TAILIEUCHUNG - Lecture Marketing: The core (5/e): Chapter 5 – Kerin, Hartley, Rudelius

Chapter 5: Understanding organizations as customers. When you finish this chapter, you should: 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. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO: Distinguish among industrial, reseller, and government organizational markets. LO1 Describe the key characteristics of organizational buying that make it different from consumer buying. LO2 5- LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO: Explain how buying centers and buying situations influence organizational purchasing. Recognize the importance and nature of online buying in organizational markets. LO4 5- BUYING PUBLICATION PAPER IS A SERIOUS MARKETING RESPONSIBILITY AT JCPENNEY 5- Business Marketing THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS LO1 Organizational Buyers Industrial Markets (Industrial Firms) Reseller Markets (Resellers) Government Markets (Government Units) Retailers Wholesalers Mars Curiosity 5- NASA Mars Curiosity photo courtesy of .

• Marketing - Bán hàng
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