Chapter 6 - Understanding organizations as customers. 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; explain how buying centers and buying situations influence organizational purchasing; recognize the importance and nature of online buying in organizational markets.
Trang 1Copyright © 2015 McGrawHill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGrawHill Education.
Trang 2LO 6-2
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO:
LO 6-1 Distinguish among industrial, reseller,
and government organizational markets.
Describe the key characteristics of organizational buying that make it different from consumer buying.
Trang 3LO 6-4
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO:
LO 6-3 Explain how buying centers and
buying situations influence organizational purchasing.
Recognize the importance and nature
of online buying in industrial, reseller, and government organizational
markets.
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Trang 4BUYING IS MARKETING TOO! PURCHASING
PUBLICATION PAPER FOR JCPENNEY
Trang 5THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS
• Government Markets (Government Agencies)
• Global Organizational Markets
Retailers
Wholesalers
65
Trang 6FIGURE 6-A Type and number of organization
establishments in the U.S.: 2007
Trang 7MEASURING DOMESTIC AND GLOBAL
INDUSTRIAL, RESELLER, AND GOVERNMENT MARKETS
67
Trang 8FIGURE 6-1 NAICS breakdown for the
information industries sector: NAICS code 51
Trang 9FIGURE 6-2 Key characteristics and
dimensions of organizational buying behavior
69
Trang 10CHARACTERISTICS OF ORGANIZATIONAL BUYING
LO 6-2
• Profits • Efficiency
• Women/Minority Suppliers/Vendors
• Environment/
Sustainability
Trang 11MARKETING INSITE
Supplier Diversity is a Strategic Initiative at AT&T
LO 6-2
611
Trang 12CHARACTERISTICS OF ORGANIZATIONAL BUYING
ORGANIZATIONAL BUYING CRITERIA
Trang 13FIGURE 6-B Key organizational buying criteria
613
Trang 14CHARACTERISTICS OF ORGANIZATIONAL BUYING
BUYER-SELLER RELATIONSHIPS & SUPPLY PARTNERSHIPS
LO 6-2
Trang 15MARKETING MATTERS
Milsco Mfg.—Delivering a Great Ride
for Customers’ Seats
LO 6-2
615
Trang 16MAKING RESPONSIBLE DECISIONS
Sustainable Procurement for Sustainable Growth
LO 6-2
Starbucks
Trang 17CHARACTERISTICS OF ORGANIZATIONAL BUYING
THE BUYING CENTER
LO 6-3
Trang 18CHARACTERISTICS OF ORGANIZATIONAL BUYING
THE BUYING CENTER
Trang 19FIGURE 6-3 The buying situation affects
buying center behavior in different ways
619
Trang 20CHARACTERISTICS OF ORGANIZATIONAL BUYING
STAGES IN THE ORGANIZATIONAL BUYING PROCESS
Trang 21FIGURE 6-4 Comparing the stages in a
consumer and organizational purchase
decision process
621
Trang 22CHARACTERISTICS OF ORGANIZATIONAL BUYING
BUYING A MACHINE VISION SYSTEM
Trang 23CHARACTERISTICS OF ORGANIZATIONAL BUYING
BUYING A MACHINE VISION SYSTEM
Trang 24FIGURE 6-5 Product and supplier selection
criteria for buying machine vision equipment
emphasize factors other than price
An optic component in a larger
machine vision system for soft drink cans
Percentage of machine vision buyers citing individual selection criteria
Trang 25ONLINE BUYING IN ORGANIZATIONAL MARKETS
Trang 26MARKETING MATTERS
eBay Means Business for Entrepreneurs
LO 6-4
Trang 27FIGURE 6-6 How buyer and seller participants
and price behavior differ by type of online
auction
627
Trang 28TREK: BUILDING BETTER BIKES THROUGH
ORGANIZATIONAL BUYING
VIDEO CASE 6