When you finish this chapter, you should: Know who the business and organizational customers are, see why multiple influence is common in business and organizational purchase decisions and understand how it affects the practice of marketing, understand the problem-solving behaviour of organizational buyers, know the basic methods used in organizational buying,...
Trang 1
Business and
Organizational
Customers and
Their Buying Behavior
Trang 2Chapter 7 Objectives
1 Know who the business and
organizational customers are.
2 See why multiple influence is
common in business and
organizational purchase
decisions.
3 Understand the problem
solving behavior of
organizational buyers.
4 Know the basic methods used
in organizational buying.
5 Understand the different types
of buyerseller relationships
and their benefits and
6 Know about the number and distribution of manufacturers and why they are an
important customer group.
7 Know how buying by service firms, retailers, wholesalers, and governments is similar to
—and different from—
buying by manufacturers.
8 Understand the important new terms.
Trang 3Different Types of Customers
All business and
organizational
customers
Producers
Middlemen
Governments
Nonprofits
Manufacturers Farms, mines, etc.
Financial Institutions Other providers
National
Federal State and Local Wholesalers Retailers
Trang 4Buying Centers
Buying Center Influencers
Users
Gatekeepers Deciders
Buyers
Trang 5Survival Customer satisfaction
Growth Profit Other needs
Company’s Needs
Overlap
in Needs
Individual’s
Needs
Risk Job security Comfort
Career advancement
Money-rewards
Other needs
Overlapping Needs
Trang 6Little Some
Much
None
Some
Much
Little Some
Much
Little
Medium Much
Information Needed
Review of Suppliers
Multiple Influences
Time Required
Characteristics
New-Task Buying Modified Rebuy Straight Rebuy
Type of Process
Organizational Buying Processes
Trang 7Basic Methods
Inspection
Description
Negotiated Contracts Sampling Basic Methods in Organizational Buying
Trang 8Information sharing
Linkages Cooperation
Legal bonds
Relationship Supplier Customer
Salesperson Quality
R&D
Accounting
Marketing Production
Purchasing manager
Quality
Finance
R&D
Production
Accounting
Engineering
Buyer-Seller Relationships
Trang 9Types of Organizational Buyers
Manufacturers
Service Producers
Retailers &
Wholesalers
Governments
Grouped by Industry
Close to Customers
Buying for Targets
Bids & Regulations
Focus:
Focus:
Focus:
Focus:
Trang 10Inspection Buying Sampling Buying Description Buying Competitive Bids Negotiated Contract Buying JustinTime Delivery
Reciprocity NAICS Codes Open to Buy Resident Buyers Foreign Corrupt Practices Act
Business and Organizational
Customers
ISO 9000
Purchasing Managers
Multiple Buying Influence
Buying Center
Vendor Analysis
NewTask Buying
Straight Rebuy
Modified Rebuy
Requisition
Key Terms