TAILIEUCHUNG - Lecture Marketing (12/e): Chapter 6 – Kerin, Hartley, Rudelius

Chapter 6 - Understanding organizations as customers. After reading chapter 6, you should be able to: Distinguish among industrial, reseller, and government organizational markets; describe the key characteristics of organizational buying that make it different from consumer buying; explain how buying centers and buying situations influence organizational purchasing; recognize the importance and nature of online buying in organizational markets. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 6-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: LO 6-1 Distinguish among industrial, reseller, and government organizational markets. Describe the key characteristics of organizational buying that make it different from consumer buying. 6- LO 6-4 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: LO 6-3 Explain how buying centers and buying situations influence organizational purchasing. Recognize the importance and nature of online buying in industrial, reseller, and government organizational markets. 6- BUYING IS MARKETING TOO! PURCHASING PUBLICATION PAPER FOR JCPENNEY 6- THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS LO 6-1 Business Marketing Organizational Buyers Industrial Markets (Industrial Firms) Reseller Markets (Resellers) Government Markets (Government .

• Marketing - Bán hàng
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