市场营销第六章节(英文).ppt

Buying Center A buying center consists of the group of people in an organization who participate in the buying process and share common goals, risks, and knowledge importantto purchase decisions. 5-* Buy Classes Buy classes consists of three types of organizational buying situations: straight rebuy, new buy, and modified rebuy. 5-* E-marketplaces E-marketplaces are online trading communities that bring together buyers and supplier organizations to make possible the real time exchange of information, money, products, and services. Also called B2B exchanges or e-hubs. 5-* Traditional Auction A traditional auction is, withinan e-marketplace, an online auction in which a seller puts an item up for sale and would-be buyers are invited to bid in competition with each other. 5-* Reverse Auction A reverse auction is, within ane-marketplace, an online auction in which a buyer communicates a need for a product or service and would-be suppliers are invited to bid in competition with each other. 5-* Copyright ? 2011 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: Distinguish among industrial, reseller, and government organizational markets. LO1 Describe the key characteristics of organizational buying that make it different from consumer buying. LO2 5-* LO3 LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: Explain how buying centers and buying situations influence organizational purchasing. Recognize the importance and nature of online buying in industrial, reseller, and government organizational markets. LO4 5-* BUYING IS MARKETING, TOO! PURCHASING PUBLICATION PAPER AT JCPENNEY 5-* Business Marketing THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS LO1 Organizational Buyers Industrial Markets(Industrial Firms) Reseller Markets(Resellers) Government Markets(Government Units) Retailers Wholesalers 5-* FIGURE 6-A Type and number of