Marketing management-3

 

 

 

 

 

CH6. Business and Organizational Customers and Their Buying Behavior

 

 

 

 

 

 

 

 

 

 

customers are fewer in number but each spends more dollars

economic needs are primary

behavioral needs still matter

 

 

 

 

 

 

 

• users= 생산라인
• inflencers=엔지니어링 + R&D
• buyers= 구매매니저 (공급자들과 함께 일함)
• deciders=힘, 공급자 선택
• gatekeepers=조직안의 정보의 흐름을 조절하는 사람 -> purchasing manger, receptionists, secretaries, research assistanats, bookkeepers  등등

 

receptionist=> gatekeepers

 

 

 

purchasing manager => buyer, 힘& 공급자선택=> deciders

 

 

 

 

 

 

 

 

 

• new task buying =requires the most information
• straight rebuys = e-commerce order systems
• modified rebuy =리뷰가 다 끝났을 때

 

buyers ask for competitive bids to compare offerings

 

modified rebuy =리뷰가 다 끝났을 때

new task buying =requires the most information

 

 

 

 

 

 

cooperation treats problems as joint responsibilities

shared information is useful but maybe risky

operational linkages share functions between firms

 

 

 

 

 

 

CH8. Elements of Product Planning for Goods and Services

 

 

 

 

 

 

 

 

 

 

• manufacturer brand=> producers ex)맥도날드, 마스터카드 =제조
• dealer brand=private brand => intermediaries ex) 월마트  =유통