书Chapter07.ppt

1、,For use only with Perreault and McCarthy texts. 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin,CHAPTER SEVENBusiness and Organizational Customers and Their Buying Behavior,1. Know who the business and organizational customers are. 2. See why multiple influence is common in business and organiza

2、tional purchase decisions. 3. Understand the problem-solving behavior of organizational buyers. 4. Understand the different types of buyer-seller relationships and their benefits and limitations. 5. Know the basic e-commerce methods used in organizational buying., 2005 McGraw-Hill Companies, Inc., M

3、cGraw-Hill/Irwin,When we finish this lecture you should,6. Know about the number and distribution of manufacturers and why they are an important customer group. 7. Know how buying by service firms, retailers, wholesalers, and governments is similar toand different frombuying by manufacturers., 2005

4、McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,When we finish this lecture you should, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Business and Organizational Customers A Big Opportunity,Exhibit 7-1,All Business and Organizational Customers, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwi

5、n,Organizational Customers Are Different,+, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Specifications and Quality,Specifications Describe the Need, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Many Different People May Influence a Decision,Exhibit 7-2,Why is it important for marketer

6、s to establish a good rapport with gatekeepers when selling or marketing to organizations?, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Organizational Buyers Are Problem Solvers,Exhibit 7-4,Three Levels of Problem Solving Are Useful, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Limite

7、d Problem Solving,If you were selling to an organization, which of the three buying processes would present the easiest opportunity to make a sale? Why? Which buying process would present the greatest challenge? Why?, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Buyer-Seller Relationships in

8、Business Markets,BUT,What factors would contribute to the development of a close partnership between a buyer and seller in the B2B market?, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Relationships Have Many Dimensions,Exhibit 7-6,If you represented an organizational buyer, what types of inf

9、ormation might you be reluctant to share with a supplier? If you represented a supplier, what types of information might you be reluctant to share with a buyer?, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Relationships Have Many Dimensions,Exhibit 7-6,Buyers May Still Use Several Suppliers,

10、Powerful Customer May Control the Relationship,Dynamics of Buyer-Seller Relationships, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Why would a buyers sales department encourage reciprocity? Are there potential ethical problems with this practice?, 2005 McGraw-Hill Companies, Inc., McGraw-Hil

11、l/Irwin,Internet E-Commerce Is Reshaping Many Business Markets,+, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Types of E-Commerce Sites,Exhibit 7-7,Not Many Big Ones,Clustered in Geographic Areas,Manufacturers Are Important Customers, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Produ

12、cers of Services Smaller and More Spread Out,What types of products or services might be purchased by the types of service providers illustrated on this slide?,Buying & Selling Are Closely Related,Some Are Not “Open to Buy”,Reorders Are Straight Rebuys,Buyers Watch Computer Output Closely,Retailers

13、& Wholesalers Buy for Their Customers, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Foreign Governments,Learning Wants,Negotiated Contracts,Rigged Specs?,Competitive Bids,Size + Diversity,The Government Market, 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,1. Like final consumers, organ

14、izations make purchases to satisfy specific needs, but their basic need is for goods and services that will help them satisfy their own customers or clients. 2. A close buyer-seller relationship in a business market may reduce a firms flexibility. 3. Compared to final consumers, manufacturers tend to be more spread out geographically.,True or False,Exercises,1. Regarding selling to organizational buyers, A) the buyers individual needs can be ignored when there is multiple buying influence. B) purchasing managers are usually more emotional than final consumers. C) a purchasing manag