市场营销第六章英文课件

Copyright©2011byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinCopyright©2011byThLEARNINGOBJECTIVES(LO)

AFTERREADINGCHAPTER6,YOUSHOULDBEABLETO:Distinguishamongindustrial,reseller,andgovernmentorganizationalmarkets.LO1Describethekeycharacteristicsoforganizationalbuyingthatmakeitdifferentfromconsumerbuying.LO25-2LEARNINGOBJECTIVES(LO)

AFTELO3LEARNINGOBJECTIVES(LO)

AFTERREADINGCHAPTER6,YOUSHOULDBEABLETO:Explainhowbuyingcentersandbuyingsituationsinfluenceorganizationalpurchasing.Recognizetheimportanceandnatureofonlinebuyinginindustrial,reseller,andgovernmentorganizationalmarkets.LO45-3LO3LEARNINGOBJECTIVES(LO)

ABUYINGISMARKETING,TOO!PURCHASINGPUBLICATIONPAPERATJCPENNEY5-4BUYINGISMARKETING,TOO!PURBusinessMarketingTHENATUREANDSIZEOFORGANIZATIONALMARKETSLO1OrganizationalBuyersIndustrialMarkets

(IndustrialFirms)ResellerMarkets

(Resellers)GovernmentMarkets

(GovernmentUnits)RetailersWholesalers5-5BusinessMarketingTHENATUREAFIGURE6-A

TypeandnumberoforganizationestablishmentsintheU.S.:20075-6FIGURE6-ATypeandnumberofMEASURINGDOMESTICANDGLOBALINDUSTRIAL,RESELLER,AND

GOVERNMENTMARKETSLO1NorthAmerican

IndustryClassification

System(NAICS)5-7MEASURINGDOMESTICANDGLOBALFIGURE6-1NAICSbreakdownfortheinformationindustriessector:

NAICScode51(abbreviated)5-8FIGURE6-1NAICSbreakdownfoFIGURE6-2Keycharacteristicsanddimensionsoforganizationalbuyingbehavior5-9FIGURE6-2KeycharacteristicDerivedDemandSizeofOrderorPurchaseNumberofPotentialBuyersCHARACTERISTICSOF

ORGANIZATIONALBUYINGLO2OrganizationalBuyingObjectivesProfitsEfficiencyWomen/Minority

Suppliers/VendorsEnvironment5-10DerivedDemandSizeofOrderorFIGURE6-B

KeyorganizationalbuyingcriteriaOrganizationalBuyingCriteria5-11FIGURE6-BKeyorganizationalMARKETINGMATTERS

Harley-Davidson’sSupplierCollaborationCreatesCustomerValue…andaGreatRideLO25-12MARKETINGMATTERS

Harley-DavidCHARACTERISTICSOF

ORGANIZATIONALBUYINGLO2Buyer-SellerRelationshipsandSupplyPartnershipsReciprocitySupplyPartnershipSustainableProcurement5-13CHARACTERISTICSOF

ORGANIZATIOMAKINGRESPONSIBLEDECISIONS

SustainableProcurementforSustainableGrowthLO25-14MAKINGRESPONSIBLEDECISIONS

SAlternativeEvaluationTHEORGANIZATIONALBUYINGPROCESS

ANDTHEBUYINGCENTERSTAGESINTHEORGANIZATIONALBUYINGPROCESSLO3OrganizationalBuyingBehaviorPurchaseDecisionProblemRecognitionInformationSearchPostpurchaseBehavior5-15AlternativeEvaluationTHEORGAFIGURE6-3Comparingthestagesinaconsumerandorganizationalpurchasedecisionprocess5-16FIGURE6-3ComparingthestagTHEORGANIZATIONALBUYINGPROCESS

ANDTHEBUYINGCENTERTHEBUYINGCENTER:ACROSS-FUNCTIONALGROUPLO3BuyingCenterBuyingCommitteePeopleintheBuyingCenterRolesintheBuyingCenterUsersInfluencersBuyersDecidersGatekeepers5-17THEORGANIZATIONALBUYINGPROCStraightRebuyModifiedRebuyNewRebuyTHEORGANIZATIONALBUYINGPROCESS

