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2.DIFFERENTIATNG ORGANIZATION BUYERS
3.CATEGORIZING ORGANIZATIONAL BUYERS
4.TYPES OF BUYING SITUATIONS
5.STAGES IN THE ORGANIZATIONAL BUYING PROCESS
6.TYPES OF PRODUCTS AND SERVICES PURCHASED BY ORGANIZATIONS
7.COMPLEX DECISION PROCESSES IN ORGANIZATIONAL PURCHASE
8.THE INFLUENCE OF FUNCTIONAL-AREA PERSPECTIVES AND BUYING-CENTER ROLES ON ORGANIZATIONAL BUYING
9.MARKETING TO DIFFERENT TYPES OF ORGANIZATIONS: CURRENT TRENDS
10.SEGMENTATION ORGANIZATIONAL 11.BUYERS:IMPLICATIONS FOR MARKETING STRATEGY
1.Delphi-Engine Management Systems, a division of General Motors Corporation,
produces many components that manage fuel and exhaust flow in automobiles.
2.Organizations must keep in mind other differences between individual and organizational
customer, such as differences in
1)overall size(e.g. financial resources, number of employees)
2)formality of relationships
3)categories of buyers
4)kinds of goods and services organizational customers purchase
and the complexity of their decision-making processes
5)the product and service attributes such customers consider most important.
These topics are considered throughout this chapter