Slide 6-2

ORGANIZATIONAL MARKETS AND

BUYER BEHAVIOR

CHAPTER

MEASURING INDUSTRIAL, RESELLER, AND GOVERNMENT

MARKETS

Slide 6-10

North American Industry

Classification System

NAICS assigns only one code to each organization based on its major

economic activity5-digit national industry codes are not

available for for all three countries when too few organizations exist in a

category

Slide 6-11

NAICS breakdown for information industries sector:NAICS code 51 (abbreviated)

CHARACTERISTICS OF ORGANIZATIONAL BUYING

Slide 6-15

• Demand Characteristics

Derived Demand

• Size of the Order or Purchase

• Number of Potential Buyers

Slide 6-19

Key organizational buying criteria

THE ORGANIZATIONAL BUYING PROCESS AND

THE BUYING CENTER

Slide 6-26

• The Buying Center:A Cross-Functional Group

Buying Center

Slide 6-29

Five roles in the buying center

Slide 6-32

Three types of buying situations or buy classes

Slide 6-60

The NAICS provides common industry definitions for Canada, Mexico, and

the U.S., which make easier the measurement of economic activity in

the three member countries of the North American Free Trade

Agreement (NAFTA).

The NAICS provides common industry definitions for Canada, Mexico, and

the U.S., which make easier the measurement of economic activity in

the three member countries of the North American Free Trade

Agreement (NAFTA).

North American Industry Classification System (NAICS)

Slide 6-61

Derived demand means the demand for industrial products and services is

driven by, or derived from, demand for consumer products and services.

Derived demand means the demand for industrial products and services is

driven by, or derived from, demand for consumer products and services.

Derived Demand

Slide 6-64

A buying center is made up of several people in an organization who

participate in the buying process.

A buying center is made up of several people in an organization who

participate in the buying process.

Buying Center