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Understanding Buyers

Understanding Buyers. Module Three. 1. ________________. 2. ________________. Categories of Buyers. Firms Institutions Governments Non-Profit Organizations. Distinguishing Characteristics of Business Markets. _______________ Demand _______________ Demand

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Understanding Buyers

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  1. Understanding Buyers Module Three

  2. 1 ________________ 2 ________________ Categories of Buyers Firms Institutions Governments Non-Profit Organizations

  3. Distinguishing Characteristics of Business Markets • _______________ Demand • _______________ Demand • Higher Levels of Demand ________ • Purchasing Professionals • _____________ Buying Influences • Close Buyer-Seller Relationships

  4. Buying Decision Process _____________ ofthe Need ______ and _________of Potential Sources Selection of anOrder Routine ______________ of Desired Characteristics __________ & _______of Proposals Performance ________ and _____________ _____________ ofDesired Characteristics ________ of Proposals_________ of Suppliers

  5. ___________ __________ __________ I do not havea job. Needs Gap – An Example from theLife of a College Senior I have a job.

  6. Multi-Attribute Model Assessment of Product or Supplier Performance (P) The base score • Assessing the Relative Importance of Each Characteristic (I) The weight

  7. Score P P I I PxI PxI NetworkingOpportunities 4 2 .5 .5 Exposureof Resume 4.8 2.4 8 .3 .3 Quality Control 4 .1 .1 .4 Score NetworkingOpportunities 4 8 Exposureof Resume 5.8 4 1.2 Quality Control 6 .6 Multi-Attribute Model: an Example On-line Resume Service Campus Career Services

  8. Employing Buyer Evaluation Procedures to Enhance Selling Strategies • _________________________ Being Proposed • _______ the Buyer’s _________ about the Proposed Offering • Alter the Buyer’s Beliefs about the Competitor’s Offering • _____________________________ • Call Attention to Neglected Attributes

  9. ________________ ______________________ Complex Mix of Business Buyer Needs 37% Level of Influence On Buyers’ Satisfaction “Must-Haves” Buyers’ Level of Satisfaction 63% Level of Influence On Buyers’ Satisfaction “Delighters”

  10. Low Medium High Minimal Moderate Maximum Newness of Problem or Need Minimal Limited Extensive Information Requirements None Limited Extensive Information Search Very Small Moderate Large Consideration of New Alternatives Low Moderate High Multiple Buying Influence Financial Risks Characteristics of theThree Types of Buying Decisions Straight Rebuy Modified Rebuy New Task

  11. High Responsiveness ____________ High Assertiveness Low Assertiveness __________ __________ ____________ Low Responsiveness Communication Styles Matrix Amiable Expressive Analytical Driver

  12. Types of Purchasing Decisions • _______________ Buying Situation • Routinized Response Behavior • _______________ Buying Situation • Limited Problem Solving • _______________ Buying Situation • Extensive Problem Solving

  13. Buying Center Members • __________ • __________ • __________ • __________ • __________ • __________ The roles in the buying center work together to affects the outcome of the purchase decision.

  14. Current Developments in Purchasing Increasing Use of Information Technology Relationship Emphasis on __________ and ___________ Supply Chain Management __________ Increased Importance of Knowledge and Creativity

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