REVERSE MARKETING AND REVERSE MARKETING AND LOGISTICSLOGISTICS

Organizational Buying MarketsOrganizational Buying Markets

MAIN PRINCIPLEMAIN PRINCIPLE

BUYER/SELLER RELATIONSHIP IS BUYER/SELLER RELATIONSHIP IS REVERSED.REVERSED.

BUYERS SEEK OUT THE OPTIMUM BUYERS SEEK OUT THE OPTIMUM SELLERS.SELLERS.

LIVING IN A WORLD LIVING IN A WORLD DOMINATED BY DOMINATED BY

MARKETERSMARKETERS BUYING PLANS NEED TO GIVE BUYING PLANS NEED TO GIVE

PRIORITY TO NEEDS OF THE PRIORITY TO NEEDS OF THE BUYING ORGANIZATION.BUYING ORGANIZATION.

NEED FOR A COUNTERVAILING NEED FOR A COUNTERVAILING FORCE..SUCH AS REVERSE FORCE..SUCH AS REVERSE MARKETING.MARKETING.

THE CONCEPT IS BUILT AROUND THE CONCEPT IS BUILT AROUND LONG TERM RELATIONSHIPS.LONG TERM RELATIONSHIPS.

JAPANESE DEVELOPED MANY OF JAPANESE DEVELOPED MANY OF THESE CONCEPTS AROUND THEIR THESE CONCEPTS AROUND THEIR KEIRETSU’S.KEIRETSU’S.

SUPPLIERS LOCATE CLOSE TO SUPPLIERS LOCATE CLOSE TO CUSTOMERS OR A DEPOT NEARBY.CUSTOMERS OR A DEPOT NEARBY.

THE VALUE OF A GOOD THE VALUE OF A GOOD SUPPLIERSUPPLIER

EVERY SUPPLIER SWITCHING HAS EVERY SUPPLIER SWITCHING HAS A COST.A COST.

A BETTER SUPPLIER GOES WELL A BETTER SUPPLIER GOES WELL BEYOND THE MINIMUM.BEYOND THE MINIMUM.

WHEN YOU FIND A GOOD ONE KEEP WHEN YOU FIND A GOOD ONE KEEP IT AND GROW TOGETHER IN IT AND GROW TOGETHER IN EFFECTIVENESS.EFFECTIVENESS.

REASONS FOR REVERSE REASONS FOR REVERSE MARKETINGMARKETING

1. HIGHER PROFITS1. HIGHER PROFITS 2. MARKET DEFICIENCIES2. MARKET DEFICIENCIES 3.FUTURE CONSIDERATIONS 3.FUTURE CONSIDERATIONS 4. SOCIAL ,POLITICAL & 4. SOCIAL ,POLITICAL &

GEOGRAPHICAL CONSIDERATIONS.GEOGRAPHICAL CONSIDERATIONS. 5. TECHNOLOGICAL CONCERNS.275. TECHNOLOGICAL CONCERNS.27 6. CONGRUENT WITH JIT & QUALITY 6. CONGRUENT WITH JIT & QUALITY

CONTROLSCONTROLS