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9 Cards in this Set
- Front
- Back
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Buying center
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those in a company collectively involved in purchase decision
i. This is who the marketer focuses on |
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Industrial vs consumer marketing
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a. Industrial demand is driven by consumer demand
b. Product complexity – the products they sale are complex c. Buyer-seller interdependence i. Seller relies on buyers success to stay in business ii. Buyer relies on seller for maintenance, inventory replenishment, etc.. d. Buying process complexity – i. Selling to the buying center ii. Companies buy differently |
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Who are the Customers
- industrial segmentation |
i. Demographic – company size, industry, location, # of employees
ii. Operating variables – what tech do they use, do they need yours iii. Purchasing approaches – bidding, centralized purchasing, purchasing in each division iv. Situational factors – delivery speed needs, order size, use of the product v. Personal characteristics – is the company risk taker to buy a new technology |
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Who are the customers
- Vertical vs horizontal segments |
i. Veritcal = Company focuses marketing on a particular industry
ii. Horizontal -= across industries |
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Who are the Customers
- buy classes |
i. Straight rebuy- they keep purchansing same thing regularly
ii. Modified rebuy iii. New task purchase |
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Why do customers buy?
- oranization buying stages |
Organizational buying stages
i. Identify need ii. Determine characterstics iii. Establish specifications iv. Identify potential sources v. Request proposals vi. Evaluate proposals vii. Select supplier viii. Make post purchase evaluation |
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Why do customers buy
- the buying center |
i. The initiator – 1st recognizes the need
ii. The influencers – influence on which supplier to use iii. Decider – iv. Purchase v. Users |
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Types of business customers
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a. OEM’s (original equipment manufacturer)
b. Wholesalers c. Government d. Institutions – churches, unions |
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The chasm
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a. The pragmatists (early majority) don’t trust the visionaries (early adoptors)
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