ORGANIZATIONAL MARKETS AND BUYER BEHAVIOR CHAPTER 6.

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Presentation transcript:

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

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