市場營銷第六章(英文)

1、 Copyright 2011 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinLEARNING OBJECTIVES (LO)AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO:Distinguish among industrial, reseller, and government organizational markets.LO1LO1Describe the key characteristics of organizational buying

2、 that make it different from consumer buying.LO2LO2 5-2LO3LO3LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO:Explain how buying centers and buying situations influence organizational purchasing.Recognize the importance and nature of online buying in industrial, reseller, and g

3、overnment organizational markets.LO4LO4 5-3BUYING IS MARKETING, TOO! PURCHASING PUBLICATION PAPER AT JCPENNEY 5-4Business MarketingTHE NATURE AND SIZE OF ORGANIZATIONAL MARKETSLO1LO1Organizational Buyers Industrial Markets(Industrial Firms) Reseller Markets(Resellers) Government Markets(Government U

4、nits) Retailers Wholesalers 5-5 Type and number of organization establishments in the U.S.: 2007 5-6MEASURING DOMESTIC AND GLOBAL INDUSTRIAL, RESELLER, ANDGOVERNMENT MARKETSLO1LO1North AmericanIndustry ClassificationSystem (NAICS) 5-7 NAICS breakdown for the information industries sector:NAICS code

5、51 (abbreviated) 5-8 Key characteristics and dimensions of organizational buying behavior 5-9Derived DemandSize of Order or PurchaseNumber of Potential BuyersCHARACTERISTICS OFORGANIZATIONAL BUYINGLO2LO2Organizational Buying Objectives Profits Efficiency Women/MinoritySuppliers/Vendors Environment 5

6、-10 Key organizational buying criteriaOrganizational Buying Criteria 5-11MARKETING MATTERSHarley-Davidsons Supplier Collaboration Creates Customer Valueand a Great RideLO2LO2 5-12CHARACTERISTICS OFORGANIZATIONAL BUYINGLO2LO2Buyer-Seller Relationships and Supply Partnerships Reciprocity Supply Partne

7、rship Sustainable Procurement 5-13MAKING RESPONSIBLE DECISIONSSustainable Procurement for Sustainable GrowthLO2LO2 5-14 Alternative EvaluationTHE ORGANIZATIONAL BUYING PROCESSAND THE BUYING CENTERSTAGES IN THE ORGANIZATIONAL BUYING PROCESSLO3LO3Organizational Buying Behavior Purchase Decision Proble

8、m Recognition Information Search Postpurchase Behavior 5-15 Comparing the stages in a consumer and organizational purchase decision process 5-16THE ORGANIZATIONAL BUYING PROCESSAND THE BUYING CENTERTHE BUYING CENTER: A CROSS-FUNCTIONAL GROUPLO3LO3Buying CenterBuying CommitteePeople in the Buying Cen

9、terRoles in the Buying Center Users Influencers Buyers Deciders Gatekeepers 5-17 Straight Rebuy Modified Rebuy New RebuyTHE ORGANIZATIONAL BUYING PROCESSAND THE BUYING CENTERTHE BUYING CENTER: A CROSS-FUNCTIONAL GROUPLO3LO3Buying Classes 5-18 The buying situation affects buying center behavior in di

10、fferent ways 5-19Prominence of Online Buyingin Organizational MarketsONLINE BUYING INORGANIZATIONAL MARKETSLO4LO4E-marketplacesOnline Auctions in Organizational Markets Traditional Auction Reverse Auction 5-20MARKETING MATTERSeBay Means Business for EntrepreneursLO4LO4 5-21 How buyer and seller part

11、icipants and price behavior differ by type of online auction 5-22LANDS END: WHERE BUYERS RULEVIDEO CASE 6 5-23VIDEO CASE 6LANDS END1. (a) Who is likely to comprisethe buying center in the decision to select a new supplier for Lands End? (b) Which of the buying center members arelikely to play the ro

12、les of users, influencers, buyers, deciders,and gatekeepers? 5-24VIDEO CASE 6LANDS END2. (a) Which stages of the organizational buying decision process does Lands End follow when it selects a new supplier? (b) What selection criteria does the company utilize in the process? 5-25VIDEO CASE 6LANDS END

13、3. Describe the types of purchases Lands End buyers typically face in each of the three buying situations: straight rebuy, modified rebuy, and new buy. 5-26Business MarketingBusiness marketing involves the marketing of goods and services to companies, governments, or not-for-profit organizations for

14、 use in the creation of goods and services that they can produce and market to others. 5-27Organizational BuyersOrganizational buyers are those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale. 5-28North American Industry Clas

15、sification System (NAICS)The North American Industry Classification System (NAICS) provides common industry definitions for Canada, Mexico, and the United States, which makes it easier to measure economic activity in the three member countries of the North American Free Trade Agreement (NAFTA). 5-29

16、Derived DemandDerived demand is the demand for industrial products and services is driven by, or derived from, demand for consumer products and services. 5-30Organizational Buying BehaviorOrganizational buying behavior is the decision-making process that organizations use to establish the need for p

17、roducts and services and identify, evaluate, and choose among alternative brands and suppliers. 5-31Buying CenterA buying center consists of the group of people in an organization who participate in the buying process and share common goals, risks, and knowledge importantto purchase decisions. 5-32B

18、uy ClassesBuy classes consists of three types of organizational buying situations: straight rebuy, new buy, and modified rebuy. 5-33E-marketplacesE-marketplaces are online trading communities that bring together buyers and supplier organizations to make possible the real time exchange of information, money, products, and services. Also called B2B exchanges or e-hubs. 5-34Traditional AuctionA traditional auction is, withinan e-marketplace, an online auction in which a seller puts an item up for sale