Bmgt 411 chapter_6
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The document discusses organizational buying and business markets, outlining the different types of buying situations, participants in the business-to-business buying process, and how business buyers make decisions. It also provides examples of local businesses and vendors that market to organizational buyers, as well as describing the common stages that occur in the organizational buying process from problem recognition to performance review.
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Ebay, Amazon, and Sulit.com are examples of pure play auction sites.
Pure play auction sites are online marketplaces like Ebay, Amazon where buyers and sellers can trade goods and services through an auction or bidding process.
Ebay, Amazon, and Sulit.com allow individuals and businesses to list items for sale to be auctioned off or sold at a fixed price. They are considered pure play auction sites since their primary business model involves facilitating auctions and fixed price sales between buyers and sellers online.
B2 b ch 7
1. The document discusses organizational buying and business marketing. It describes the business market, key participants in the buying process, and factors that influence business buying decisions.
2. Several stages of the business buying process are outlined, including problem recognition, product specification, supplier selection, and performance review. Different buying situations like straight rebuys and new tasks are also examined.
3. Relationship building with business customers is a major focus. Trust, cooperation, transparency, and adapting to customer needs are identified as important for developing strong buyer-seller relationships.
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2. It outlines factors that influence consumer behavior like cultural, social, personal characteristics and introduces concepts like brand personality, reference groups, and consumer buying roles.
3. The consumer buying process is summarized involving need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Market segmentation strategies are also covered.
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Retail buyers work for stores to select products from wholesalers and manufacturers to resell to customers. They play a key role in product distribution and oversee shipping/receiving. As decision makers, their process involves problem recognition, product specification, supplier search/evaluation/selection, order specification, and performance review. Retail buyers must stay aware of trends, negotiate with suppliers, monitor sales/inventory, ensure quality/value, and some travel extensively. Their management involves planning with forecasting/objectives, organizing tasks/delegation, coordinating implementation/guidance, achieving through selection/negotiation, and controlling through measurement/corrective action.
Recommended
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Ebay, Amazon, and Sulit.com are examples of pure play auction sites.
Pure play auction sites are online marketplaces like Ebay, Amazon where buyers and sellers can trade goods and services through an auction or bidding process.
Ebay, Amazon, and Sulit.com allow individuals and businesses to list items for sale to be auctioned off or sold at a fixed price. They are considered pure play auction sites since their primary business model involves facilitating auctions and fixed price sales between buyers and sellers online.
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1. The document discusses organizational buying and business marketing. It describes the business market, key participants in the buying process, and factors that influence business buying decisions.
2. Several stages of the business buying process are outlined, including problem recognition, product specification, supplier selection, and performance review. Different buying situations like straight rebuys and new tasks are also examined.
3. Relationship building with business customers is a major focus. Trust, cooperation, transparency, and adapting to customer needs are identified as important for developing strong buyer-seller relationships.
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Business marketing refers to the sale of products or services from one organization to another for resale or business use, unlike consumer marketing which is sales directly to end users. Business markets differ from consumer markets in several ways: they typically have fewer but larger buyers, require close relationships between suppliers and customers, involve professional purchasing agents following specific policies, need multiple people within an organization to influence buying, may require many sales calls to close deals especially for capital equipment, have demand that depends on downstream consumer demand, have inelastic demand that is not greatly affected by price changes, and can experience more volatile fluctuating demand compared to consumer markets.
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This document discusses industrial sales and business-to-business marketing. It outlines the key characteristics of institutional buyers, including that there are fewer but larger buyers, closer supplier relationships, professional purchasing, and multiple influences on buying decisions. The document also covers different types of buying situations, such as routine purchases, new specifications, and systems buying. It provides an overview of the major influencers on organizational purchasing, including environmental, organizational, interpersonal, individual, and cultural factors.
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This document discusses managing business-to-business customer relationships and the benefits of vertical coordination between buyers and sellers. It describes how closer relationships are driven by supply chain management and purchasing alliances. It also discusses the categories used to classify buyer-supplier relationships, from basic transactions to collaborative partnerships. The document notes that while vertical coordination can strengthen ties, it may also increase risks and opportunism that need to be mitigated. New technologies allow top firms to more effectively engage and communicate with their business customers.
