m201 Final PrepOrganizations as Customers
Terms
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- any marketing not directed to ultimate consumer
- Business Marketing
- firms that are reprocessing the marketed product exmp telephone cables
- Industrial Firms
- organization that is a holding ground for a product, buys and resells without reprocessing exmp: college textbook sellers
- Resellers
- demand for industrial products and services is derived from consumer products and services
- Derived Demand
- Size of an order or purchase in an organizational buying situation
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-typically much larger than in consumer buying
-since $ values of single orders can be millions of dollars, often VP or the President of the company have to approve the transaction - number of potential buyers in a organizational buying situation
- typically less than in a consumer transaction
- Organizational Buying Objectives
- organizations buy products to help them drill down costs to increase profits
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-organizational buying centers are much more complex than simple consumer transactions
-the group of people who participate in the buying process and share common goals, risks, and knowledge important to a purchase decision
________=procurement - buying center
- Roles in the Buying Center
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users
influencers
buyers
deciders
gatekeepers