市场营销第六章英文.ppt

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1、Copyright©2011byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinLEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER6,YOUSHOULDBEABLETO:Distinguishamongindustrial,reseller,andgovernmentorganizationalmarkets.LO1Describethekeycharacteristicsoforganizat

2、ionalbuyingthatmakeitdifferentfromconsumerbuying.LO25-2LO3LEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER6,YOUSHOULDBEABLETO:Explainhowbuyingcentersandbuyingsituationsinfluenceorganizationalpurchasing.Recognizetheimportanceandnatureofonlinebuyinginindustrial,r

3、eseller,andgovernmentorganizationalmarkets.LO45-3BUYINGISMARKETING,TOO!PURCHASINGPUBLICATIONPAPERATJCPENNEY5-4BusinessMarketingTHENATUREANDSIZEOFORGANIZATIONALMARKETSLO1OrganizationalBuyersIndustrialMarkets(IndustrialFirms)ResellerMarkets(Resellers)Gov

4、ernmentMarkets(GovernmentUnits)RetailersWholesalers5-5FIGURE6-ATypeandnumberoforganizationestablishmentsintheU.S.:20075-6MEASURINGDOMESTICANDGLOBALINDUSTRIAL,RESELLER,ANDGOVERNMENTMARKETSLO1NorthAmericanIndustryClassificationSystem(NAICS)5-7FIGURE6-1

5、NAICSbreakdownfortheinformationindustriessector:NAICScode51(abbreviated)5-8FIGURE6-2Keycharacteristicsanddimensionsoforganizationalbuyingbehavior5-9DerivedDemandSizeofOrderorPurchaseNumberofPotentialBuyersCHARACTERISTICSOFORGANIZATIONALBUYINGLO2Organiz

6、ationalBuyingObjectivesProfitsEfficiencyWomen/MinoritySuppliers/VendorsEnvironment5-10FIGURE6-BKeyorganizationalbuyingcriteriaOrganizationalBuyingCriteria5-11MARKETINGMATTERSHarley-Davidson’sSupplierCollaborationCreatesCustomerValue…andaGreatRideLO25-12

7、CHARACTERISTICSOFORGANIZATIONALBUYINGLO2Buyer-SellerRelationshipsandSupplyPartnershipsReciprocitySupplyPartnershipSustainableProcurement5-13MAKINGRESPONSIBLEDECISIONSSustainableProcurementforSustainableGrowthLO25-14AlternativeEvaluationTHEORGANIZATIONAL

8、BUYINGPROCESSANDTHEBUYINGCENTERSTAGESINTHEORGANIZATIONALBUYINGPROCESSLO3OrganizationalBuyingBehaviorPurchaseDecisionProblemRecognitionInformationSearchPostpurchaseBehavior5-15FIGURE6-3Comparingthestagesinaconsumerandorgan