市场营销第六章(英文)

Copyright©2011byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinLEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER6,YOUSHOULDBEABLETO:Distinguishamongindustrial,reseller,andgovernmentorganizationalmarkets.LO1Describethekeycharacteristicsoforganizationalbuyingthatmakeitdifferentfromconsumerbuying.LO25-2LO3LEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER6,YOUSHOULDBEABLETO:Explainhowbuyingcentersandbuyingsituationsinfluenceorganizationalpurchasing.Recognizetheimportanceandnatureofonlinebuyinginindustrial,reseller,andgovernmentorganizationalmarkets.LO45-3BUYINGISMARKETING,TOO!PURCHASINGPUBLICATIONPAPERATJCPENNEY5-4BusinessMarketingTHENATUREANDSIZEOFORGANIZATIONALMARKETSLO1OrganizationalBuyers•IndustrialMarkets(IndustrialFirms)•ResellerMarkets(Resellers)•GovernmentMarkets(GovernmentUnits)RetailersWholesalers5-5FIGURE6-ATypeandnumberoforganizationestablishmentsintheU.S.:20075-6MEASURINGDOMESTICANDGLOBALINDUSTRIAL,RESELLER,ANDGOVERNMENTMARKETSLO1NorthAmericanIndustryClassificationSystem(NAICS)5-7FIGURE6-1NAICSbreakdownfortheinformationindustriessector:NAICScode51(abbreviated)5-8FIGURE6-2Keycharacteristicsanddimensionsoforganizationalbuyingbehavior5-9DerivedDemandSizeofOrderorPurchaseNumberofPotentialBuyersCHARACTERISTICSOFORGANIZATIONALBUYINGLO2OrganizationalBuyingObjectives•Profits•Efficiency•Women/MinoritySuppliers/Vendors•Environment5-10FIGURE6-BKeyorganizationalbuyingcriteriaOrganizationalBuyingCriteria5-11MARKETINGMATTERSHarley-Davidson’sSupplierCollaborationCreatesCustomerValue…andaGreatRideLO25-12CHARACTERISTICSOFORGANIZATIONALBUYINGLO2Buyer-SellerRelationshipsandSupplyPartnerships•Reciprocity•SupplyPartnership•SustainableProcurement5-13MAKINGRESPONSIBLEDECISIONSSustainableProcurementforSustainableGrowthLO25-14•AlternativeEvaluationTHEORGANIZATIONALBUYINGPROCESSANDTHEBUYINGCENTERSTAGESINTHEORGANIZATIONALBUYINGPROCESSLO3OrganizationalBuyingBehavior•PurchaseDecision•ProblemRecognition•InformationSearch•PostpurchaseBehavior5-15FIGURE6-3Comparingthestagesinaconsumerandorganizationalpurchasedecisionprocess5-16THEORGANIZATIONALBUYINGPROCESSANDTHEBUYINGCENTERTHEBUYINGCENTER:ACROSS-FUNCTIONALGROUPLO3BuyingCenterBuyingCommitteePeopleintheBuyingCenterRolesintheBuyingCenter•Users•Influencers•Buyers•Deciders•Gatekeepers5-17•StraightRebuy•ModifiedRebuy•NewRebuyTHEORGANIZATIONALBUYINGPROCESSANDTHEBUYINGCENTERTHEBUYINGCENTER:ACROSS-FUNCTIONALGROUPLO3BuyingClasses5-18FIGURE6-4Thebuyingsituationaffectsbuyingcenterbehaviorindifferentways5-19ProminenceofOnlineBuyinginOrganizationalMarketsONLINEBUYINGINORGANIZATIONALMARKETSLO4E-marketplacesOnlineAuctionsinOrganizationalMarkets•TraditionalAuction•ReverseAuction5-20MARKETINGMATTERSeBayMeansBusinessforEntrepreneursLO45-21FIGURE6-5Howbuyerandsellerparticipantsandpricebehaviordifferbytypeofonlineauction5-22LANDS’END:WHEREBUYERSRULEVIDEOCASE65-23VIDEOCASE6LANDS’END1.(a)WhoislikelytocomprisethebuyingcenterinthedecisiontoselectanewsupplierforLands’End?(b)Whichofthebuyingcentermembersarelikelytoplaytherolesofusers,influencers,buyers,deciders,andgatekeepers?5-24VIDEOCASE6LANDS’END2.(a)WhichstagesoftheorganizationalbuyingdecisionprocessdoesLands’Endfollowwhenitselectsanewsupplier?(b)Whatselectioncriteriadoesthecompanyutilizeintheprocess?5-25VIDEOCASE6LANDS’END3.DescribethetypesofpurchasesLands’Endbuyerstypicallyfaceineachofthethreebuyingsituations:straightrebuy,modifiedrebuy,andnewbuy.5-26BusinessMarketingBusinessmarketinginvolvesthemarketingofgoodsandservicestocompanies,governments,ornot-for-profitorganizationsforuseinthecreationofgoodsandservicesthattheycanproduceandmarkettoothers.5-27OrganizationalBuyersOrganizationalbuyersarethosemanufacturers,wholesalers,retailers,andgovernmentagenciesthatbuygoodsandservicesfortheirownuseorforresale.5-28NorthAmericanIndustryClassificationSystem(NAICS)TheNorthAmericanIndustryClassificationSystem(NAICS)providescommonindustrydefinitionsforCanada,Mexico,andtheUnitedStates,whichmakesiteasiertomeasureeconomicactivityinthethreemembercountriesoftheNorthAmericanFreeTradeAgreement(NAFTA).5-29DerivedDemandDeriveddemandisthedemandforindustrialproductsandservicesisdrivenby,orderivedfrom,demandforconsumerproductsandservices.5-30OrganizationalBuyingBehaviorOrganizationalbuyingbehavioristhedecision-makingprocessthatorganizationsusetoestablishtheneedforproductsandservicesandidentify,evaluate,andchooseamongalternativebrandsandsuppliers.5-31BuyingCenterAbuyingcenterconsistsofthegroupofpeopleinanorganizationwhoparticipateinthebuyingprocessandsharecommongoals,risks,andknowledgeimportanttopurchasedecisions.5-32BuyClassesBuyclassesconsistsofthreetypesoforganizationalbuyingsituations:straightrebuy,newbuy,andmodifiedrebuy.5-33E-marketplacesE-marketplacesareonlinetradingcommunitiesthatbringtogetherbuyersandsupplierorganizationstomakepossibletherealtimeexchangeofinformation,money,products,andservices.AlsocalledB2Bexchangesore-hubs.5-34TraditionalAuctionAtraditionalauctionis,withinane-marketplace,anonlineauctioninwhichasellerputsanitemupforsaleandwould-bebu