PSU MRKT 485 - THE ORGANIZATIONAL BUYING PROCESS (21 pages)

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THE ORGANIZATIONAL BUYING PROCESS



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THE ORGANIZATIONAL BUYING PROCESS

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Lecture Notes


Pages:
21
School:
Pennsylvania State University
Course:
Mrkt 485 - BUSINESS TO-BUSINESS MARKETING

Unformatted text preview:

CHAPTER 2 THE ORGANIZATIONAL BUYING PROCESS Important Topics of the Chapter Changing Role of Business Buyer The Business Buying Process Business Buying and Buying Center Environmental Forces and Buying Decision Objectives of Business Buyers Availability of Product service Reliability of sellers Consistency of quality delivery and price Decision by business buyers directly effects to cost and profitability Changing Role of Buyer Relationship marketing Alliances and strategic partnership understanding the needs treating as a partner employees are friendly with customers providing quality service Profile of a business buyer 36 45 years old and at least 15 years experience have degree in business Women are gradually increasing Value Analysis Developed by GE in 1940s It aims at studying products and all its components to improve quality lower cost with more stable supply It exchanges efficiency and profitability It may be used for vendor cooperation with lower cost Its purpose to secure improved performance with approach It cannot be implemented without input from production purchasing and marketing Make or Buy Analysis It may be generated because of poor vendor performance Ascertaining Profitability All cost must be considered such as delivery direct labor purchasing and opportunity Resources in maximizing production managerial and financial capabilities can be formalized Profitability of the organization is higher Make or Buy Analysis cont Manufacturing Make or Buy decision will be based upon if Items are required in large volume and suppliers are unreliable They are adopted in manufacturing facility It is cheaper to produce than purchasing from a vendor It is not protected by patent rights Negotiation It is the art of bringing two sides together to obtain desired objectives It is a technique of communicating ideas It represents a structural process related to quality quantity payment term and service The both sides should show self confidence selfesteem courage



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