ANDTHEBUYINGCENTERTHEBUYINGCENTER:ACROSS-FUNCTIONALGROUPLO3BuyingClasses5-18StraightRebuyModifiedRebuyNeFIGURE6-4Thebuyingsituationaffectsbuyingcenterbehaviorindifferentways5-19FIGURE6-4ThebuyingsituatiProminenceofOnlineBuying

inOrganizationalMarketsONLINEBUYINGIN

ORGANIZATIONALMARKETSLO4E-marketplacesOnlineAuctionsinOrganizationalMarketsTraditionalAuctionReverseAuction5-20ProminenceofOnlineBuying

inMARKETINGMATTERS

eBayMeansBusinessforEntrepreneursLO45-21MARKETINGMATTERS

eBayMeansBFIGURE6-5Howbuyerandsellerparticipantsandpricebehaviordifferbytypeofonlineauction5-22FIGURE6-5HowbuyerandsellLANDS’END:WHEREBUYERSRULEVIDEOCASE65-23VIDEOCASE65-23VIDEOCASE6LANDS’END1.

(a)

Whoislikelytocomprise

thebuyingcenterinthedecisiontoselectanewsupplierforLands’End?(b)Whichofthebuyingcentermembersare

likelytoplaytherolesofusers,influencers,buyers,deciders,

andgatekeepers?5-24VIDEOCASE61.(a)WhoislikVIDEOCASE6LANDS’END2.

(a)WhichstagesoftheorganizationalbuyingdecisionprocessdoesLands’Endfollowwhenitselectsanewsupplier?(b)Whatselectioncriteriadoesthecompanyutilizeintheprocess?5-25VIDEOCASE62.(a)WhichstagVIDEOCASE6LANDS’END3.

DescribethetypesofpurchasesLands’Endbuyerstypicallyfaceineachofthethreebuyingsituations:straightrebuy,modifiedrebuy,andnewbuy.5-26VIDEOCASE63.DescribethetBusinessMarketingBusinessmarketinginvolvesthemarketingofgoodsandservicestocompanies,governments,ornot-for-profitorganizationsforuseinthecreationofgoodsandservicesthattheycanproduceandmarkettoothers.5-27BusinessMarketingBusinessmarOrganizationalBuyersOrganizationalbuyersarethosemanufacturers,wholesalers,retailers,andgovernmentagenciesthatbuygoodsandservicesfortheirownuseorforresale.5-28OrganizationalBuyersOrganizatNorthAmericanIndustryClassificationSystem(NAICS)TheNorthAmericanIndustryClassificationSystem(NAICS)providescommonindustrydefinitionsforCanada,Mexico,andtheUnitedStates,whichmakesiteasiertomeasureeconomicactivityinthethreemembercountriesoftheNorthAmericanFreeTradeAgreement(NAFTA).5-29NorthAmericanIndustryClassiDerivedDemandDeriveddemandisthedemandforindustrialproductsandservicesisdrivenby,orderivedfrom,demandforconsumerproductsandservices.5-30DerivedDemandDeriveddemandiOrganizationalBuyingBehaviorOrganizationalbuyingbehavioristhedecision-makingprocessthatorganizationsusetoestablishtheneedforproductsandservicesandidentify,evaluate,andchooseamongalternativebrandsandsuppliers.5-31OrganizationalBuyingBehaviorBuyingCenterAbuyingcenterconsistsofthegroupofpeopleinanorganizationwhoparticipateinthebuyingprocessandsharecommongoals,risks,andknowledgeimportant

topurchasedecisions.5-32BuyingCenterAbuyingcentercBuyClassesBuyclassesconsistsofthreetypesoforganizationalbuyingsituations:straightrebuy,newbuy,andmodifiedrebuy.5-33BuyClassesBuyclassesconsistE-marketplacesE-marketplacesareonlinetradingcommunitiesthatbringtogetherbuyersandsupplierorganizationstomakepossibletherealtimeexchangeofinformation,money,products,andservices.AlsocalledB2Bexchangesore-hubs.5-34E-marketplacesE-marketplacesaTraditionalAuctionAtraditionalauctionis,within

ane-marketplace,anonlineauctioninwhichasellerputsanitemupforsaleandwould-bebuyersareinvitedtobidincompetitionwitheachother.5-35TraditionalAuctionAtraditionReverseAuctionAreverseauctionis,withinan

