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Understanding Buyers

3. Understanding Buyers. Learning Objectives. Categorize primary types of buyers . Discuss the distinguishing characteristics of business markets. List the different steps in the business-to-business buying process . Discuss the different types of buyer needs. L. 4. L. L. L. 1. 2. 3.

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Understanding Buyers

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  1. 3 Understanding Buyers

  2. Learning Objectives Categorize primary types of buyers. Discuss the distinguishing characteristics of business markets. List the different steps in the business-to-business buying process. Discuss the different types of buyer needs. L 4 L L L 1 2 3

  3. Learning Objectives Describe how buyers evaluate suppliers and alternative sales offerings by using the multi-attribute model of evaluation. Explain the two-factor model that buyers use to evaluate the performance of sales offerings and develop satisfaction. Explain the different types of purchasing decisions. L L L 6 5 7

  4. Learning Objectives Describe the four communication styles and how salespeople must adapt and flex their own styles to maximize communication. Explain the concept of buying teams and specify the different member roles. Identify current developments in purchasing. L L L 8 9 10

  5. Categories of Buyers Consumer Markets Business Markets Firms Governments Institutions

  6. Distinguishing Characteristics of Business Markets • Concentrated Demand • Derived Demand • Higher Levels of Demand Fluctuation • Purchasing Professionals • Multiple Buying Influences • Close Buyer-SellerRelationships

  7. Buying Decision Process

  8. Desired State NeedsGap Actual State I do not havea job. Needs Gap – An Example from theLife of a College Senior I have a job.

  9. Desired State Needs Gap250 Units Per Day Actual State The Needs Gap Produce 1,250 Units Per Day Produce 1,000 Units Per Day

  10. Situational Needs Types of Buyer Needs I need a new cell phone now because mine is broken and I am heading out-of-town. I need a cell phone with a keyboard. I need a state-of-the-art cell phone so I will be recognized as a technology-savvy person. I need a cell phone with an extended warranty. I need comprehensive training on how to use a new cell phone. Functional Needs Social Needs Psychological Needs Knowledge Needs

  11. Ethical Dilemma

  12. Buyer Needs and Benefit-Based Solutions

  13. Organizational vs. Individual Needs

  14. Request for Proposal RFP: A form developed by firms and distributed to qualified potential suppliers that help suppliers develop and submit solution proposals.

  15. Procedures for EvaluatingSuppliers and Products Descriptive Rating

  16. Procedures for EvaluatingSuppliers and Products Performance Score Rating

  17. Procedures for EvaluatingSuppliers and Products Multi-Attribute Model

  18. Procedures for EvaluatingSuppliers and Products Multi-Attribute Model Weighting of the performance characteristics changed the outcome.

  19. Employing Buyer Evaluation Procedures to Enhance Selling Strategies • Modify the Product Offering Being Proposed • Alter the Buyer’s Beliefs about the Proposed Offering • Alter the Buyer’s Beliefs about the Competitor’s Offering • Alter the ImportanceWeights • Call Attention to Neglected Attributes

  20. Postpurchase Evaluation and the Formation of Satisfaction

  21. Types of Purchasing Decisions Electronic Data Interchange (EDI): Transfer of data electronically between two computer systems.

  22. Buying Decision Types

  23. Understanding Communication Styles

  24. Communication Styles Matrix

  25. Communication Style Flexing The process by which the salesperson adjusts his/her communication style to fit that of the customers in order tofacilitate effectivecommunication.

  26. Buying Teams Employees from one or more departments fill the roles in the buying center and work together to affect the outcome of the purchase decision.

  27. Current Developments in Purchasing Target Pricing Increased Outsourcing Supply Chain Management Increasing Use of Information Technology Increased Importance of Knowledge and Creativity Buyers’ Access to and Demand for Relevant Information Relationship Emphasis on Cooperation and Collaboration

  28. Ethical Dilemma

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