Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Analyzing
Business
Markets
Chapter Questions
Chapter Questions
Characteristics of
Business Markets
Fewer buyers
Close suppliercustomer
relationships
Professional
purchasing
Many buying
influences
Buying Situation
Straight Rebuy
Modified Rebuy
New Task
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
Of Concern to Marketers
Problem recognition
General need description
Product specification
Supplier search
Proposal solicitation
Supplier selection
Order-routine specification
Performance review
Catalog sites
Vertical markets
Pure play auction sites
Spot markets
Private exchanges
Barter markets
Buying alliances
Internal engineering
assessment
Field value-in-use
assessment
Focus-group value
assessment
Direct survey
questions
Conjoint analysis
Benchmarks
Compositional
approach
Importance ratings
Categories of Buyer-Seller
Relationships
Cooperative
systems
Collaborative
Mutually adaptive
Customer is king
Institutional Markets
The institutional market consists of schools,
college and university hostels, hospitals and
nursing homes, and other institutions that
provide goods and services to people in their
care. Many of these organizations are
characterized by low budgets and captive
clienteles.
For Review
For Review