e-marketplace,anonlineauctioninwhichabuyercommunicatesaneedforaproductorserviceandwould-besuppliersareinvitedtobidincompetitionwitheachother.5-36ReverseAuctionAreverseaucti保证质量，是对社会的承诺。11月-2211月-22Monday,November7,2022以科技为动力，以质量求质量是企业的生命，质量是企业的效益，质量是企业发展的动力，以质量求生存。00:31:3200:31:3200:3111/7/202212:31:32AM加强安全生产监督检查，防止和减少生产安全事故。11月-2200:31:3200:31Nov-2207-Nov-22做好品质记录，打好品管基础。00:31:3200:31:3200:31Monday,November7,2022消防安全常抓不懈，抓而不紧等于不抓。11月-2211月-2200:31:3200:31:32November7,2022勿忘安全须时时警钟长鸣，珍惜生命当刻刻头脑清醒。2022年11月7日12:31上午11月-2211月-22安全生产，违法必究。07十一月202212:31:32上午00:31:3211月-22当你违章作业之际，正是灾难降临之时。十一月2212:31上午11月-2200:31November7,2022质量创郊率，效率出效益。2022/11/70:31:3200:31:3207November2022以科技为动力，以质量求生存。12:31:32上午12:31上午00:31:3211月-22人人讲安全，事事为安全；时时想安全，处处要安全。11月-2211月-2200:3100:31:3200:31:32Nov-22消除火患是最好的防范。2022/11/70:31:32Monday,November7,2022黄金有价人无价，人身安全事最大。11月-222022/11/70:31:3211月-22谢谢大家！保证质量，是对社会的承诺。11月-2211月-22WedneCopyright©2011byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinCopyright©2011byThLEARNINGOBJECTIVES(LO)

AFTERREADINGCHAPTER6,YOUSHOULDBEABLETO:Distinguishamongindustrial,reseller,andgovernmentorganizationalmarkets.LO1Describethekeycharacteristicsoforganizationalbuyingthatmakeitdifferentfromconsumerbuying.LO25-39LEARNINGOBJECTIVES(LO)

AFTELO3LEARNINGOBJECTIVES(LO)

AFTERREADINGCHAPTER6,YOUSHOULDBEABLETO:Explainhowbuyingcentersandbuyingsituationsinfluenceorganizationalpurchasing.Recognizetheimportanceandnatureofonlinebuyinginindustrial,reseller,andgovernmentorganizationalmarkets.LO45-40LO3LEARNINGOBJECTIVES(LO)

ABUYINGISMARKETING,TOO!PURCHASINGPUBLICATIONPAPERATJCPENNEY5-41BUYINGISMARKETING,TOO!PURBusinessMarketingTHENATUREANDSIZEOFORGANIZATIONALMARKETSLO1OrganizationalBuyersIndustrialMarkets

(IndustrialFirms)ResellerMarkets

(Resellers)GovernmentMarkets

(GovernmentUnits)RetailersWholesalers5-42BusinessMarketingTHENATUREAFIGURE6-A

TypeandnumberoforganizationestablishmentsintheU.S.:20075-43FIGURE6-ATypeandnumberofMEASURINGDOMESTICANDGLOBALINDUSTRIAL,RESELLER,AND

GOVERNMENTMARKETSLO1NorthAmerican

IndustryClassification

System(NAICS)5-44MEASURINGDOMESTICANDGLOBALFIGURE6-1NAICSbreakdownfortheinformationindustriessector:

NAICScode51(abbreviated)5-45FIGURE6-1NAICSbreakdownfoFIGURE6-2Keycharacteristicsanddimensionsoforganizationalbuyingbehavior5-46FIGURE6-2KeycharacteristicDerivedDemandSizeofOrderorPurchaseNumberofPotentialBuyersCHARACTERISTICSOF

ORGANIZATIONALBUYINGLO2OrganizationalBuyingObjectivesProfitsEfficiencyWomen/Minority

Suppliers/VendorsEnvironment5-47DerivedDemandSizeofOrderorFIGURE6-B

KeyorganizationalbuyingcriteriaOrganizationalBuyingCriteria5-48FIGURE6-BKeyorganizationalMARKETINGMATTERS

Harley-Davidson’sSupplierCollaborationCreatesCustomerValue…andaGreatRideLO25-49MARKETINGMATTERS

Harley-DavidCHARACTERISTICSOF

ORGANIZATIONALBUYINGLO2Buyer-SellerRelationshipsandSupplyPartnershipsReciprocitySupplyPartnershipSustainableProcurement5-50CHARACTERISTICSOF

ORGANIZATIOMAKINGRESPONSIBLEDECISIONS

SustainableProcurementforSustainableGrowthLO25-51MAKINGRESPONSIBLEDECISIONS

SAlternativeEvaluationTHEORGANIZATIONALBUYINGPROCESS

ANDTHEBUYINGCENTERSTAGESINTHEORGANIZATIONALBUYINGPROCESSLO3OrganizationalBuyingBehaviorPurchaseDecisionProblemRecognitionInformationSearchPostpurchaseBehavior5-52AlternativeEvaluationTHEORGAFIGURE6-3Comparingthestagesinaconsumerandorganizationalpurchasedecisionprocess5-53FIGURE6-3ComparingthestagTHEORGANIZATIONALBUYINGPROCESS

