Summary
Summary principles of marketing chapter 6
- Course
- Institution
- Book
principles of marketing chapter Kotler
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Complete summary of book and lectures slides of Marketing I and II
-
Summary Principles of Marketing IB Y2Q2
-
Samenvatting marketing IBS jaar 1
Seller
Follow
rrrsss
Content preview
MarketingChapter 6
Business buyer behaviour:
- Buying behaviour of organisations that buy goods and services for use in the
production of other products and services that are sold, rented or supplied to others
Environmental organisational interpersonal individual buyers
Business buying process:
- The decision process by which business buyers determine which products and
services their organisations need to purchase and then find, evaluate and choose
among alternative suppliers and brands
Market structure and demand:
1. Fewer and larger buyers
2. Derived demand = business demand that actually comes from the demand for
consumer goods
a. Inelastic demand
b. Fluctuating demand
3. Buyer and seller dependency
Decision process:
More complex
More decision participants
More professional purchasing effort
Supplier development:
- Systematic development of networks of supplier-partners to ensure an appropriate
and dependable supply of products and materials that they will use in making their
own products
Major types of buying situations:
1. Straight rebuy = routine purchase decision such as reorder without any modification
2. Modified rebuy = purchase decision that requires some research where the buyer
want to modify the product specification, price, terms or suppliers
3. New task = purchase decision that requires thorough research such as a new product
4. Systems selling = involves the purchase of a packaged solution to a problem from a
single seller
Participants in the buying process:
Buying centre = the decision making unit of an organisation
Users = members who will actually use the purchased product or service
Influencers = people in an organisation who affect the buying decision; they often
help define specifications and also provide information for evaluating alternatives
Buyers = people in an organisation who make an actual purchase
Deciders = people with formal or informal power to select or approve the final
suppliers
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller rrrsss. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.20. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
53068 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now