1. McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

2. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO:
Distinguish among industrial, reseller, and government organizational markets.
LO2
Describe the key characteristics of organizational buying that make it different from consumer buying.
6-2

3. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO:
Explain how buying centers and buying situations influence organizational purchasing.
LO4
Recognize the importance and nature of online buying in industrial, reseller, and government organizational markets.
6-3

4. BUYING IS MARKETING, TOO! PURCHASING PUBLICATION PAPER AT JCPENNEY
6-4

5. THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS
LO1
Business Marketing
Organizational Buyers
Industrial Markets (Industrial Firms)
Reseller Markets (Resellers)
Government Markets (Government Units)
Wholesalers
Retailers
Global Organizational Markets
6-5

6. FIGURE 6-A Type and number of organization establishments in the U. S
6-6

7. North American Industry Classification System (NAICS)
MEASURING DOMESTIC AND GLOBAL INDUSTRIAL, RESELLER, AND GOVERNMENT MARKETS
LO1
North American Industry Classification System (NAICS)
North American Product Classification System (NAPCS)
6-7

8. FIGURE 6-2 Key characteristics and dimensions of organizational buying behavior
6-8

9. CHARACTERISTICS OF ORGANIZATIONAL BUYING
LO2
Derived Demand
Size of Order or Purchase
Number of Potential Buyers
Organizational Buying Objectives
Profits
Efficiency
Women/Minority Suppliers/Vendors
Environment
6-9

10. Organizational Buying Criteria
FIGURE 6-B Key organizational buying criteria
Organizational Buying Criteria
6-10

11. CHARACTERISTICS OF ORGANIZATIONAL BUYING
LO2
ISO 9000
Supplier Development
Just-in-Time (JIT)
6-11

12. CHARACTERISTICS OF ORGANIZATIONAL BUYING
LO2
Buyer-Seller Relationships and Supply Partnerships
Reciprocity
Supply Partnership
Sustainable Procurement
6-12

13. CHARACTERISTICS OF ORGANIZATIONAL BUYING
THE BUYING CENTER
LO3
Buying Center
Buying Committee
People in the Buying Center
Roles in the Buying Center
Users
Deciders
Influencers
Gatekeepers
Buyers
6-13

14. CHARACTERISTICS OF ORGANIZATIONAL BUYING THE BUYING CENTER
LO3
Buy Classes
Straight Rebuy
Modified Rebuy
New Rebuy
6-14

15. FIGURE 6-3 The buying situation affects buying center behavior in different ways
6-15

16. Organizational Buying Behavior
CHARTING THE ORGANIZATIONAL BUYING PROCESS
STAGES IN THE ORGANIZATIONAL BUYING PROCESS
LO3
Organizational Buying Behavior
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Postpurchase Behavior
6-16

17. FIGURE 6-4 Comparing the stages in a consumer and organizational purchase decision process
6-17

18. Problem Recognition Information Search
CHARTING THE ORGANIZATIONAL BUYING PROCESS
BUYING A MACHINE VISION SYSTEM
LO3
Problem Recognition
Make-Buy Decision
Information Search
Value Analysis
6-18

19. Alternative Evaluation
CHARTING THE ORGANIZATIONAL BUYING PROCESS
BUYING A MACHINE VISION SYSTEM
LO3
Alternative Evaluation
Bidder’s List
Purchase Decision
Postpurchase Behavior
6-19

20. ONLINE BUYING IN ORGANIZATIONAL MARKETS
LO4
Prominence of Online Buying in Organizational Markets
E-marketplaces
Online Auctions in Organizational Markets
Traditional Auction
Reverse Auction
6-20

21. FIGURE 6-6 How buyer and seller participants and price behavior differ by type of online auction
6-21