The document discusses market structures, buying behaviors, and the e-learning market. It describes B2B, B2C, and C2C models and differences between organizational and individual buying. Key aspects of organizational buying processes and criteria are outlined. The e-learning market is segmented into content, tools, mentoring, and know-how. Blackboard targets the content and tools segments by providing course management systems, content management, and learning management systems.

1. Market structure & Buying behavior

2. Agenda of session B2B, B2C and C2C Organizational buying behavior Buyer seller partnership Organizational buying process Who does buy in the organization? E-Learning market structure E-learning market segmentation

3. B2B versus consumer B2B Consumer Demand Organizational Individual Volume Larger Smaller Customers No Fewer Many Distribution More direct More indirect Nature of buy More professional More personal Negotiations Complex Simple Leasing Greater Lesser Promotion Personal Advertising

4. Organizational Buying Criteria Price. Ability to meet the quality specifications required for the item. Ability to meet required delivery schedules. Technical capability. Warranties and claim policies in the event of poor performance. Past performance on previous contracts. Production facilities and capacity.

5. Forms of buying behaviors Product marketing Reverse marketing: Transforming and communicating buying criteria into specific requirements Building relationships that shape suppliers to fit a buyer's needs and those of its customers Customization Mass customization

6. Buyer seller partnership Accountable Proactive Partnership Few customers/ distributors Reactive Accountable Proactive Medium customers/ distributors Basic or reactive Reactive Accountable Many customers/ distributors Low margin Medium margin High margin

7. Organizational buying process Problem recognition Information search Post purchase decision Evaluate alternatives Purchase decision The campus want to improve its academic performance and income without investing much money Internet, fairs, magazines, colleges, friends….etc For features, quality, price, terms, commitment…etc Negotiate terms and prices Future purchases, drop supplier, suggest …etc

8. Who does buy in the organization? User Gatekeeper Decider Initiator Buyer Influencer Buying center

9. Buying status New buy Straight re-buy Modified re-buy

10. E-Learning market structure Content Tools Mentoring Know how

11. E-Learning market structure Content VCR Mentoring Know how CMS CA Assessment bldg. tools LMS

12. E-learning market segmentation

13. Assignment Describe the market structure targeted by Blackboard company according to what you learned in today

14. Thanks