Marketing Ch 6 Business-To-Business Marketing – Flashcards
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Autocratic Buying Center
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A buying center in which one person makes the decision alone, though there may be multiple participants.
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Business-to Business (B2B) Marketing
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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.
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Buyer
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The buying center participant who handles the paperwork of the actual purchase
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Buying Center
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A group of people typically responsible for the buying decisions in large organizations
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Consensus Buying Center
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A buying center in which all members of the team must reach a collective agreement that they can support a particular purchase.
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Consultative Buying Center
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A buying center in which one person makes the decision but he or she solicits input from others before doing so.
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Decider
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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
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Democratic Buying Center
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A buying center in which the majority rules in making decisions.
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Derived Demand
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the linkage between consumers' demand for a company's output and its purchase of necessary inputs to manufacture or assemble that particular output
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Distributors
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a type of reseller or marketing intermediary that resells manufactured products without significantly altering their form. Distributors often buy from manufacturers and sell to other businesses like retailers in a B2B transaction
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Gatekeeper
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the buying center participant who controls information or access to decision makers and influencers
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Influencer
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The buying center participant whose views influence other members of the buying center in making the final decision.
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Initiator
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The buying center participant who first suggests buying the particular product or service.
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Modified Rebuy
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Refers to when the buyer has purchased a similar product in the past but has decided to change some specifications, such as the desired price, quality level, customer service level, options, or so forth.
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New Buy
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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.
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Organizational Culture
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Reflects the set of values, traditions, and customs that guide a firm's employees' behavior
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Request for Proposal (RFP)
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A process through which buying organizations invite alternative suppliers to bid on supplying their required components
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Resellers
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Marketing intermediaries that resell manufactured products without significantly altering their form
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Straight Rebuy
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Refers to when the buyer or buying organization simply buys additional units of products that have previously been purchased.
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User
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The person who consumes or uses the product or service purchased by the buying center.
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Web Portal
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an Internet site whose purpose is to be a major starting point for users when they connect to the Web
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Wholesalers
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those firms engaged in buying, taking title to, often storing, and physically handling goods in large quantities, then reselling the goods (usually in smaller quantities) to retailers or industrial business users
