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Summary principles of marketing chapter 6
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principles of marketing chapter Kotler
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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
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