【文章內(nèi)容簡介】 iness marketing and consumer marketing still has to solve the buyers’ problems. Time and attention to detail may be extended for businesstobusiness marketers but the accepted marketing principles of price, place, promotion, and product still apply it is just their implementation and application(s) that differ. MARKETING DISCUSSIONConsider some of the consumer behavior topics from Chapter 6. How might you apply them to businesstobusiness settings? For example, how might nonpensatory models of choice work? Suggested Response:From Chapter 6 we have learned that consumer behavior is influenced by cultural factors, social factors, and personal factors. These are individual considerations that apply to the businesstobusiness market as well as to the consumer market. The difference is that all of the members of the buying center will possess different sets of these considerations and that the businesstobusiness marketer must try to appeal to all of these simultaneously. In addition, there are four main psychological processes: motivation, perception, learning, and memory apply as well to the businesstobusiness market. Again, in businesstobusiness marketing, each member of the buying center will exhibit different degrees of each of these processes.Finally, in the businesstobusiness buying situation, problem recognition, information search, evaluation of alternatives, purchase decisions, and postpurchase behavior will differ from the consumer market. The difference(s) lie in the amount of time involved, the degree of research expended, the decisionmaker’s role and the evaluation of the product or service. In the businesstobusiness market, more attention is paid to information search, purchase decisions, the evaluation of alternatives, and the fact that the “user” may not be the final decision maker. In the businesstobusiness market, there are seven roles demonstrated by people within the pany (initiators, users, influencers, deciders, approvers, buyers, and gatekeepers), each of which must be considered as a factor in the selling process. In the consumer market, many of these roles are included in the single role as buyer. Nonpensatory choice models and other “impartial” decisionmaking tools receive a greater degree of importance as the businesstobusiness buying center tries to remove personal choice options from the equation. MARKETING SPOTLIGHT—GEDiscussion Questions1) What have been the key success factors for GE?a. Advertising campaigns that present a unified GE message and that portrays their innovation inherent in all its wideranging products.b. GE’s success rests on its ability to understand the business market.2) Where is GE vulnerable?a. It must continue to understand the businesstobusiness market and the business buying processes around the world and those unique to each country and industry in which they pete. 3) What should they watch out for?a. Changes to businesstobusiness practices on the local, national, and international levels.4) What remendations would you make to GE’s senior marketing executives going forward? Do not get placent or overly fortable with their successes. 5) What should they be sure to do with their marketing? Continue to integrate the brand across all businesses and direct their marketing to each of their businesstobusiness customers. DETAILED CHAPTER OUTLINE Business organizations do not only sell, each buys vast quantities of raw materials, manufactured ponents, plant and equipment, suppliers, and business services. Much of basic marketing also applies to business marketers. What Is Organizational Buying? Webster and Wind define organizational buying as the decisionmaking process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.A) The business market consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others.B) More dollars and items are involved in sales to business buyers than to consumers.1) Business markets have several characteristics that contrast sharply with those of consumer markets:a. Fewer, larger buyers.b. Close suppliercustomer relationship.c. Professional purchasing.d. Several buying influences.e. Multiple sales call.f. Derived demand.g. Inelastic demand.h. Fluctuation demand.i. Geographically concentrated buyers.j. Direct purchasing.Buying Situations The business buyer faces many decisions in making a purchase. The number of decisions depends on the buying situation: plexity of the problem being solved, newness of the buying requirement, number of people involved, and time required. There are three types of buying situations: the straight rebuy, modified rebuy, and new task. A) Straight rebuy is when the purchasing department reorders on a routine basis and chooses from suppliers on an “approved lists.”B) Modified rebuy is when the buyer wants to modify product specifications, prices, delivery requirements, or other items. C) New task is when the purchaser buys a product or service for the first time.1) The business buyer makes the fewest decisions in the straight rebuy situation and the most in the newtask situation.2) In the newtask situation, the buyer has to determine product specifications, price limits, delivery terms and times, service terms, payment terms, order quantities, acceptable suppliers, and the selected supplier. This situation is the marketer’s greatest opportunity and challenge.3) Because of the plicated selling involved, many panies use a missionary sales force consisting of their most effective salespeople for newtask situations. Review Key Definitions here: business market, straight rebuy, modified rebuy, new task, and missionary sales forceSystems Buyin