Government Markets - McGraw-Hill

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Oct 19, 2013 (3 years and 9 months ago)

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McGraw
-
Hill/Irwin

Copyright © 2013 by The McGraw
-
Hill Companies, Inc. All rights reserved.

LEARNING OBJECTIVES (LO)


AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:

Distinguish among industrial, reseller,
and government organizational
markets.

LO1

Describe the key characteristics of
organizational buying that make it
different from consumer buying.

LO2

5
-
2

LO3

LEARNING OBJECTIVES (LO)


AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:

Explain how buying centers and
buying situations influence
organizational purchasing.

Recognize the importance and nature
of online buying in organizational
markets.

LO4

5
-
3

BUYING PUBLICATION PAPER IS A SERIOUS
MARKETING RESPONSIBILITY AT JCPENNEY

5
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4


Business Marketing

THE NATURE AND SIZE OF
ORGANIZATIONAL MARKETS

LO1


Organizational Buyers


Industrial Markets

(Industrial Firms)


Reseller Markets

(Resellers)


Government Markets

(Government Units)



Retailers



Wholesalers

Mars Curiosity

5
-
5

FIGURE 5
-
A

Type and number of
organization establishments in the U.S.: 2007

5
-
6

MEASURING DOMESTIC AND GLOBAL
INDUSTRIAL, RESELLER, AND

GOVERNMENT MARKETS

LO1


North American

Industry
Classification

System (NAICS)


North American
Free Trade
Agreement
(NAFTA)

5
-
7

FIGURE 5
-
1

NAICS breakdown for the
information industries sector:

NAICS code 51 (abbreviated)

5
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8

FIGURE 5
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2

Key characteristics and
dimensions of organizational buying
behavior

5
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9


Derived Demand


Size of Order or Purchase


Number of Potential Buyers

CHARACTERISTICS OF

ORGANIZATIONAL BUYING

LO2


Organizational Buying Objectives


Profits


Efficiency


Women/Minority

Suppliers/Vendors


Environment

5
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10

CHARACTERISTICS OF

ORGANIZATIONAL BUYING

LO2


Supplier Development


Organizational Buying Criteria

5
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11

MARKETING MATTERS

Harley
-
Davidson

猠卵灰汩l爠䍯汬慢潲慴楯渠
Creates Customer Value…and a Great Ride

LO2

5
-
12

FIGURE 5
-
3

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

5
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13

CHARACTERISTICS OF

ORGANIZATIONAL BUYING

LO2


Buyer
-
Seller Relationships and
Supply Partnerships


Reciprocity


Supply Partnership


Sustainable Procurement

5
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14

MAKING RESPONSIBLE DECISIONS

Sustainable Procurement for Sustainable Growth

LO2

Starbucks

5
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15


Alternative Evaluation

CHARTING THE

ORGANIZATIONAL BUYING PROCESS

STAGES IN THE ORGANIZATIONAL BUYING PROCESS

LO3


Organizational Buying Behavior


Purchase Decision


Problem Recognition


Information Search


Postpurchase Behavior

5
-
16

FIGURE 5
-
4

Comparing the stages in a
consumer and organizational purchase
decision process

5
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17

CHARACTERISTICS OF

ORGANIZATIONAL BUYING

THE BUYING CENTER

LO3


Buying Center


Buying Committee


People in the Buying Center


Roles in the Buying Center


Users


Influencers


Buyers


Deciders


Gatekeepers

5
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18

CHARACTERISTICS OF

ORGANIZATIONAL BUYING

THE BUYING CENTER

LO3


Buy Classes


Straight Rebuy


Modified Rebuy


New Rebuy

5
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19

FIGURE 5
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5

The buying situation affects
buying center behavior in different ways

5
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20


Prominence of Online Buying

in Organizational Markets

ONLINE BUYING IN

ORGANIZATIONAL MARKETS

LO4


E
-
marketplaces


Online Auctions in
Organizational Markets


Traditional Auction


Reverse Auction

Agentrics

Video

5
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21

MARKETING MATTERS

eBay Means Business for Entrepreneurs

LO4

5
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22

FIGURE 5
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6

How buyer and seller
participants and price behavior differ by
type of online auction

5
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23