Objectives of chapter 7: Understand the nature of the business market and how it differs from the consumer market, learn how institutions and government agencies buy, identify the different buying situations faced by organizational buyers,... Inviting you to refer.
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Nội dung Text: Bài giảng Marketing - Chương 7: Analyzing business markets and buyer behavior
- Chapter 7
Analyzing Business
Markets and Buyer
Behavior
PowerPoint by Karen E. James
Louisiana State University - Shreveport
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 7
- Objectives
Understand the nature of the business
market and how it differs from the
consumer market.
Learn how institutions and
government agencies buy.
Identify the different buying situations
faced by organizational buyers.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 7
- Objectives
Identify the participants in the
business buying process and the
various influences impacting
business buying decisions.
Understand how business buyers
make their decisions.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 7
- Organizational Buying
Organizational buying is:
“the decision-making process by
which formal organizations
establish the need for purchased
products and services and identify,
evaluate, and choose among
alternative brands and suppliers.”
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 7
- Organizational Buying
Compared to Consumer Markets,
Business Markets have . . .
– Fewer buyers
– Larger buyers
– Geographically concentrated buyers
– Close relationships with their
supplier-customers
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 7
- Organizational Buying
Other Business Market Characteristics
Fluctuating Multiple buying
demand influences
Derived demand Multiple sales calls
Inelastic demand Direct purchasing
Professional Reciprocity
purchasing Leasing
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 7
- Organizational Buying
The Business Market Includes For-Profit
Companies and Two Specialized Groups:
– The institutional market
Schools, hospitals, prisons, etc. with captive
audiences
Cost and quality standards drive purchases
– The government market
Bidding process awards contracts
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 7
- Organizational Buying
Buying Situations Routine reorders
from approved
vendor list
Straight rebuy
Low involvement,
Modified rebuy minimal time
commitment
New task
Example: copier
paper
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 7
- Organizational Buying
Buying Situations Specifications,
prices, delivery
terms or other
Straight rebuy aspects require
modification
Modified rebuy Moderate level of
New task involvement and
time commitment
Example: desktop
computers
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 7
- Organizational Buying
Buying Situations Purchasing a
product or service
for the first time
Straight rebuy High level of
involvement and
Modified rebuy time commitment;
New task multiple influences
Example: selecting
a web site design
firm or consultant
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 7
- Organizational Buying
Systems Buying
– A single provider provides the total
package for the buyer’s needs
– May involve turnkey solutions
Systems Selling
– Manufacturers sell entire systems
– Supplier provides all MRO items
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 7
- Participants in Business Buying
Buying center members fill one or more
roles in the purchase decision process:
Initiators Deciders
Users Approvers
Influencers Buyers
Gatekeepers
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 7
- Influences on Business Buyers
Demand level
Major Influences Economic outlook
Interest rates
Environmental
Technological
Organizational change
Politics/regulations
Interpersonal
Competition
Individual Concerns for social
responsibility
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 7
- Influences on Business Buyers
Major Influences Objectives
Policies
Environmental
Procedures
Organizational
Organizational
Interpersonal structures
Individual Systems
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 7
- Influences on Business Buyers
Major Influences Interests
Authority
Environmental
Status
Organizational
Empathy
Interpersonal
Persuasiveness
Individual
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 7
- Influences on Business Buyers
Major Influences Age
Income
Environmental Education
Organizational Job position
Interpersonal Personality
Risk attitudes
Individual
Culture
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 7
- Purchasing/Procurement Process
Eight Buyphases of Industrial Buying
Problem Proposal
recognition solicitation
General need Supplier selection
description Order-routine
Product specification
specification Performance
Supplier search review
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 7
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