Bài giảng Marketing - Chapter 6

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: Distinguish among industrial, reseller, and government organizational markets. Describe the key characteristics of organizational buying that make it different from consumer buying.

ppt28 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 42 | Lượt tải: 0download
Bạn đang xem trước 20 trang tài liệu Bài giảng Marketing - Chapter 6, để xem tài liệu hoàn chỉnh bạn click vào nút DOWNLOAD ở trên
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LO 6-2LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO:LO 6-1Distinguish among industrial, reseller, and government organizational markets.Describe the key characteristics of organizational buying that make it different from consumer buying.6-*LO 6-4LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO:LO 6-3Explain how buying centers and buying situations influence organizational purchasing.Recognize the importance and nature of online buying in industrial, reseller, and government organizational markets.6-*BUYING IS MARKETING TOO! PURCHASING PUBLICATION PAPER FOR JCPENNEY6-*THE NATURE AND SIZE OF ORGANIZATIONAL MARKETSLO 6-1Business MarketingOrganizational BuyersIndustrial Markets (Industrial Firms)Reseller Markets (Resellers)Government Markets (Government Agencies)Global Organizational Markets Retailers Wholesalers6-*FIGURE 6-A Type and number of organization establishments in the U.S.: 20076-*MEASURING DOMESTIC AND GLOBAL INDUSTRIAL, RESELLER, AND GOVERNMENT MARKETSLO 6-1North American Industry Classification System (NAICS)North American Free Trade Agreement (NAFTA)6-*FIGURE 6-1 NAICS breakdown for the information industries sector: NAICS code 516-*FIGURE 6-2 Key characteristics and dimensions of organizational buying behavior 6-*CHARACTERISTICS OF ORGANIZATIONAL BUYINGLO 6-2Derived DemandSize of Order or PurchaseNumber of Potential BuyersOrganizational Buying ObjectivesProfitsEfficiencyWomen/Minority Suppliers/VendorsEnvironment/ Sustainability6-*MARKETING INSITE Supplier Diversity is a Strategic Initiative at AT&TLO 6-26-*CHARACTERISTICS OF ORGANIZATIONAL BUYINGORGANIZATIONAL BUYING CRITERIALO 6-2ISO 9000Supplier DevelopmentOrganizational Buying Criteria6-*FIGURE 6-B Key organizational buying criteria6-*CHARACTERISTICS OF ORGANIZATIONAL BUYINGBUYER-SELLER RELATIONSHIPS & SUPPLY PARTNERSHIPSLO 6-2Supply PartnershipSustainable ProcurementReciprocity6-*MARKETING MATTERS Milsco Mfg.—Delivering a Great Ride for Customers’ SeatsLO 6-26-*MAKING RESPONSIBLE DECISIONS Sustainable Procurement for Sustainable GrowthLO 6-2Starbucks6-*CHARACTERISTICS OF ORGANIZATIONAL BUYINGTHE BUYING CENTERLO 6-3Buying CenterBuying CommitteePeople in the Buying CenterRoles in the Buying CenterUsersInfluencersBuyersDecidersGatekeepers6-*CHARACTERISTICS OF ORGANIZATIONAL BUYINGTHE BUYING CENTERLO 6-3Buy ClassesStraight RebuyModified RebuyNew Rebuy6-*FIGURE 6-3 The buying situation affects buying center behavior in different ways 6-*CHARACTERISTICS OF ORGANIZATIONAL BUYINGSTAGES IN THE ORGANIZATIONAL BUYING PROCESSLO 6-3Organizational Buying BehaviorInformation SearchAlternative EvaluationPurchase DecisionPostpurchase BehaviorProblem Recognition6-*FIGURE 6-4 Comparing the stages in a consumer and organizational purchase decision process6-*CHARACTERISTICS OF ORGANIZATIONAL BUYINGBUYING A MACHINE VISION SYSTEMLO 6-3Problem RecognitionMake-Buy DecisionInformation SearchValue Analysis6-*CHARACTERISTICS OF ORGANIZATIONAL BUYINGBUYING A MACHINE VISION SYSTEMLO 6-3Alternative EvaluationBidder’s ListPurchase DecisionPostpurchase Behavior6-*FIGURE 6-5 Product and supplier selection criteria for buying machine vision equipment emphasize factors other than priceAn optic component in a larger machine vision system for soft drink cansPercentage of machine vision buyers citing individual selection criteria6-*ONLINE BUYING INORGANIZATIONAL MARKETSLO 6-4Prominence of Online Buying in Organizational MarketsE-marketplacesOnline Auctions in Organizational MarketsTraditional AuctionReverse Auction6-*MARKETING MATTERS eBay Means Business for EntrepreneursLO 6-46-*FIGURE 6-6 How buyer and seller participants and price behavior differ by type of online auction 6-*TREK: BUILDING BETTER BIKES THROUGH ORGANIZATIONAL BUYINGVIDEO CASE 66-*
Tài liệu liên quan