tailieunhanh - Lecture Marketing (12/e): Chapter 6 – Kerin, Hartley, Rudelius

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. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 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. 6- LO 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. 6- BUYING IS MARKETING TOO! PURCHASING PUBLICATION PAPER FOR JCPENNEY 6- THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS LO 6-1 Business Marketing Organizational Buyers Industrial Markets (Industrial Firms) Reseller Markets (Resellers) Government Markets (Government . | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 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. 6- LO 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. 6- BUYING IS MARKETING TOO! PURCHASING PUBLICATION PAPER FOR JCPENNEY 6- THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS LO 6-1 Business Marketing Organizational Buyers Industrial Markets (Industrial Firms) Reseller Markets (Resellers) Government Markets (Government Agencies) Global Organizational Markets Retailers Wholesalers 6- FIGURE 6-A Type and number of organization establishments in the .: 2007 6- MEASURING DOMESTIC AND GLOBAL INDUSTRIAL, RESELLER, AND GOVERNMENT MARKETS LO 6-1 North American Industry Classification System (NAICS) North American Free Trade Agreement (NAFTA) 6- FIGURE 6-1 NAICS breakdown for the information industries sector: NAICS code 51 6- FIGURE 6-2 Key characteristics and dimensions of organizational buying behavior 6- CHARACTERISTICS OF ORGANIZATIONAL BUYING LO 6-2 Derived Demand Size of Order or Purchase Number of Potential Buyers Organizational Buying Objectives Profits Efficiency Women/Minority Suppliers/Vendors Environment/ Sustainability 6- MARKETING INSITE Supplier Diversity is a Strategic Initiative at AT&T LO 6-2 6- CHARACTERISTICS OF ORGANIZATIONAL BUYING ORGANIZATIONAL BUYING CRITERIA LO 6-2 ISO 9000 Supplier Development Organizational Buying Criteria 6- FIGURE 6-B Key .