Bài giảng quan tri marketing 07

Bài giảng quan tri marketing Định nghĩa marketing vào thế kỷ 21 Làm Marketing phù hợp với môi trường kinh tế mới

Chapter 7

Analyzing Business Markets and Buyer

Behavior

PowerPoint by Karen E James Louisiana State University - Shreveport

 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.

 Identify the participants in the

business buying process and the various influences impacting

business buying decisions.

make their decisions.

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.”

Organizational Buying

Business Markets have

– Fewer buyers

– Larger buyers

– Geographically concentrated buyers – Close relationships with their

supplier-customers

Organizational Buying

demand

purchasing

influences

Other Business Market Characteristics

Organizational Buying

 The Business Market Includes For-Profit

Companies and Two Specialized Groups:

– The institutional market

audiences

– The government market

Organizational Buying

Buying Situations

 Straight rebuy

 Modified rebuy

 New task

from approved vendor list

minimal time commitment

 Example: copier

paper

Organizational Buying

Buying Situations

 Straight rebuy

 Modified rebuy

 New task

 Specifications,

prices, delivery terms or other aspects require modification

 Moderate level of

involvement and time commitment

computers

Organizational Buying

Buying Situations

 Straight rebuy

 Modified rebuy

 New task

 Purchasing a

product or service

for the first time

 High level of

involvement and time commitment;

multiple influences

web site design firm

or consultant

Organizational Buying

– A single provider provides the total package for the buyer’s needs

– May involve turnkey solutions

– Manufacturers sell entire systems – Supplier provides all MRO items

Participants in Business

Buying

 Initiators

 Users

 Influencers

 Deciders

 Approvers

 Buyers

Buying center members fill one or more roles in the purchase decision process:

 Gatekeepers

Influences on Business

Buyers

Major Influences

 Environmental

 Organizational

 Interpersonal

 Individual

responsibility

Influences on Business

Buyers

Major Influences

 Environmental

 Organizational

 Interpersonal

 Individual

 Objectives

 Policies

 Procedures

 Organizational

structures

 Systems

Influences on Business

Buyers

Major Influences

 Environmental

 Organizational

 Interpersonal

 Individual

 Interests

 Authority

 Status

 Empathy

 Persuasiveness

Influences on Business

Buyers

Major Influences

 Environmental

 Organizational

 Interpersonal

 Individual

 Age

Purchasing/Procurement

Process

recognition

description

specification

solicitation

specification

review

Eight Buyphases of Industrial Buying