Professional Documents
Culture Documents
Analyzing
Business Markets
Straight
Straight rebuy
rebuy
Modified
Modified rebuy
rebuy
New
New task
task
Prime Second-tier
contractors contractors
Users
Users
Influencers
Influencers
Deciders
Deciders
Approvers
Approvers
Buyers
Buyers
Gatekeepers
Gatekeepers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-10
Of Concern to Business Marketers
Key Buying
Small Sellers Influencers
Multilevel
Large Sellers In-depth
Selling
• Catalog sites
• Vertical markets
• Pure play auction sites
• Spot markets
• Private exchanges
• Barter markets
• Buying alliances
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-15
Methods of e-Procurement
Limit
Limit quantity
quantity purchased
purchased
Allow
Allow no
no refunds
refunds
Make
Make no
no adjustments
adjustments
Provide
Provide no
no services
services
Stockless
purchase plans
Vendor-managed
inventory
Continuous
replenishment
Expertise
Trustworthiness Likeability
Cooperating
Transparent
Design
Product/Service Product
Quality Comparison
Pervasive
Partnering
Advocacy
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-22
Factors Affecting
Buyer-Supplier Relationships
Availability of Importance of
alternatives supply