ORGANIZATIONAL MARKETS AND BUYER BEHAVIOR

ORGANIZATIONAL MARKETS AND BUYER BEHAVIOR

CHAPTER 6

• Industrial Markets Industrial firms

• Reseller Market Resellers

• Government Markets Government Units

• Global Organizational Markets

THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS

CHARACTERISTICS OF ORGANIZATIONAL BUYING

• Demand Characteristics Derived demand

• Size of the Order or Purchase

• Number of Potential Buyers

• Organizational Buying Objectives

• Organizational Buying Criteria ISO 9000 Reverse marketing

• Buyer-Seller Relationships and Supply Partnerships Reciprocity Supply partnership

CHARACTERISTICS OF ORGANIZATIONAL BUYING

• The Buying Center: A Cross-Functional Group

• People in the Buying Center

• Roles in the Buying Center

• Buying Situations and the Buying Center Buy classes

CHARACTERISTICS OF ORGANIZATIONAL BUYING

Comparing the consumer & organizational purchases

• Prominence of Online Buying in Organizational Markets

• E-Marketplaces: Virtual Organizational Markets

• Online Auctions in Organizational Markets Traditional auction

Reverse auction

ONLINE BUYING IN ORGANIZATIONAL MARKETS