MKT-3010 Lecture Notes - Lecture 15: Lemonade, Psychographic
29 Sep 2016
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Business to consumer- buying lemons for drinking lemonade. Business to business- buying lemons to sell lemonade. Business products: used to manufacture other products become a part of another product. Stage 1: need recognition generated internally or externally (suppliers) Stage 2: product specifications used by suppliers to develop proposals. Stage 4: proposal analysis, vendor negotiation, and selection several vendors negotiate. Stage 5: order specification firms place order all terms decided including payment. Stage 6: vendor analysis evaluation of vendors performance. Buying center: initiator, influencer, decider, buyer, user, and gatekeeper. Organizational buying culture: democratic, autocratic, consultative, consensus. Buying situations: new buy, modified rebuy, straight rebuy. Most b2b purchases fall in this category. Segments are changing and large competitors market to niche segments a. iii. High costs and cannibalization (take money out of one pocket and put it in another) a. iv. One to one marketing a. iv. 1. a. iv. 2. a. iv. 3. a. iv. 4.
