Alex Pagliuca Mike Fiorini Cristina Lane Brendan Sullivan. Chapter 7: Analyzing Business Markets Marketing Memo. Material Overview. -Organizational Buying -Business Buying Process - Institutional & Government Markets -marketing Memo. Organizational Buying.
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Alex Pagliuca Mike Fiorini Cristina Lane Brendan Sullivan Chapter 7: Analyzing Business Markets Marketing Memo
Material Overview -Organizational Buying-Business Buying Process-Institutional & Government Markets-marketing Memo
Organizational Buying • Decision making process that establishes products, services, brands and suppliers • Business Market • Organizations that acquire goods that are sold rented and supplied to others • Maintain Relationships
Business Buying Process • Initiators • Users • Influences • Deciders • Approvers • Buyers • Gatekeepers => Straight- rebuy/ Modified-rebuy/ New-rebuy
Institutional & Government Markets • Institutional Markets • Government is marketers largest customer • Average quantity ranges from $2,500- $25,000 • Lowest bid is often chosen; however, quality still remains a factor • Shelving
Selling Tech to the Government Three ways for tapping into market…1. Get In the Government IT catalog2. Work your way in3. Network Actively
Government IT catalog • Online catalog that lists periodicals & subscription services • Three types: 1. Dated periodicals 2. Irregulauar subscriptions 3. Basic manuals with supplements
Work Your Way In… 1. Make sure contractors can find you… 2. Stay on top of key contracts 3. Work angles
Network Actively • Staying connected • Trade Shows • Always look for expansion opportunities
Insight & Chapter Connection • Typical buying processes differ significantly from the way the government selects contractors • Business to Businessvs. Business to Consumer/Government • Catalogues vs. Different types of buys