市场营销第六章英文

1、LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO:Distinguish among industrial, reseller, and government organizational markets.LO1Describe the key characteristics of organizational buying that make it different from consumer buying.LO2 5-1LO3LEARNING OBJECTIVES (LO)AFTER READIN

2、G 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 government organizational markets.LO4 5-2BUYING IS MARKETING, TOO! PURCHASING PUBLICATION PAPER AT

3、 JCPENNEY 5-3Business MarketingTHE NATURE AND SIZE OF ORGANIZATIONAL MARKETSLO1Organizational BuyersIndustrial Markets(Industrial Firms)Reseller Markets(Resellers)Government Markets(Government Units) Retailers Wholesalers 5-4FIGURE 6-A Type and number of organization establishments in the U.S.: 2007

4、 5-5MEASURING DOMESTIC AND GLOBAL INDUSTRIAL, RESELLER, ANDGOVERNMENT MARKETSLO1North AmericanIndustry ClassificationSystem (NAICS) 5-6FIGURE 6-1 NAICS breakdown for the information industries sector:NAICS code 51 (abbreviated) 5-7FIGURE 6-2 Key characteristics and dimensions of organizational buyin

5、g behavior 5-8Derived DemandSize of Order or PurchaseNumber of Potential BuyersCHARACTERISTICS OFORGANIZATIONAL BUYINGLO2Organizational Buying ObjectivesProfitsEfficiencyWomen/MinoritySuppliers/VendorsEnvironment 5-9FIGURE 6-B Key organizational buying criteriaOrganizational Buying Criteria 5-10MARK

6、ETING MATTERSHarley-Davidsons Supplier Collaboration Creates Customer Valueand a Great RideLO2 5-11CHARACTERISTICS OFORGANIZATIONAL BUYINGLO2Buyer-Seller Relationships and Supply PartnershipsReciprocitySupply PartnershipSustainable Procurement 5-12MAKING RESPONSIBLE DECISIONSSustainable Procurement

7、for Sustainable GrowthLO2 5-13Alternative EvaluationTHE ORGANIZATIONAL BUYING PROCESSAND THE BUYING CENTERSTAGES IN THE ORGANIZATIONAL BUYING PROCESSLO3Organizational Buying BehaviorPurchase DecisionProblem RecognitionInformation SearchPostpurchase Behavior 5-14FIGURE 6-3 Comparing the stages in a c

8、onsumer and organizational purchase decision process 5-15THE ORGANIZATIONAL BUYING PROCESSAND THE BUYING CENTERTHE BUYING CENTER: A CROSS-FUNCTIONAL GROUPLO3Buying CenterBuying CommitteePeople in the Buying CenterRoles in the Buying CenterUsersInfluencersBuyersDecidersGatekeepers 5-16Straight RebuyM

9、odified RebuyNew RebuyTHE ORGANIZATIONAL BUYING PROCESSAND THE BUYING CENTERTHE BUYING CENTER: A CROSS-FUNCTIONAL GROUPLO3Buying Classes 5-17FIGURE 6-4 The buying situation affects buying center behavior in different ways 5-18Prominence of Online Buyingin Organizational MarketsONLINE BUYING INORGANI

10、ZATIONAL MARKETSLO4E-marketplacesOnline Auctions in Organizational MarketsTraditional AuctionReverse Auction 5-19MARKETING MATTERSeBay Means Business for EntrepreneursLO4 5-20FIGURE 6-5 How buyer and seller participants and price behavior differ by type of online auction 5-21LANDS END: WHERE BUYERS

11、RULEVIDEO CASE 6 5-22VIDEO 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 roles of users, influencers, buyers, deciders,and gatekeepers? 5-23VIDEO CASE 6LANDS END2.

12、(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? 5-24VIDEO CASE 6LANDS END3. Describe the types of purchases Lands End buyers typically face in each of the three b

13、uying situations: straight rebuy, modified rebuy, and new buy. 5-25Business MarketingBusiness marketing involves the marketing of goods and services to companies, governments, or not-for-profit organizations for use in the creation of goods and services that they can produce and market to others. 5-

14、26Organizational BuyersOrganizational buyers are those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale. 5-27North American Industry Classification System (NAICS)The North American Industry Classification System (NAICS) provid

15、es 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). 5-28Derived DemandDerived demand is the demand for industrial products and services is driven

16、 by, or derived from, demand for consumer products and services. 5-29Organizational Buying BehaviorOrganizational buying behavior is the decision-making process that organizations use to establish the need for products and services and identify, evaluate, and choose among alternative brands and supp

17、liers. 5-30Buying 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. 5-31Buy ClassesBuy classes consists of three types of organizational buying situations: straight rebuy, new buy, and modified rebuy. 5-32E-marketplacesE-marketplaces are online trading communities that bring together buyers and supplier organizations to make possible the real time exchange of information