Marketing Management Ch. 4 & Ch. 5

Front 1

Marketing to producers and intermediaries.

Back 1

Business-to-business

Front 2

Those who have the formal authority and responsibility to select the supplier and negotiate the terms of the contract.

Back 2

Buyers

Front 3

Individuals who have the formal or informal power to select or approve the supplier that receives the contract.

Back 3

Deciders

Front 4

Those who control the flow of information in the buying center.

Back 4

Gatekeepers

Front 5

Those who start the purchasing process by recognizing a need or problem in the organization.

Back 5

Initiators

Front 6

Those who purchase products to resell at a profit.

Back 6

Intermediaries

Front 7

In this type of organization, individuals express a strong commitment to tradtionally accepted behavior and behave accordingly.

Back 7

Lethargic organization

Front 8

This type of purchase involves considering a limited number of alternatives before making a selection.

Back 8

Modified rebuys

Front 9

This type of purchase involves an extensive search for information and a formal decision process.

Back 9

New task purchases

Front 10

3 primary factors that influence the purchasing process:

1. orientation

2. size

3. degree of centralization

Back 10

Organization-specific factors

Front 11

Roles in organizational buying in which representatives from different functional departments play various roles in the process.

Back 11

Purchasing roles

Front 12

A current trend in many organizations in which all of a particular type of product is purchased from a single supplier.

Back 12

Sole sourcing

Front 13

The simplest and most common type of purchase, which involves routinely reordering from the same supplier a product that has been purchased in the past.

Back 13

Straight rebuy

Front 14

The design of the organizational environment and how it affects the purchasing process, including purchasing roles, organization-specific factors, and purchasing policies and procedures.

Back 14

Structural influences

Front 15

The people in the organization who actually use the product, for example, an assistant who would use a new word processor.

Back 15

Users

Front 16

An approach in which the marketing manager has decided on the appropriate basis for segmentation in advance of doing any research on a market.

Back 16

A Priori Segmentation

Front 17

The belief that the benefits that people are seeking in consuming a given product are the basic reasons for the existence of true market segments.

Back 17

Benefit Segmentation

Front 18

Identifies specific households in a market by focusing on local neighborhood geography (such as zip codes) to create classifications of actual, addressable, mappable neighborhoods where consumbers live and shop.

Back 18

Geodemographic segmentation

Front 19

Represents primary motivations and includes 3 different types. Consumers driven by knowledge and principles are motivated primarily by ideals.

Back 19

Horizontal dimension

Front 20

The process of diving a market into groups of similar consumbers and selecting the most appropriate group(s) for the firm to serve.

Back 20

Market segmentation

Front 21

An approach in which people are grouped into segments on the basis of research findings.

Back 21

Post hoc segmentation

Front 22

A visual depicition of customer perceptions of competitive products, brands, or models.

Back 22

Positioning Map

Front 23

Focuses on consumer lifestyles. Consumers are first asked a variety of questions about their lifestyles and then grouped on the basis of the similarity of their responses.

Back 23

Psychographic segmentation

Front 24

Segments people based on the degree to which they are innovative and have resources such as income, education, self-confidence, intelligence, leadership skills, and energy.

Back 24

Vertical dimension