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ORGANIZATIONAL MARKETS AND BUYER BEHAVIOR CHAPTER 6.

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Presentation on theme: "ORGANIZATIONAL MARKETS AND BUYER BEHAVIOR CHAPTER 6."— Presentation transcript:

1 ORGANIZATIONAL MARKETS AND BUYER BEHAVIOR CHAPTER 6

2 Industrial Markets  Industrial firms Reseller Market  Resellers Government Markets  Government Units Global Organizational Markets THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS

3 CHARACTERISTICS OF ORGANIZATIONAL BUYING

4 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

5 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

6 Comparing the consumer & organizational purchases

7 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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