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20 Cards in this Set
- Front
- Back
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organizational buying
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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
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Business market
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all the organizations that acquire goods and services used in the production of other products that are sold to others
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difference between business marketer and consumer marketer:
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fewer, larger buyers, close supplier-customer relationship, professional purchasing, multiple buying influences, multiple sales calls, derived demand, inelastic demand, fluctuating demand, geographically centered buyers, direct purchasing.
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Buying situations
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straight rebuy, modified rebuy, new task.
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initiators
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users or others in the organization that request something be purchased
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users
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those who will use the product or service
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influencers
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people who influence the buying decision
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deciders
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people who decide on product requirements or supplies
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approvers
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people who authorize the proposed actions of deciders or buyers
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buyers
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people who have the formal authority to select the supplier and arrange purchase terms
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gatekeepers
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people who have the power to prevent sellers or information from reaching members of the buying center.
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stages in the buying process
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1. problem recognition 2. general need description
3. product specification 4. supplier search 5. proposal solicitation 6. supplier selection 7. order-routine specification 8. performance review |
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catalog sites
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software to allow the purchase of thousands of items
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vertical markets
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specialized websites for price comparison
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"pure play" auction sites
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auction site
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spot (or exchange) markets
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commodities trading site
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private exchanges
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special invited groups
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barter markets
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trade goods or services
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buying alliances
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companies forming a group to gain deeper discounts
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direct extranet links to major suppliers
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larger suppliers
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