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The document discusses the retail buying process and how it varies for different types of retail organizations. It describes the key participants in the buying center and the typical stages of the buying process. Additionally, it examines how organizational factors, interactions between members of the buying center, and personal attributes can influence the buying decision.
Decision making process
1. The document discusses key aspects of understanding consumer behavior such as identifying important customer segments, their purchase criteria, and how they buy products.
2. It outlines factors that influence consumer behavior like cultural, social, personal characteristics and introduces concepts like brand personality, reference groups, and consumer buying roles.
3. The consumer buying process is summarized involving need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Market segmentation strategies are also covered.
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Retail buyers work for stores to select products from wholesalers and manufacturers to resell to customers. They play a key role in product distribution and oversee shipping/receiving. As decision makers, their process involves problem recognition, product specification, supplier search/evaluation/selection, order specification, and performance review. Retail buyers must stay aware of trends, negotiate with suppliers, monitor sales/inventory, ensure quality/value, and some travel extensively. Their management involves planning with forecasting/objectives, organizing tasks/delegation, coordinating implementation/guidance, achieving through selection/negotiation, and controlling through measurement/corrective action.
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This document summarizes key aspects of business-to-business marketing and the organizational buying process. It discusses how business markets differ from consumer markets, the participants in the organizational buying process, and the different stages in the buying cycle. It also covers topics like developing trust with business customers, managing supplier relationships, and using electronic marketplaces for business procurement. The overall purpose is to provide an overview of important concepts in marketing to other businesses and organizations.
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Buying centers, which are decision-making units within purchasing organizations, determine which suppliers are selected for business-to-business transactions. The approval of both purchasing agents and engineering personnel is often required when selecting a supplier. Buyers can exhibit different styles such as preferring simplicity, being their own experts, wanting the best options, or wanting all details addressed. Marketers must understand who the major decision makers are, what areas they influence, and what criteria they use to evaluate options in order to optimize sales results in business-to-business markets.
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The document discusses markets and market concepts. It defines a market as a place where buyers and sellers come together, traditionally physically but now also through online means. It describes different types of market classifications including geographical markets that can be local, national, or international. It also discusses physical markets that involve in-person interaction versus non-physical electronic markets. The document then covers key market concepts like demand, factors that influence demand, market segmentation, benefits and drawbacks of segmentation, market mapping, and defines market size, growth, and share.
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The document discusses key topics in business-to-business marketing including:
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2) Organizational buying processes involving multiple departments and stages from problem recognition to performance review.
3) Relationship building strategies like establishing trust and partnering to manage different types of business customers.
4) Electronic procurement methods that organizations use to research suppliers and purchase goods online.
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This document discusses improving trade promotion practices between manufacturers and retailers. It proposes using "pay for performance" promotions where manufacturers reward retailers based on units sold rather than purchased. This avoids issues like retailers overbuying or diverting goods. The document evaluates options like "scan back" promotions and identifies challenges in implementing new approaches like retailer reluctance or distrust between parties. It emphasizes the need for collaborative partnerships, experimentation, and cultural changes to make pay for performance promotions effective.
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Distributor and dealer relation
This document discusses the relationships between manufacturers, distributors, and dealers. It defines each role and outlines some issues that can arise, such as manufacturers bypassing dealers or overloading dealers with product. It emphasizes the importance of cooperation and partnership between these groups. Finally, it provides objectives for distributor-dealer relationships, including understanding dealer problems, providing sales support, resolving complaints, and stimulating loyalty.
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2. It identifies the major factors that influence business buyer behavior as environmental, organizational, interpersonal, and individual factors.
3. It lists and defines the 8 stages in the typical business buying decision process: problem recognition, need description, product specification, supplier search, proposal solicitation, supplier selection, order routine specification, and performance review.
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1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence different aspects of demand.
3. Marketing must be integrated across the entire organization and affect all customer touchpoints. Both the marketing department and other departments must work together to create great customer experiences.
