1 / 12

HOW BUSINESS ORGANIZATIONS BUY

HOW BUSINESS ORGANIZATIONS BUY. CHAPTER 2. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013. 1. The Decision-Making Unit. Initiators: Individuals who first recognize the problem.

Download Presentation

HOW BUSINESS ORGANIZATIONS BUY

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. HOW BUSINESS ORGANIZATIONS BUY CHAPTER 2 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 1

  2. The Decision-Making Unit • Initiators: Individuals who first recognize the problem. • Gatekeepers: Individuals who control the flow of knowledge. • Buyers: Individuals who source suppliers and negotiate terms. • Deciders: People who make final decisions to buy. • Users: People who will use the products which have been purchased. • Influencers: People who advise the deciders. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 2

  3. Influences on Buyer Behavior Fig. 2.1 Environmental influences on buyer behavior Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 3

  4. Influences on Buyer Behavior Fig. 2.2 Organizational influences on buyer behavior Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 4

  5. Classifying Business Customers Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 5

  6. Buyers’ Techniques • Straight re-buy – buying same product in same quantities from same suppliers. • Modified re-buy – the buyer re-evaluates buying patterns, i.e. looks for better alternative. • New task – a complex decision process. The buyer faces technical complexities of the product, complex evaluation of alternatives, negotiation with new suppliers. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 6

  7. The Buygrid Framework Fig. 2.3 The buygridframework Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 7

  8. Value Analysis Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 8

  9. Value Analysis Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 9

  10. Value Analysis Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 10

  11. University Organization Chart Fig. 2.4 University organization chart Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 11

  12. Summary • Buyers are subject to many pressures, including emotional, organizational, political and internal influences. • The decision-making unit (DMU) or buying center makes the buying decision. • Buying organizations are most likely to be swayed by past experience with the vendor. • Resellers are driven by their customers. • Government markets are large, and almost always use a tendering system. • Institutional markets may need help in raising the funds to buy. • Buyers can be divided into OEMs, users, and aftermarketers. • Purchases may be straight re-buy, modified re-buy, or new task. • A team approach to buying dictates a team approach to selling. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 12

More Related