from suppliers of similar goods and services, but can come from buying organization itself. If it is not happy with the suppliers goods, services, or delivery, then it can choose to make those products itself. 6.2.2 Differences in organizational transactions 1. Buying specialists are often used Organizations often employ people who are professional purchasing agents. Just as sales gents are professional specialists at finding organizations that need the products that their employer produces, purchasing agents are specialists are professional specialists at finding what their employer needs. Whatever stereotypes you might have from experiences with salespeople in consumer sales, any negative stereotypes of salesperson behavior probably would not be appropriate in dealing with professional buyer 2. Often use multiple buying responsibility a household purchaser is often the sole decision maker. Making a sale to an organization owever,often requires selling to several entities within the buying center. For example, you might be the user of a desktop computer at work, but the decision as to what specifications were needed might have been set by someone in the computer department, the decision to buy might have been made by your department manager, bids taken buy taken by someone in the purchasing department, and the final authorization made by the company president 3. Often use multiple suppliers It is often desireable to have a long term relationship with more than one supplier, even if a second supplier has higher prices for otherwise similar terms and conditions. If problems in quality or delivery are experienced with a supplier, production can still be maintained if the second supplier can be used to replace the first. The ideals of a cozy, trusting relationship that has been promised with strategic alliances in the popular business literature does not al ways work if it es one party vulnerable as a sole supplier or buyer 4. More likely to require exact specifications A household purchaser might select a particular model of desktop computer for no other reason than it has a pleasing color. An organizational purchaser is more likely to set specifications regarding processor speed, memory, hard drive size, and such before taking bids on price. 5. Often lease equipment and space As a household consumer, you would probably prefer to own your own car, furniture, and ome. These are things that represent personal expression, status, and wealth. Your objectives as a business manager, however, are very different You might prefer to lease public warehouse space to provide the flexibility to change locations when the market demands, to lease trucks so that you can leave the problems of maintenance and disposition to someone else, etc More frequently employ competitive bidding and negotiation Household consumers(especially those of us in North America) are more likely to accept as final a price that is placed on a product in a retail setting or to accept a price that is given to us by a service provider. As a business manager, your employer is more likely to require that you accept say, three bids for a service or to negotiate various terms and conditions associated with product specifications, delivery, and price. 6.2.3 Buying center Recall that there are often multiple decision makers involved in organizational purchases This requires that the marketer is aware of the needs of the various constituancies involved in making decisions. Additionally, there can be constituancies in an organization who do not have decision making authority, but who nonetheless might have some influence over the purchase and consumpion processfrom suppliers of similar goods and services, but can come from buying organization itself. If it is not happy with the suppliers goods, services, or delivery, then it can choose to make those products itself. 6.2.2 Differences in organizational transactions 1。Buying specialists are often used Organizations often employ people who are professional purchasing agents. Just as sales agents are professional specialists at finding organizations that need the products that their employer produces, purchasing agents are specialists are professional specialists at finding what their employer needs. Whatever stereotypes you might have from experiences with salespeople in consumer sales, any negative stereotypes of salesperson behavior probably would not be appropriate in dealing with professional buyers. 2. Often use multiple buying responsibility A household purchaser is often the sole decision maker. Making a sale to an organization, however, often requires selling to several entities within the buying center. For example, you might be the user of a desktop computer at work, but the decision as to what specifications were needed might have been set by someone in the computer department, the decision to buy might have been made by your department manager, bids taken buy taken by someone in the purchasing department, and the final authorization made by the company president. 3. Often use multiple suppliers It is often desireable to have a long term relationship with more than one supplier, even if a second supplier has higher prices for otherwise similar terms and conditions. If problems in quality or delivery are experienced with a supplier, production can still be maintained if the second supplier can be used to replace the first. The ideals of a cozy, trusting relationship that has been promised with strategic alliances in the popular business literature does not always work if it leaves one party vulnerable as a sole supplier or buyer. 4. More likely to require exact specifications A household purchaser might select a particular model of desktop computer for no other reason than it has a pleasing color. An organizational purchaser is more likely to set specifications regarding processor speed, memory, hard drive size, and such before taking bids on price. 5. Often lease equipment and space As a household consumer, you would probably prefer to own your own car, furniture, and home. These are things that represent personal expression, status, and wealth. Your objectives as a business manager, however, are very different. You might prefer to lease public warehouse space to provide the flexibility to change locations when the market demands, to lease trucks so that you can leave the problems of maintenance and disposition to someone else, etc. 6. More frequently employ competitive bidding and negotiation Household consumers (especially those of us in North America) are more likely to accept as final a price that is placed on a product in a retail setting or to accept a price that is given to us by a service provider. As a business manager, your employer is more likely to require that you accept, say, three bids for a service or to negotiate various terms and conditions associated with product specifications, delivery, and price. 6.2.3 Buying center Recall that there are often multiple decision makers involved in organizational purchases. This requires that the marketer is aware of the needs of the various constituancies involved in making decisions. Additionally, there can be constituancies in an organization who do not have decision making authority, but who nonetheless might have some influence over the purchase and consumpion process