Organizational Marketing Process Management

Firstly, the Author discuss the several concepts about organizational marketing, and present the original and common features of these concepts. Giving out the comparison of several concepts about the organizational marketing, comparing the organizational market and consumer market, depict the features of organizational market and organizational marketing, summarize the importance and necessity of studying on organizational market. Then discuss the organizational buying behaviors, including organizational buying objects, methodology, functions. Classify the buying behaviors, study the decision making unit(DMU), the structure and the play roles in it. Next, studying on organizational buying decision making process, quote some common-accepted organizational marketing theories, such as Web and Wind Model( focusing on buying decision make) and interactive approach model (focusing on buying process).In the end of the second chapter, summarize out the buying steps model, it will be the foundation of the organizational marketing models in the third chapter.The third chapter is the core of this article, base on the buying steps model ,according to the seven marketing steps to design the marketing models, and discuss each function in marketing process. Including needs segment, evaluate alternatives and risk evaluation. These models is applied in marketing work, but lack of systematical. This time, according to marketing theory , make a structure for them so as for easy application. In four chapter, focus on the models application in marketing management process, studying on the linked issues and provide solutions and some advices, in order to help us to put this way in marketing practice.In the end, through a really case studying to discuss how these models of marketing process management to apply, a graphic depict on these marketing models, and give the measurement standard on the marketing process application effect. Demonstrate the way how to apply the measurement way. Because of the studying on organizational marketing process management infrequently, the documents about this topic is insufficiency. Some mistakes may be unavoidable. The author wishes this study to enrich the organizational marketing theory, and can be a reference for the enterprises to practise the process management.