Organizational Buying Process What is Value ? May not be tangible Value is PERCEIVED by the buyer Can enhance value by: ± Packaging ± Support services ± Reliability ±…
Slide 1Purchasing Slide 2 THE OBJECTIVES OF PURCHASING 1.PROVIDE APPROPRIATE LEVELS OF SUPPLY + 2.THE APPROPRIATE LEVEL OF QUALITY + 3.THE LOWEST TOTAL COST Slide 3 WHAT…
Slide 1 B2B Brand Management Philip Kotler Waldemar Pfoertsch Oct. 2006 Slide 2 Slide 3 Slide 4 Slide 5 Establishing a B2B Brand Establishing brands in a B2B environment…