Professional Documents
Culture Documents
Kotler
Koshy
Keller
Jha
Chapter Questions
What is the business market, and how
does it differ from the consumer market?
What buying situations do organizational
buyers face?
Who participates in the business-tobusiness buying process?
7-2
Chapter Questions
How do business buyers make their
decisions?
How can companies build strong
relationships with business customers?
How do institutional buyers and
government agencies do their buying?
7-3
Organizational Buying
Decision-making process by which
formal organizations establish the
need for purchased products and
services, and identify
evaluate, and choose among
alternative brands and suppliers.
7-4
Characteristics of Business
Markets
Derived demand
Inelastic demand
Fluctuating demand
Geographically
concentrated buyers
Direct purchasing
7-5
Buying Situation
Straight rebuy
Modified rebuy
New task
7-6
7-7
7-8
Price-oriented
Solution-oriented
Gold-standard
Strategic-value
7-9
7-10
Purchasing Orientations
Buying
Procurement
Supply chain management
7-11
7-12
Methods of e-Procurement
Websites organized using vertical hubs
Websites organized using functional hubs
Direct extranet links to major suppliers
Buying alliances
Company buying sites
7-13
7-14
Internal engineering
assessment
Field value-in-use
assessment
Focus-group value
assessment
Direct survey
questions
Conjoint analysis
Benchmarks
Compositional
approach
Importance ratings
7-15
7-16
7-17
7-18
Factors Affecting
Buyer-Supplier Relationships
Availability of alternatives
Importance of supply
Complexity of supply
Supply market dynamism
7-19
Categories of Buyer-Seller
Relationships
Cooperative systems
Collaborative
Mutually adaptive
Customer is king
7-20
Opportunism
7-21