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Parsad Gangulee delivered this lecture at Indian Institute of Forest Management for Marketing Management and Modern Analysis. It includes: Analyzing, Business, Markets, Organizational, Buyers, Process, Institutional, Government, Agencies, Decision-making
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Analyzing Business Markets
7-
What is the business market, and how does it differ from the consumer market?
What buying situations do organizational buyers face?
Who participates in the business-to- business buying process?
7-
Decision-making process by which formal organizations establish the need for purchased products and services, and identify evaluate, and choose among alternative brands and suppliers.
7-
Fewer, larger buyers
Close supplier- customer relationships
Professional purchasing
Many buying influences
Multiple sales calls
Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers Direct purchasing
7-
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
7-
Who are the major decision participants?
What decisions do they influence?
What is their level of influence?
What evaluation criteria do they use?
7-
Buying
Procurement
Supply chain management
7-
Websites organized using vertical hubs
Websites organized using functional hubs
Direct extranet links to major suppliers
Buying alliances
Company buying sites
7-
Internal engineering assessment
Field value-in-use assessment
Focus-group value assessment
Direct survey questions
Conjoint analysis Benchmarks Compositional approach Importance ratings
7-
Availability of alternatives
Importance of supply
Complexity of supply
Supply market dynamism