Marketing

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Author:
rebekaheh
ID:
36044
Filename:
Marketing
Updated:
2010-09-20 15:44:39
Tags:
Chapter Six
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Description:
Understanding Organizations as Customers
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  1. involves the marketing of goods and services to companies, governments, or not-for-profit organizations for use in the creation of goods and services that they can produce and market to others
    Business marketing
  2. are those manufactureers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale
    Organizational Buyers
  3. provides common industry definitions for Canada, Mexico, and the U.S., which makes it easier to measure economic activity in the three member countries of the North American Free Trade Agreement (NAFTA)
    The North American Industry Classification System (NAICS)
  4. is the demand for industrial products and services is driven by, or derived from, demand for consumer products and services.
    Derived demand
  5. is the decision - making process that organizations use to establish the need for products and services and identify, evaluate, and choose among alternative brands and suppliers
    Organizational Buying Behavior
  6. consists of a group of people in an organization who participate in the buying process and share common goals, risks, and knowledge important to purchase decisions.
    Buying Center
  7. consists of three types of organizational buying situations: straight rebuy, new buy, and modified rebuy.
    Buy Classes
  8. are online trading communities that bring together buyers and supplier organizations to make possible the real time exchange of information, money, products, and services. Also called B2B exchanges or e-hubs
    E-Marketplaces
  9. is, within an e-marketplace, an online auction in which a seller puts an item up for sale and would-be buyers are invited to bid in competition with each other
    Traditional auction
  10. is, within an e-marketplace, an online auction in which a buyer communicates a need for a product or service and would-be suppliers are invited to bid in competition with each other
    Reverse Auction

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