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Chapter 7: Business and Organizational Customers and Their Buying Behavior

Chapter 7: Business and Organizational Customers and Their Buying Behavior. Manufacturers. Farms, mines, etc. Producers. Financial Institutions. Other providers. Wholesalers. Middlemen. All business and organizational customers. Retailers. Federal. Governments. State and Local.

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Chapter 7: Business and Organizational Customers and Their Buying Behavior

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  1. Chapter 7: Business and Organizational Customers and Their Buying Behavior

  2. Manufacturers Farms, mines, etc. Producers Financial Institutions Other providers Wholesalers Middlemen All business and organizational customers Retailers Federal Governments State and Local National Nonprofits Local Different Types of Customers Exhibit 7-1 7-3

  3. Business and Organizational Customers • Business and organizational buyers (i.e., customers): • Buy for resale or to produce other goods and services. • Buy to satisfy their customers and clients and often to make a profit. • Are are generally less emotional and more rational in their buying behavior. • Are motivated to buy based on quality, low cost, reliability, dependability, cooperativeness, steady supply, speedy maintenance, fast delivery. • Are generally reached with sales representatives and individualized marketing strategies. • Rely on many sources of information prior to making a decision, but will search for little additional information for an unimportant purchase. • May use vendor analysis - a formal rating of suppliers on all relevant areas of performance.

  4. Buyers Buying Center Users Influencers Gatekeepers Deciders Buying Centers Exhibit 7-2 7-4

  5. Risk Innovation Job security Survival Comfort Customer satisfaction Overlap in Needs Individual’s Needs Company’s Needs Career advancement Growth Money-rewards Profit Other needs Other needs Overlapping Needs Exhibit 7-3 7-5

  6. Characteristics Type of Process New-Task Buying Modified Rebuy Straight Rebuy Time Required Much Medium Little Multiple Influences Much Some Little Review of Suppliers Much Some None Information Needed Much Some Little Organizational Buying Processes Exhibit 7-4 7-6

  7. Inspection Sampling Basic Methods Description Negotiated Contracts Basic Methods in Organizational Buying 7-7

  8. Information sharing Linkages Finance R&D Cooperation Quality Quality R&D Salesperson Purchasing manager Supplier Relationship Customer Accounting Marketing Production Accounting Engineering Production Legal bonds Adaptations Buyer-Seller Relationships Exhibit 7-6 7-8

  9. Manufacturers Service Producers Focus: Grouped by Industry Retailers & Wholesalers Focus: Close to Customers Governments Focus: Buying for Targets Focus: Bids & Regulations Types of Organizational Buyers 7-9

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