Lecture on Organizational Markets and Buyer Behavior www

Lecture on Organizational Markets and Buyer Behavior www. assignmentpoint. com

THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS • Business marketing • Organizational buyers

Type and number of US organizational customers

THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS • Industrial Markets § Industrial firms • Reseller Market § Resellers • Government Markets § Government Units • Global Organizational Markets

MEASURING DOMESTIC AND GLOBAL INDUSTRIAL, RESELLER, AND GOVERNMENT MARKETS • North American Industry Classification System

NAICS breakdown for information industries sector: NAICS code 51 (abbreviated)

CHARACTERISTICS OF ORGANIZATIONAL BUYING

CHARACTERISTICS OF ORGANIZATIONAL BUYING • Demand Characteristics § Derived demand • Size of the Order or Purchase • Number of Potential Buyers • Organizational Buying Objectives

CHARACTERISTICS OF ORGANIZATIONAL BUYING • Organizational Buying Criteria § ISO 9000 § Reverse marketing

CHARACTERISTICS OF ORGANIZATIONAL BUYING • Buyer-Seller Relationships and Supply Partnerships § Reciprocity § Supply partnership

CHARACTERISTICS OF ORGANIZATIONAL BUYING • The Buying Center: A Cross. Functional Group • People in the Buying Center • Roles in the Buying Center • Buying Situations and the Buying Center § Buy classes

How they buying situation affects buying center behavior

CHARTING THE ORGANZATIONAL BUYING PROCESS • Stages in the Organizational Buying Process § Organizational buying behavior

CHARTING THE ORGANZATIONAL BUYING PROCESS • Problem Recognition § Make-buy decision • Information Search § Value analysis

Comparing the stages in consumer and organizational purchases

CHARTING THE ORGANZATIONAL BUYING PROCESS • Alternative Evaluation § Bidder’s list • Purchase Decision • Postpurchase Behavior

ONLINE BUYING IN ORGANIZATIONAL MARKETS • Prominence of Online Buying in Organizational Markets • E-Marketplaces: Virtual Organizational Markets • Online Auctions in Organizational Markets

How buyer and seller participants and price behavior differ by type of online auction

ONLINE BUYING IN ORGANIZATIONAL MARKETS • Online Auctions in Organizational Markets § Traditional auction § Reverse auction

Business Marketing Business marketing is the marketing of goods and services to commercial enterprises, governments, and other profit and not-for-profit organizations for use in the creations of goods and services that they then produce and market to other business consumers, as well as individuals and ultimate consumers.

Organizational Buyers Organizational buyers are those manufacturers, wholesalers and retailers, and government agencies that buy goods and services for their own use or for resale.

Industrial Firms Industrial firms reprocess a product or service they buy before selling it again to the next buyer.

Resellers Wholesalers and retailers who buy physical products and resell them again without an reprocessing are resellers.

Government Units Government units are the federal, state, and local agencies that buy goods and services for the constituents they serve.

North American Industry Classification Systems The North American Industry Classification System (NAICS) provides common industry definitions for Canada, Mexico, and the United States.

Derived Demand Derived demand means that the demand for industrial products and services is driven by, or derived from, demand for consumer products and services.

Organizational Buying Criteria Organizational buying criteria are the objective attributes of the supplier’s products and services and the capabilities of the supplier itself.

ISO 9000 standards are standards for registration and certification of a manufacturer’s quality management and assurance system based on an on-site audit of practices and procedures.

Reverse Marketing Reverse marketing involves the deliberate effort by organizational buyers to build relationships that shape suppliers’ products services, and capabilities to fit a buyer’s needs and those of its customers.

Reciprocity is an industrial buying practice in which two organization agree to purchase each other’s products and services.

Supply Partnership A supply partnership exists when a buyer and its supplier adopt mutually beneficial objectives, policies, and procedures for the purpose of lowering the cost and/or increasing the value of products and services delivered to the ultimate consumer.

Buying Center A buying center is made up of several people in an organization who participate in the buying process.

Buy Classes Buy classes are straight rebuy, modified rebuy, and new buy.

Organizational Buying Behavior Organizational buying behavior is the decisionmaking process that organizations use to establish the need for products and services and identify, evaluate, and chose among alternative brands and suppliers.

Make-Buy Decision A make-buy decision is an evaluation of whether components and assemblies will be purchased form outside suppliers or built by the company itself.

Value Analysis Value analysis is the systematic appraisal of the design, quality, and performance of a product to reduce purchasing costs.

Bidder’s List A bidder’s list is a list of firms believed to be qualified to supply a given item.

E-Marketplaces E-marketplaces are online trading communities that bring together buyer and seller organizations.

Traditional Auction In a traditional auction a seller puts an item up for sale and would-be buyers are invited to bid in competition with each other.

Reverse Auction In a reverse auction, a buyer communicates a need for a product of service and would-be suppliers are invited to bid in competition with each other.