MKTG 3104 Chapter Notes - Chapter 7: Web Portal, Retail, Organizational Culture
Document Summary
Information search -> evaluation of alternatives -> purchase decision. B2b marketing process of buying and selling goods or services to be used in the production of other goods and services, for the consumption by buying the organization and/or resale by the wholesalers and retailers. More complex and involve more members than b2c. Wholesalers firm engaged in buying, taking title to, often storing, and physically handling goods in large quantities, then reselling the goods to retailers. Distributor a type of reseller or marketing intermediary that resells manufactured products without significantly altering their form. Institutions - such as hospitals, educational organizations, and religious organizations, also purchase all kinds of goods and services. Need recognition -> product specification -> rfp process -> proposal analysis and supplier selection -> order specification -> vendor performance assessment using metrics. Request for proposals is a common process through which organizations invite alternative vendors or suppliers to bid on supplying their required components or specifications.
