tailieunhanh - Lecture Marketing (11/e): Chapter 6 – Kerin, Hartley, Rudelius

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;. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, 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 LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: 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. LO4 BUYING PUBLICATION PAPER IS A SERIOUS MARKETING RESPONSIBILITY AT JCPENNEY Business Marketing THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS LO1 Organizational Buyers Industrial Markets (Industrial Firms) Reseller Markets (Resellers) Government Markets (Government Units) Global Organizational Markets Retailers Wholesalers FIGURE 6-A Type | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, 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 LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: 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. LO4 BUYING PUBLICATION PAPER IS A SERIOUS MARKETING RESPONSIBILITY AT JCPENNEY Business Marketing THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS LO1 Organizational Buyers Industrial Markets (Industrial Firms) Reseller Markets (Resellers) Government Markets (Government Units) Global Organizational Markets Retailers Wholesalers FIGURE 6-A Type and number of organization establishments in the .: 2007 MEASURING DOMESTIC AND GLOBAL INDUSTRIAL, RESELLER, AND GOVERNMENT MARKETS LO1 North American Industry Classification System (NAICS) North American Free Trade Agreement (NAFTA) FIGURE 6-1 NAICS breakdown for the information industries sector: NAICS code 51 (abbreviated) FIGURE 6-2 Key characteristics and dimensions of organizational buying behavior 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 GOING ONLINE Supplier Diversity is a Strategic Initiative at AT&T LO2 FIGURE 6-B Key organizational buying criteria Organizational Buying Criteria CHARACTERISTICS OF ORGANIZATIONAL BUYING LO2 Just-in-Time (JIT) ISO 9000 Supplier Development MARKETING MATTERS Harley-Davidson’s Supplier Collaboration Creates Customer Value and a Great Ride LO2