organizational customers
- commercial enterprises
- government units
- non profit organizations
commercial enterprises
- industrial distributers
- value added resellers
- OEMs
- users and end users
industrial distributers
- provide (form, time, place, possession) utility
- assort products from many manufacturers based on segment needs
- serve smaller customers
value added resellers
- more tan just a distributor
- provide unique, complete offering from many sources
- create value network at the user level
OEM
- buy products to use in their product
- largest volume users of goods and services
users and end users
- a manufacturer that buys goods or services to incorporate into their product
- IDENTITY OF PRODUCT BECOMES LOST
government units
85,000 local, state and federal units
- more than 35% of GNP
- largest consuming group in the US
example of user/end user
Goodyear buys steel to make tires so goodyear is the steel manufacturer’s end user
example of OEM
Goodyear is an OEM to auto industry
non profit organizations
- hospitals
- churches
- colleges
- nursing homes
product types
- raw material producers
- component parts & manufactured materials producer
- accessory equipment suppliers
- capital goods manufacturers
raw materials producer
- compete in price sensitive markets
- seek value added positions
- product loses identity
- dominated by few large producers
component parts & manufactured materials producer
- parts retain same form
- retain identity when in new product
- differentiated by value added
ex. disc drive in computers
capital goods manufacturer
- large purchases with high risk to consumer
- many people involved in decision
- customer expect installation, equipment, and accessories
accessory equipment suppliers
- equipment that works with another offering
- accessories can be added to a bundle
- produced by independent supplier
publics
communities of interested parties who are not direct participants in a market as customers, channel members, suppliers or competitors
types of publics
- financial publics
- independent press
- public interest groups
- internal publics
why do publics care
- economic or societal effects of activities
- may be considered stakeholders in the buying center
the competitive environment
- influences value creation and behavior on market participants
- pure comp, mono comp, olig comp, pure mono
PLC
intro, growth, maturity, decline
TALC
technophiles, visionaries, pragmatists, conservatives, laggards
