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C7: Analyzing business markets (Purchasing/Procurement Process (Problem…
C7: Analyzing business markets
Organization buying
Buying situation
Straight rebuy
Modified rebuy
New task
Definition:
decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.
Buying center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
Purchasing/Procurement Process
Problem recognition
Product specification
Supplier research
E-procurement
Lead generation
Proposal solicitation
Supplier selection
Performance review
Business to Business Customer Relationships
Vertical coordination (trust)
Ex: Tellabs differentiates itself by its
focus on the customers of its
customers.
Categories
(1)Basic buying and selling
(2)Bare bones
(3) Contractual transaction
(4)Customer supply
(5)Cooperative systems
(6) Collaborative
(7)Mutually adaptive
(8) Customer is king
Institutional markets
Schools, hospitals,
nursing homes, prisons, and other institutions that provide goods and services to people in their care
Ex: Accenture (build brand from Arthur Andersen), GE( diversification of products)