市场营销第六章英文课件.pptx

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 that

2、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 government

3、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 Units)Retailers

4、 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 51(abbreviated)5-8 K

5、ey 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 5-10 Key organizational

6、 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 Partnership Sustainable Proc

7、urement 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 Problem Recognition Informat

8、ion 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 CenterRoles in the Buying

9、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 different ways 5-19Promine

10、nce 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 participants and price behav

11、ior 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 roles of users,influencers,buye

12、rs,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 END3.Describe the types of purchases Land

13、s 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 use in the creation of goods and services th

14、at 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 Classification System(NAICS)The North American Industr

15、y 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).5-29Derived DemandDerived demand is the demand for industrial

16、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 products and services and identify,evaluate,and choose among a

17、lternative 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.5-32Buy ClassesBuy classes consists of three types of organizational buy

18、ing 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.5-34Tr

19、aditional AuctionA traditional auction is,withinan e-marketplace,an online auction in which a seller puts an item up for sale and would-be buyers are invited to bid in competition with each other.5-35Reverse AuctionA reverse auction is,within ane-marketplace,an online auction in which a buyer commun

20、icates a need for a product or service and would-be suppliers are invited to bid in competition with each other.5-36保证质量，是对社会的承诺。22.11.2422.11.24Thursday,November 24,2022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。4:08:294:08:294:0811/24/2022 4:08:29 AM加强安全生产监督检查，防止和减少生产安全事故。22.11.244:08:294:08No

21、v-2224-Nov-22做好品质记录，打好品管基础。4:08:294:08:294:08Thursday,November 24,2022消防安全常抓不懈，抓而不紧等于不抓。22.11.2422.11.244:08:294:08:29November 24,2022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24日上午4时8分22.11.2422.11.24安全生产，违法必究。2022年11月24日星期四上午4时8分29秒4:08:2922.11.24当你违章作业之际，正是灾难降临之时。2022年11月上午4时8分22.11.244:08November 24,2022质量创郊率，效率出效益。2022年11月24日星期四4时08分29秒4:08:2924 November 2022以科技为动力，以质量求生存。上午4时8分29秒上午4时8分4:08:2922.11.24人人讲安全，事事为安全；时时想安全，处处要安全。22.11.2422.11.244:084:08:294:08:29Nov-22消除火患是最好的防范。2022年11月24日星期四4时08分29秒Thursday,November 24,2022黄金有价人无价，人身安全事最大。22.11.242022年11月24日星期四4时08分29秒22.11.24谢谢大家！谢谢大家！