英國大學市場營銷講義(一)2-wenkub.com
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【正文】 一月 213:34 下午 一月 2115:34January 24, 2023l 1 業(yè) 余生活要有意 義 ，不要越 軌 。 15:34:0415:34:0415:34Sunday, January 24, 2023l 1知人者智，自知者明。 3:34:04 下午 3:34 下午 15:34:04一月 21l 楊 柳散和 風 ，青山澹吾 慮 。 24 一月 20233:34:04 下午 15:34:04一月 21l 1楚塞三湘接， 荊門 九派通。 15:34:0415:34:0415:341/24/2023 3:34:04 PMl 1成功就是日復一日那一點點小小努力的 積 累。 一月 213:34 下午 一月 2115:34January 24, 2023l 1行 動 出成果，工作出 財 富。 15:34:0415:34:0415:34Sunday, January 24, 2023l 1乍 見 翻疑夢，相悲各 問 年。 TV’s by Comet or Dixons 3CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 4Characteristics of Organisational BuyingDerived demand NegotiationsRisks ReciprocalbuyingNature and size of customersComplexity of buyingEconomic and technical choice criteriaBuying to specific requirementsOrganisationalPurchasesCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT The Buying CentreBuyerDecider(Decision Maker)UserGatekeeperInfluencer5Users actually 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 i
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