Presentation Transcript
Slide1 : ORGANIZATIONAL MARKETS AND ORGANIZATIONAL BUYING BEHAVIOR The Concept of organizational buying The concept of organizational buying is entirely different from that of consumer buying . While the buying decisions of individual customers are made relatively easy and quickly, usually without any systematic decision-making process, organizational buying involves a through and deep analysis..
In organizational buying managers deal with personal with varied responsibilities before actually buying a products organizations purchase product raging from highly complex machinery to small components and from products that are bought on a regular basis to those that are very rarely purchased. The purchasing manager’s experience in organizational buying affects the buying process in organization.
Slide2 : Organizational markets differ from consumer markets in a number of ways. The differences could range from the time spent in the purchase process to the Number of people involved in it. Generally, the time spent in the purchase process by an individual customer is much less compared to the time taken for the purchase process in organizations. Organizational buyers are fewer compared to individual buyers. So it becomes easier for marketers to offer specialized marketing services to organizational buyers.
Slide3 :
Types of organizational buying situations and situational factor Organizational buying situations can be classified in to three categories New task Straight rebuy Modified rebuy A Situation wherein
a Product is
purchased
For the 1st time. Is a process of buying
a pro-Duct that has
been purchased
Frequently and regularly. A Purchasing Manager
Buys goods that have
Been purchased earlier
But changes specification
Quantitiy,delivery,schedule
Slide4 : Organizational market in India Industrial market divided in to 3 sectors. Chemical andamp;
Pharmaceutical Energy andamp;
Natural
Resources Industrial
andamp;
Automotive
Sector. High growth rate
huge profits, Indian
Market is potantial Fuel, Coal is making com
Look for alternative source
Of energy such as
Natural Gas, include crude
Oil natural gas forest
Timber etc. Normally associated with
infrastructure development in the
Country success of co. directly
Link with financial status and econo
-mic growth of country
Catch the
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