ANDTHEBUYINGCENTERTHEBUYINGCENTER:ACROSS-FUNCTIONALGROUPLO3BuyingCenterBuyingCommitteePeopleintheBuyingCenterRolesintheBuyingCenterUsersInfluencersBuyersDecidersGatekeepers5-54THEORGANIZATIONALBUYINGPROCStraightRebuyModifiedRebuyNewRebuyTHEORGANIZATIONALBUYINGPROCESS

ANDTHEBUYINGCENTERTHEBUYINGCENTER:ACROSS-FUNCTIONALGROUPLO3BuyingClasses5-55StraightRebuyModifiedRebuyNeFIGURE6-4Thebuyingsituationaffectsbuyingcenterbehaviorindifferentways5-56FIGURE6-4ThebuyingsituatiProminenceofOnlineBuying

inOrganizationalMarketsONLINEBUYINGIN

ORGANIZATIONALMARKETSLO4E-marketplacesOnlineAuctionsinOrganizationalMarketsTraditionalAuctionReverseAuction5-57ProminenceofOnlineBuying

inMARKETINGMATTERS

eBayMeansBusinessforEntrepreneursLO45-58MARKETINGMATTERS

eBayMeansBFIGURE6-5Howbuyerandsellerparticipantsandpricebehaviordifferbytypeofonlineauction5-59FIGURE6-5HowbuyerandsellLANDS’END:WHEREBUYERSRULEVIDEOCASE65-60VIDEOCASE65-23VIDEOCASE6LANDS’END1.

(a)

Whoislikelytocomprise

thebuyingcenterinthedecisiontoselectanewsupplierforLands’End?(b)Whichofthebuyingcentermembersare

likelytoplaytherolesofusers,influencers,buyers,deciders,

andgatekeepers?5-61VIDEOCASE61.(a)WhoislikVIDEOCASE6LANDS’END2.

(a)WhichstagesoftheorganizationalbuyingdecisionprocessdoesLands’Endfollowwhenitselectsanewsupplier?(b)Whatselectioncriteriadoesthecompanyutilizeintheprocess?5-62VIDEOCASE62.(a)WhichstagVIDEOCASE6LANDS’END3.

DescribethetypesofpurchasesLands’Endbuyerstypicallyfaceineachofthethreebuyingsituations:straightrebuy,modifiedrebuy,andnewbuy.5-63VIDEOCASE63.DescribethetBusinessMarketingBusinessmarketinginvolvesthemarketingofgoodsandservicestocompanies,governments,ornot-for-profitorganizationsforuseinthecreationofgoodsandservicesthattheycanproduceandmarkettoothers.5-64BusinessMarketingBusinessmarOrganizationalBuyersOrganizationalbuyersarethosemanufacturers,wholesalers,retailers,andgovernmentagenciesthatbuygoodsandservicesfortheirownuseorforresale.5-65OrganizationalBuyersOrganizatNorthAmericanIndustryClassificationSystem(NAICS)TheNorthAmericanIndustryClassificationSystem(NAICS)providescommonindustrydefinitionsforCanada,Mexico,andtheUnitedStates,whichmakesiteasiertomeasureeconomicactivityinthethreemembercountriesoftheNorthAmericanFreeTradeAgreement(NAFTA).5-66NorthAmericanIndustryClassiDerivedDemandDeriveddemandisthedemandforindustrialproductsandservicesisdrivenby,orderivedfrom,demandforconsumerproductsandservices.5-67DerivedDemandDeriveddemandiOrganizationalBuyingBehaviorOrganizationalbuyingbehavioristhedecision-makingprocessthatorganizationsusetoestablishtheneedforproductsandservicesandidentify,evaluate,andchooseamongalternativebrandsandsuppliers.5-68OrganizationalBuyingBehaviorBuyingCenterAbuyingcenterconsistsofthegroupofpeopleinanorganizationwhoparticipateinthebuyingprocessandsharecommongoals,risks,andknowledgeimportant

topurchasedecisions.5-69BuyingCenterAbuyingcentercBuyClassesBuyclassesconsistsofthreetypesoforganizationalbuyingsituations:straightrebuy,newbuy,andmodifiedrebuy.5-70BuyClassesBuyclas