More chapter 6 and 8 Flashcards
What is this ?
those manufactures, wholesalers, retailers, serivice companies, nonprofit organizations, and government agencies that buy products and services of their own use or for resale
organizational buyers
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in some way reprocess a product or service they buy before selling it again to the next buyer
industrial firms
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provides common industry definitions for cannonade, mexico, and the united states
North American industry classification system
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the objective attributes of the suppliers products and services and the capabilities of the supplier itself
organizational buying critera
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deliberate effort by organizational buyers to build relationships that shape supplies products
supplier development
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industrial buying practice in which two organizations agree to purchase each others products and services
reciprocity
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exists when a buyer and its supplier adopt mutually beneficial objectives, policies, and procedures for the purpose of lowering the cost or increasing the value of products and services delivered to the ultimate consumer
supply partnership
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the decision making process that organizations use to establish the need for products and services and identify, evaluate, and choose among alternative brands and suppliers
organizational buying bahavior
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a group of people in an organization who participate in the buying process and share common goals, risks, and knowledge important to a purchase decision
buying center
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are the people in the organization who actually use the product or service
users
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affect the buying decision, usually by helping define the specifications of what is brought
influencers
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have a formal authority and responsibility to select the supplier and negotiate the terms of the contract
buyers
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have the formal in informal power to select or approve the supplier that receives the contract
deciders
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control the flow of information in the buying center
gatekeepers
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consists of three types of organizational buying situations: straight rebuy, new buy, and modified rebuy
buy classes
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in an e-marketplace, an online auction in which a seller puts up an item for sale and would be buyers are invited to bid in competition with each other
traditional auction
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in an e-marketplace, an online auction in which a buyer communicates a need for a product or service and would be suppliers are invited to bid in competition with each other
reverse auction
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the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions
marketing research
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provides ideas about a vague problem or question
exploratory research
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generally involves trying to find the frequency with which something occurs or the extent of a relationship between two factors
descriptive research
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tries to determine the extent to which the change in one factor changes another one
casual research
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criteria or standards used in evaluating proposed solutions to the problem
measures of success
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in a decision, the restrictions placed on potential solutions to a problems
constraints
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a picture or verbal description of a product or service the firm might offer for sale
new-product concept
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economically answer questions that require consistent data collection over time
syndicated panel
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facts and figures obtained by watching how people actually behave, using mechanical, personal, or neuromarketing data collection methods
observational data
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is a specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products int heir natural use environment
ethnographic research
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allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher
open-ended quesiton
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requires respondents to select one or more response options from a set of predetermined choices
closed end or fixed alternative questions
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a five point scale in which the opposite ends have one or two word adjectives that have opposite meanings
semantic differential scale
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the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions
data mining
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a method of presenting and analyzing data involving two or more variables to discover relationships in the data
cross tabulation
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the total sales of a product that a firm expects to sell during a specified time period under specific environmental conditions and its own marketing efforts
sales forecast
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involves estimating the value to be forecast without any intervening steps
direct forecast
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involves starting with he last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast
lost-horse forecast
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involves asking prospective customers if they are likely to buy he product during some future time period
survey of buyers intentions forecast
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involves asking the firms salespeople to estimate sales during a forthcoming period
salesforce survey forecast
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extending a pattern observed in past data into the future
trend extrapolation
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