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Chapter 6: Analyzing Business Markets

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Alex Tillar

on 16 March 2011

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Transcript of Chapter 6: Analyzing Business Markets

Organizational Buying decision-making process by which formal organizations establish the need for purchased products and services and identify, evluate, and choose among alternative brands and suppliers Business Market all organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplie to other customers Institutional Market consists of schools, hospitals, nursing homes, prisons, and other institutions that provide goods and services to people and care for them Government Market government organizations are a major buyer of goods and services Buying Situations Straight Rebuy purchasing department reorders on a routine basis Modified Rebuy buyer wants to modify product specifications, prices, delivery requirements, or other terms New Task a purchaser buys a product or service for the first time The Buying Center






Gatekeepers Stages in the Business Buying Proces Problem Recognition Company recognizes a problem or need that can be met by acquiring a good or service General Need Description &
Product Specification buyer must determine the needed item's general characteristics and required quantity Supplier Search buyer tries to identify the most appropriate suppliers through trade directories, contact with other companies, trade advetisements, trade shows, and the internet Proposal Solicitation buyer invites qualified suppliers to submit proposals Supplier Selection buyer center will specify desired supplier attributes and indicate their relative importance Order-Routine Specification after selecting suppliers, they buyer negotiates the final order, listing the technical specifications, the quantity needed, the delivery schedule, and so on... Performance Review buyer periodically reviews the performance of the chosen suppliers Business Relationships Corporate Expertise
Corporate Trustworthiness
Corporate likeability Overcoming Price Pressures Solutions to Enhance Customer Revues
Solutions to Decrease Customer Risks
Solutions to Reduce Customer Costs Risks and Opportunism Opportunism:
some form of cheating or undersuppply relative to an implicit or explicit contract WALMART*
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