lecture 5 marketing tactics
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Marketing TacticsTRANSCRIPT
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-*
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Analyzing Business Markets
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-*
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What is Organizational Buying?Organizational buying refers to 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.
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-*
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Characteristics of Business MarketsFewer, larger buyersClose supplier-customer relationshipsProfessional purchasingMany buying influences
Multiple sales callsDerived demandInelastic demandFluctuating demandGeographically concentrated buyersDirect purchasing
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-*
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Buying SituationStraight rebuyModified rebuyNew task
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-*
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The Buying CenterInitiatorsUsersInfluencersDecidersApproversBuyersGatekeepers
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-*
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Of Concern to Business MarketersWho are the major decision participants?What decisions do they influence?What is their level of influence?What evaluation criteria do they use?
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-*
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Stages in the Buying Process: BuyphasesProblem recognitionGeneral need descriptionProduct specificationSupplier searchProposal solicitationSupplier selectionOrder-routine specificationPerformance review
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-*
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Vendor Analysis
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Handling Price-Oriented CustomersLimit quantity purchasedAllow no refundsMake no adjustmentsProvide no services
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-*
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