国际营销国际营销国际营销 (14).pdf

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1、AnalyzingBusiness MarketsChapter 7Stages in the Buying ProcessStages in the Buying ProcessProblem recognitionSomeone in the company recognizes a problem or need that can be met by acquiring a good or serviceGeneral need description and product specificationNext,the buyer determines the needed items

2、general characteristics,required quantity,and technical specificationsStages in the Buying ProcessSupplier searchCatalog sitesVertical markets“Pure Play”auctionSpot&barter marketsPrivate exchangesBuying alliancesE-procurementVertical hubsFunctional hubsDirect extranet links to major suppliersBuying

3、alliancesCompany buying sitesStages in the Buying ProcessProposal solicitationThe buyer next invites qualified suppliers to submit written proposalsSupplier selectionBefore selecting a supplier,the buying center will specify and rank desired supplier attributesA supplier-evaluation modelSupplier sel

4、ectionOvercoming price pressuresSolution sellingRisk and gain sharingNumber of suppliersStages in the Buying ProcessOrder-routine specificationAfter selecting suppliers,the buyer negotiates the final order,listing the technical specifications,the quantity needed,the expected time of delivery,return

5、policies,warranties,etc.Performance reviewThe buyer periodically reviews the performance of the chosen supplier(s)Developing Effective b2b Marketing ProgramsCommunication and branding activitiesSystems buying and sellingTotal problem solution from one seller(turnkey solution)Role of servicesBuyersup

6、plier relationshipsBasic buying and sellingBare bonesContractual transactionCustomer supplyCooperative systemsCollaborativeMutually adaptiveCustomer is kingManaging b2b Customer RelationshipsRisks and Opportunism in Business RelationshipsInstitutional and Government MarketsInstitutional marketSchools,hospitals,nursing homes,prisons,etc.that must provide goods and services to people in their careGovernment organizationsAre a major buyer of goods and services in most countries