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The document discusses organizational buying and business markets. It identifies key differences between business and consumer markets, such as business markets having fewer, larger, and more geographically concentrated buyers with close supplier relationships. It also outlines the buying situations organizations face, from routine reorders to new tasks, and identifies participants in the business buying process and major influences on organizational buying decisions, including environmental, organizational, interpersonal, and individual factors.
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This document discusses analyzing consumer markets by examining consumer behavior and the factors that influence purchasing decisions. It covers cultural, social, and personal factors that affect behavior. It also summarizes several theories of human motivation and the five stages of the consumer buying process. The theories discussed include Freud's theory of subconscious motivations, Maslow's hierarchy of needs, and Herzberg's two-factor theory. The five stages of the buying process are problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document emphasizes that understanding how consumers think and connecting with them is important for marketers.
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The document defines business markets and how they differ from consumer markets. It identifies major factors that influence business buyer behavior such as environmental, organizational, interpersonal, and individual factors. It also lists and defines the typical steps in a business buying decision process which includes problem recognition, need description, specification, supplier search, proposal solicitation, selection, ordering, and performance review. It compares institutional markets which provide goods and services to people in care facilities with low budgets to government markets which require bids and favor domestic suppliers.
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This document provides an overview of chapters and concepts related to consumer and business markets from two textbooks - Kottler and Wood. It discusses how markets can be segmented based on geographic, demographic, psychographic and behavioral factors. Key psychological processes that influence consumer behavior are also examined, including motivation, perception, learning and the consumer decision-making process. When analyzing business markets, considerations include identifying members of the buying center, understanding organizational buying situations and building strong business-to-business relationships. Effective market segmentation requires segments that are measurable, substantial, accessible, differentiable and actionable.
Business markets and business buyer behaviour
This slide is specially design for the learning process of business buyer behavior & how it could be implement for our own business.
Business Market
Business markets involve the sale of goods and services to other businesses rather than individual consumers. Business buyers face different situations like straight rebuys, modified rebuys, or new tasks. Multiple people are involved in organizational buying decisions, including users, buyers, influencers, deciders, and gatekeepers. The business buying process involves stages like problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Factors like product characteristics, price, supplier service, and relationships influence business buyer decisions.
Organizational Buyer Decision Roles and Buying Process
Organzational buyer decision process and organization buying roles has been discussed precisely and step up step in the slides.
Business buying behaviour
The document summarizes business buying behavior and the business buying decision-making process. There are four main categories of business buyers: producers, resellers, government, and institutions. Business buying involves many people and is a more professional and complex process compared to individual consumer buying. The three main stages of business buying decisions are need recognition, supplier identification, and order placement/performance review. Several factors influence business buyer behavior, including environmental factors, organizational factors, and interpersonal factors within the buying organization.
Cmarketing - Business Markets
The document discusses business markets and buying behavior. It defines business markets as consisting of individuals, organizations, or groups that purchase products for resale, direct use in production, or operations. Marketing to businesses employs the same concepts as consumer marketing but there are important structural and behavioral differences in business markets like smaller customer populations and different buying methods and quantities purchased. The key categories of business markets are producer markets, reseller markets, government markets, and institutional markets. It also outlines the characteristics of transactions, attributes of customers, primary customer concerns, methods of business buying, types of purchases, factors influencing demand, the business buying decision process, and influences on those decisions.
Lesson 8
The document discusses business markets and buying behavior. It defines business markets as consisting of individuals, organizations, or groups that purchase products for resale, direct use in production, or operations. Marketing to businesses employs the same concepts as consumer marketing but there are important structural and behavioral differences in business markets like smaller customer populations and different buying methods and quantities purchased. The key categories of business markets are producer markets, reseller markets, government markets, and institutional markets. It also outlines the characteristics of transactions, attributes of customers, primary customer concerns, methods of business buying, types of purchases, factors influencing demand, the business buying decision process, and influences on those decisions.
