Marketing 3000 Chapter 7, Grewal

B2B marketing
the process of buying and selling goods or services to be used in the production of other goods and services, for consumption by the buying organization, or for resale by wholesalers and retailers
what are the various B2B markets?
1. resellers
2. institutions
3. government
4. manufacturers/service providers
list the steps in the B2B buying process
1. need recognition
2. product specification
3. request for proposals (RFP) process
4. proposal analysis and supplier selection
5. order specification
6. vendor/performance assessment using metrics
identify the roles within the buying center
1. influencer
2. decider
3. buyer
4. user
5. gatekeeper
6. initiator
what are the different types of organizational cultures
1. democratic
2. consultative
3. consensus
4. autocratic
what are the different types buying situations
1. new buy
2. straight rebuy
3. modified rebuy
marketing intermediaries that resell manufactured products without significantly altering their form
buying center
the group of people typically responsible for the buying decisions in large organizations
buying center participant who first suggests buying the particular product or service
the buying center participant whose views influence other members of the buying center in making the final decision
the buying center participant who ultimately determines any part of or the entire buying decision whether to buy, what to buy, how to buy, or where to buy
the buying center participant who handles the paperwork of the actual purchase
the person who consumer or uses the product or service purchased by the buying center
the buying center participant who controls information or access to decision makers and influencers
autocratic buying center
a buying center in which one person makes the decision alone, though there may be multiple participants
democratic buying center
a buying center in which the majority rules in making decisions
consultative buying centers
a buying center in which one person makes the decision buy he or she solicits input from others before doing so
consensus buying center
a buying center in which all members of the team must reach a collective agreement that they can support a particular purchase
new buy
in a B2B setting, a purchase of a good or service for the first time; the buying decision is likely to be quite involved because the buyer or the buying organization does not have any experience with the item
modified rebuy
refers to when the buyer has purchased a similar product in the past buy has decided to change some specifications, such as the desired price, quality level, customer service level, options, or so forth
straight rebuys
refers to when the buyer or buying organization simply buys additional units of products that have previously been purchased

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