MKTG 300 Chapter Notes - Chapter 6: E-Procurement, Extranet, Reverse Auction
22 Feb 2017
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Document Summary
Business buying process business buyers determine which p/s their org needs to purchase & then find, evaluate, and choose among alternative suppliers and brands (longer & more formalized) Business-to-business (b-to-b) marketers must understand business markets & buyer behavior. Huge - far fewer, but far larger buyers & larger transactions. Buying center driven by same factors as b2c market: people. For every 1 b2c transaction, there is 1 or more b2b transactions (stuck w inventory -big problem) Inelastic demand (price changes doesn"t change demand) with fluctuating demand. Interdependency connected w/ partnerships, derived & fluctuating demand, supplier development. Buyer & seller are more dependent on each other - help customers during all stages of buying process. Derived demand business demand that ultimately comes from the demand for consumer goods. Business purchase involves more decision participants & more professional purchasing effort - involves large sums of $, complex technical & economic considerations & interactions among people at many levels.