Kotler0611ebusinessmarketsandbusinessbuyerbehavior 130406131715-phpapp01 (1)
The document discusses business buyer behavior and the business buying process. It describes business buyer behavior as how organizations purchase goods and services for use in production or resale. The business buying process involves determining needs, finding, evaluating, and selecting suppliers and brands. It involves more participants, efforts, and formal processes than consumer purchases. The model identifies four aspects of business buyer behavior: different types of buying situations; participants in the buying process like users, influencers, buyers, deciders, and gatekeepers; major influences on buyers; and the stages of the buying process.
Unit 3 customer relationship management.pptx
This document discusses organizational buying and business-to-business relationships. It defines the business market and how it differs from the consumer market. Key aspects covered include the participants in the organizational buying process, common buying situations, and how companies can build and manage relationships with business customers. Institutional and government buyers are also examined.
Organisation buying behavior
The document summarizes an assignment on organizational buying behavior. It discusses key differences between organizational and consumer buying processes, including more extensive analysis and formal decision making in organizations. It also outlines three types of organizational buying situations - new task, modified rebuy, and straight rebuy - and evaluates influences on organizational buyers like environmental, organizational, interpersonal, and individual factors. Finally, it explains the eight steps in organizational decision making: problem recognition, need description, specification, supplier search, proposal solicitation, supplier selection, order specification, and performance review.
Consumer Behavior.pptx
Consumer behavior is the study of how individuals select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Understanding consumer behavior is important for businesses to determine how to best market and sell their products. There are many factors that influence consumer decisions, including environmental and marketing stimuli as well as individual characteristics. Businesses use insights from consumer behavior research in activities like market analysis, target market selection, and developing their marketing strategy. A thorough understanding of consumer behavior allows companies to better satisfy consumers and ensure marketing success.
Chapter 2 (perspectives on the organizational buyer)
This chapter discusses organizational buying behavior and the organizational buying process. It describes the 8 stages of the organizational buying process: 1) problem recognition, 2) general description of need, 3) product specifications, 4) supplier search, 5) acquisition and analysis of proposals, 6) supplier selection, 7) selection of order routine, and 8) performance review. It also discusses the environmental, organizational, group, and individual forces that influence organizational buying decisions. Understanding these factors enables marketers to better design products and target organizations.
Analyzing Business Market
This document provides an overview of analyzing business markets. It discusses key concepts like organizational buying, business vs consumer markets, participants in the business buying process, stages of the buying process, developing effective business-to-business marketing programs, and managing business-to-business relationships. The document outlines these topics and provides definitions and examples to explain important business marketing concepts like the buying center, supplier search methods, relationship management approaches, and characteristics of institutional and government markets.
B2B CB.pptx
Organizational buying refers to the process by which formal organizations establish needs, identify options, and select products and services. It involves multiple influencers and is characterized by business-to-business relationships, professional purchasing, and fluctuating demand. The buying center includes initiators, users, influencers, deciders, approvers, buyers, and gatekeepers. The buying process has stages like problem recognition, specification, supplier search, selection, and performance review.
Business Markets & Business Buyer Behaviour
This document discusses business markets and business buyer behavior. It defines business markets as markets where organizations purchase goods and services for resale or use in production. The key characteristics of business markets are fewer but larger buyers, demand derived from final consumer demand, more inelastic demand that fluctuates quickly. Business purchases involve multiple buyers in a formal buying process. The document outlines the business buying process and different types of buying situations. It also discusses the participants in the buying center and major influences on business buyers, including environmental, organizational, interpersonal, and individual factors. Finally, it briefly touches on institutional markets that serve organizations like hospitals and schools, as well as government markets.
Analyzing customer & business market
The document discusses factors that influence consumer behavior, including cultural, social, personal, and motivational factors. It also outlines the consumer buying process, which begins with problem recognition and need identification, followed by information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Various consumer decision-making theories are also mentioned, as well as business buying processes and the roles of different participants in organizational purchases.
