ANALYZING ORGANIZATIONAL MARKETS

1
ANALYZINGORGANIZATIONAL MARKETS

• Dr. Metzner

EMGT451 LECTURE 11 2/2004
2
TYPES OF ORGANIZATIONAL BUYERS

• HouseHold (HH)
• Industrial
• Resellers
• Government
• Institutions
• International

3
BUYGRID MODEL

• BuyPhases
• BuyClasses
• Buying Centers

4
BUYPHASES

• Anticipation or recognition of a problem and a
  general solution
• Determination of characteristics and quality of
  needed item
• Description of characteristics and quantity of
  needed item
• Search for and qualification of potential sources
• Acquisition and analysis of proposals
• Evaluation of proposals and selection of supplier
• Selection of an order routine
• Performance feedback and evaluation

5
BUYCLASSES

• New Task
• Modified Rebuy
• Straight Rebuy

6
BUYING CENTER ROLES

• Initiator
• Influencer
• Decider
• Approver
• Buyer
• User
• Gatekeeper

7
Engineering Management 451
Advanced Marketing Management
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