Chapter 7. Business and Organizational Customers and Their Buying Behavior. When You Finish This Chapter, You Should: 1. Know who the business and organizational customers are. 2. See why multiple influence is common in business and organizational purchase decisions. | I Perreault-McCarthy Basic I Marketing A Global-Managerial Approach 14 e The McGraw-Hill Companies 2002 7. Business and I Text Organizational Customers and Their Buying Behavior 1 When You Finish This Chapter You Should 1. Know who the business and organizational customers are. 2. See why multiple influence is common in business and organizational purchase decisions. 3. Understand the problem-solving behavior of organizational buyers. 4. Understand the different types of buyer-seller relationships and their benefits and limitations. 5. Know the basic e-commerce methods used in organizational buying. 6. Know about the number and distribution of manufacturers and why they are an important customer group. 7. Know how buying by service firms retailers wholesalers and governments is similar to and different from buying by manufacturers. 8. Understand the important new terms shown in red . Chapter Seven Business and Organizational Customers and Their Buying Behavior MetoKote Corp. specializes in protective coatings like powdercoat and liquid paint that other manufacturers need for the parts and equipment they make. For example when you see John Deere JD agricultural or construction equipment its familiar green finish probably came from MetoKote. In fact John Deere and MetoKote have a close buyerseller relationship. While purchasing managers at Deere use Internet portals to identify suppliers and get competitive A bids for many items they need it s different with MetoKote. Deere isn t going to switch to some other supplier just because an Internet search identifies some cheaper place promotion price produc Perreault-McCarthy Basic 7. Business and Text Marketing A Organizational Customers Global-Managerial and Their Buying Behavior Approach 14 e The McGraw-Hill Companies 2002 does best. Deere s finance people liked the idea that a Deere plant could be smaller and less costly to build and maintain if it didn t need space for big spray booths. Because MetoKote does not have
