Professional Documents
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Analyzing Business Markets: Kotler Keller
Analyzing Business Markets: Kotler Keller
MARKETING MANAGEMENT
Chapter 6
Analyzing
Business Markets
Kotler
Keller
6-3
Organizational Buying
6-5
Organizational Buying
Fewer buyers
Larger buyers
Geographically concentrated buyers
Closer relationships with suppliers
Closer relationships with customers
6-6
Organizational Buying
Fluctuating demand
Inelastic demand
Leasing
Professional
purchasing
Direct purchasing
Multiple buying
influences
Multiple sales calls
Derived demand
Reciprocity
6-7
Organizational Buying
Buying Situations
Straight rebuy
Modified rebuy
New task
6-8
Organizational Buying
Buying Situations
Straight rebuy
Modified rebuy
New task
Specifications,
prices, delivery
terms, or other
aspects require
modification
Moderate level of
involvement and time
commitment
Example: desktop
computers
6-9
Organizational Buying
Buying Situations
Straight rebuy
Modified rebuy
New task
Purchasing a product
or service for the first
time
High level of
involvement and time
commitment; multiple
influences
Example: selecting a
website design firm
or consultant
6-10
6-17
Buyphases:
Stages in the Business Buying Process
Problem recognition
General need description
Product specification
Supplier search
Proposal solicitation
Supplier selection
Order-routine specification
Performance review
6-20
Proposal Solicitation
The buyer invites qualifies suppliers to
submit proposals. If the item is complex the
buyer will require a detailed written
proposal from each qualifies suppliers.
After evaluating the proposal the buyer will
invite a few suppliers to make formal
presentation.
Business marketers must be skilled in
researching,
writing
&
presenting
proposals.
6-21
Supplier Selection