Class Intro 6

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	New-task buying requires new information: search engines; web-sites; online communities; competitive bids		New-task buying requires new information: search engines; web-sites; online communities; competitive bids
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		+	Sources of information: includes whitepapers: [http://www.zehno.com/white_papers/engagement-marketing-revisited-how-to-embrace-the-new-social-media-tools/ Engagement Marketing Revisited: How to Embrace the New Social Media Tools]

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Revision as of 15:57, 1 March 2012

Business Customers and Buying Behavior.

The Economy! Weaker consumer demand has knock-on consequences throughout the supply chains. Combined with higher oil prices (cost of inputs), impact corporate buying.

Differences with final consumers: Purchase criteria and specifications; Multiple buying influence; Problem-solving process; B2B e-commerce; Buyer-seller relationships

Key types: Manufacturers; Producers of services; Retailers and Wholesalers; Government; Non-profits

Specifications: describe the need

Quality certification: ISO 9000

Buying Center: Buyers; Influencers; Deciders; Gatekeepers; Users

Influences on organizational buying includes: Vendor analysis; Behavioral needs; Ethical concerns; Centralization of purchasing

Halliburton Ego, Alcohol to Blame, Says KBR's Ex-Chief

McDonald's, friendlier ribs. Consumer pressure, with animal welfare groups, pressures organization to change. McDonald's then needs to change the behavior of its suppliers, or change suppliers.

Types of organizational buyers: straight rebuy; modified rebuy; new-task buying

New-task buying requires new information: search engines; web-sites; online communities; competitive bids

Sources of information: includes whitepapers: Engagement Marketing Revisited: How to Embrace the New Social Media Tools

Buyer-seller relationships, benefits of close relationship: mutual trust; long-term outlook; share tasks to reduce costs

Buyer-seller relationships, risks of close relationship: reduce flexibility; lock-in; not economical

Dual sourcing as an option, spreading risk of supply chain disruption.

North American Industry Classification System

Manufacturers: few are large; clustered in geographic areas; classification by business data; NAICS codes

Services: smaller and more spread out; informal buying process

Retailers and wholesalers: committee buying; buying based on data; reorders are straight rebuys

Example: Selling to Barnes & Noble Selling to store, versus selling to corporate

Government: large; competitive bids; "approved" supplier list; foreign governments; FCPA

7% hiring of disabled workers, for government contractors