英國大學(xué)市場營銷講義(一)2(編輯修改稿)
2025-01-29 02:04 本頁面
【文章內(nèi)容簡介】 ally use the product. They may be the one who initiates the purchase process and may develop the product specification.Influencers supply information and advice. Outsiders such as consultants sometimes perform the role.Gatekeepers control the flow of information to the buying centre. Purchasing department Staff frequently fill the role but it could be any member of the anisation.Buyers choose suppliers and negotiate purchaseterms often reducingthe actual purchase to a clerical task.Deciders (Decision Makers) have the authority to approve the purchase.CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 6Buy phases: the anizational decisionmaking processRecognition of a problem (need)Determination of specification and quantity of needed itemSearch for and qualification of potential sourcesAcquisition and analysis of proposalsEvaluation of proposals and selection of supplier(s)Selection of an order routinePerformance feedback and evaluationCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 8VodaphoneVodaphone recognise the importance of economic choice criteria in anisational buyingCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 9Influences on anizational purchasing behaviourl straight rebuyl modified rebuyl new taskBuy classOrganizational buyerl product constituentsl product facilitiesl MROsProduct typeImportance of purchaseCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT New Task Buying The anisation makes an initial purchase of an item to be used to perform a new job or to solve a new problem. Often this involves development of specifications for products and suppliers as well as proce
高考資料相關(guān)推薦
鄂ICP備17016276號-1