Organizational Customer Buying

1. ANALYZE
ORGANIZATIONAL
BUYING BEHAVIOR
Teacher : Wang Dong Sheng
By : Anastasya.G 40718047
Albert 40718048

2. CONTENT
Organizational Market Categories
Organizational Market Characteristics
Organizational Purchasing
Decision
Factors Affecting
Organizational
Buying

3. WHAT IS
ORGANIZATIONAL
MARKET ?

4. CHAPTER 1
Organizational Market Categories

5. Organizational
Market Division
1. Industrial Market
Produce other goods &
service
2. Reseller Market
Sell for profit
3. Government Market
For public goods & service
4. Non Profit
Organization Market

6. CHAPTER 2
Organizational Market CHARACTERISTICS

7. Demand
Potential
Buyers
Buying
criteria
BUYING
OBJECTIVE
SIZE OF
ORDER/
PURCHASE
BUYER-
SELLER
INTERACTION
THE BUYING
CENTER
Organizati
onal
Market
Characteri
stics

8. Marketers Contrast with Consumer Market in 8 Ways
Fewer ,
Larger
Buyers
01. 02.
Close Supplier-
Customer Relationship
03.
Professional
Purchasing
04.
Multiple Buying
Influence

9. Marketers Contrast with Consumer Market in 8 Ways
Multiple sales
calls
05. 06.
Derived demand
07.
Inelastic demand
08.
FLUCTUATING
DEMAND

10. CHAPTER 3
Organizational PURCHASING DECISION

11. Participants In organizational buying process
Buyer
Influencer
Decider
(Decision Maker)
Approver
User
Gate keeper

12. Kind of
Buying
Process
Modified Rebuy
Straight Buy
New Task Buying

13. CHAPTER 4
Factors Affecting Organizational Buying

14. Search for information about
production and supplier
Evaluation and
selection of supplier
The purchase
Performance evaluation
and feedback
Recognition of a problem / need
Purchase Decision-Making Process in
Organization

15. 4 Broad Categories of
Factors Influence
Organizational
Buying Behavior
Environmental
Factor
Organizational
Factor
Interpersonal
Factor
Personal
Reason