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ANALYZING BUSINESS MARKETS (STAGES OF ORG. BUYING (SUPPLIER REACH (trade…
ANALYZING BUSINESS MARKETS
BUYING CENTERS
ECONOMIC
one person
veto yes or no
price vs perf
director of SBU to CEO
USER
Influence outcome of sale
reliability,safety,service,operations,re-traing need
TECHNICAL
Screen suppliers n meeting required specification
can say no if not yes
2nd in line,vp,dept,etc
COACH
receptionist
from buyer or seller org.
info,focus on making the sale
BUYING SITUATIONS
STRAIGHT REBUY
office supplies
MODIFIED REBUY
negotiation on both sides
NEW TASK
extensive problem solving process
STAGES OF ORG. BUYING
PROBLEM RECOG.
PRODUCT SPECIFICATION N NEED DESCRIPTION
SUPPLIER REACH
trade directories,exhibitions
E-PROCUREMENT
LEAD GENERATION
PROPOSAL SOLICITATION
SUPPLIER SELECTION
ORDER ROUTINE SPECIFICATION
blanket contract
PERF. REVIEW
system buying n system selling
IBM,ORACLE,DELL