Similar to Bmgt 411 chapter_6 (20)
Chapter 3: The Buying Behavior of Organizational Markets
Chapter 3: The Buying Behavior of Organizational Markets
Organizational Buyer Decision Roles and Buying Process
Organizational Buyer Decision Roles and Buying Process
Kotler0611ebusinessmarketsandbusinessbuyerbehavior 130406131715-phpapp01 (1)
Kotler0611ebusinessmarketsandbusinessbuyerbehavior 130406131715-phpapp01 (1)
Chapter 2 (perspectives on the organizational buyer)
Chapter 2 (perspectives on the organizational buyer)
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Bmgt 411 chapter_16
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This document discusses integrated marketing communications and the process of developing an effective communications strategy. It covers identifying the target audience, setting objectives, designing communications, selecting channels, establishing a budget, deciding on the marketing mix, managing the integrated marketing communications program, and measuring results. Key aspects of an ideal advertising campaign are exposing the right consumer to the message at the right time, gaining attention, reflecting consumer understanding, correctly positioning the brand, and motivating purchase.
Bmgt 411 chapter_14
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Bmgt 411 chapter_17
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Bmgt 311 chapter_16
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Bmgt 311 chapter_15
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Bmgt 311 lovett fall_2014_sat
This syllabus outlines the course requirements and policies for a Marketing Research course taught at Point Park University. The key aspects are:
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Bmgt 311 lovett fall_2014_wed
This syllabus outlines the course objectives, requirements, schedule, and policies for a Marketing Research course at Point Park University. The key points are:
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Bmgt 411 chapter_6
- 1. BGMT 411: Chapter 6 Analyzing Business Markets
- 2. Boeing 787 Dreamliner, 3 Million Parts, 500 Suppliers
- 3. Chapter Questions • What is the business market, and how does it differ from the consumer market? • What buying situations do organizational buyers face? • Who participates in the business-to-business buying process?
- 4. Chapter Questions • How do business buyers make their decisions? • How can companies build strong relationships with business customers? • How do institutional buyers and government agencies do their buying?
- 5. Local Examples • While these businesses all operate in the B2C Space, many B2B suppliers call on these businesses and need to market to them as well • Can you think of any examples of vendors that would market to these companies?
- 6. Local Examples • IT Solutions • Supplies • Product • Text Books
- 7. What is Organizational Buying? • Organizational buying refers to the decision-making process by which formal organizations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers.
- 8. Characteristics of Business Markets (Page 86) • Fewer, larger buyers • Close supplier-customer relationships • Professional purchasing • Many buying influences • Multiple sales calls • Derived demand • Inelastic demand • Fluctuating demand • Geographically concentrated buyers • Direct purchasing
- 9. Buying Situation • Straight rebuy • Reordering of supplies on a routine basis, usually with current suppliers and automatic reorders • Modified rebuy • The buyer wants to change the product specs, prices, delivery, etc. This usually opens the door to out suppliers • New task • Buys a new product or service for the first time
- 11. The Buying Center • Initiators: Those who request that something be purchased. • Users: Those who will use the product or service. In many cases, the users initiate the buying proposal. • Influences: People who influence the buying decision by defining specifications and providing information for evaluating alternatives. Technical personnel are particularly important influences. • Decider: People who decide on product requirements and or on suppliers. • Approvers: People who authorize the proposed actions of deciders or buyers. • Buyers: People who have formal authority to select the supplier and arrange the purchase terms. • Gatekeepers: People who have the power to prevent sellers or information from reaching to members of the buying center. e.g. purchasing agents, receptionists, and telephone operators may prevent sales
- 12. Concerns to Business Marketers • Who are the major decision participants? • What decisions do they influence? • What is their level of influence? • What evaluation criteria do they use?
- 13. Stages in the Buying Process: Buy phases 1.Problem recognition: Someone identifies that a problem can be solved by purchasing a new good or service 2.General need description: Buyer determines the items characteristics and quantities needed 3.Product specification: (PVA) Product Value Analysis, reducing the cost to make a product 4.Supplier search: The buyer reaches out to suppliers or auction sites
- 14. Stages in the Buying Process: Buy phases 5.Proposal solicitation: Not all buyers ask for an RFP (Request for Proposals) but government buyers must 6.Supplier selection: Final suppliers selected from the field and chosen by the buying process 7.Order-routine specification: The final order is placed with all details listed • MRO: Maintenance, Repair, Operations 8.Performance review: Evaluating suppliers in a structured process, or less structured, depending on the business