Analyzing Business Markets

 What is Organizational Buying?

o The Business Market versus The Consumer Market
o Buying Situations
 Participants in the Business Buying Process
o The Buying Center
o Buying Center Influences
o Targeting Firms and Buying Centers
 The Purchasing/Procurement Process
 Stages in the Buying Process
o Problem Recognition
o General Need Description and Product Specification
o Supplier Search
o Proposal Solicitation
o Supplier Selection
o Order-Routing Specification
o Performance Review
 Developing Effective Business-to-Business Marketing Programs
o Communication and Branding Activities
o Systems Buying and Selling
o Role of Services
 Managing Business-to-Business Customer Relationships
o The Benefits of Vertical Coordination
o Risks and Opportunism in Business Relationships
 Institutional and Government Markets