, larger buyers
 Close supplier-customer relationship
 Professional purchasing
 Multiple buying influences
 Multiple Sales calls
 Derived Demand
 Inelastic demand
 Fluctuating demand
 Geographically concentrated buyers
 Direct purchasing

4.  Straight rebuy
◦ Reorder items like office supplies
 Modified rebuy
◦ Change product specifications
 New task
◦ Buy for the first time

5.  The buying center
◦ Initiator
◦ Users
◦ Influencers
◦ Deciders
◦ Approvers
◦ Buyers
◦ Gatekeeper

6.  Problem recognition
 General Need description and product
specification
 Supplier search
 Proposal Solicitation
 Supplier Selection
◦ Vendor analysis
 Order-Routine Specification
 Performance Review

7.  Communication and branding
 System Buying and Selling
 Role of Service

8. Turnkey solution
desired;
bids solicited
Prime
contractors
Second-tier
contractors
System
subcomponents
assembled

9.  Institutional Markets
◦ Schools, Hospitals etc.
 Government Markets
◦ Paperwork, Through bid