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Bộ Slide Bài Giảng Quản Trị Marketing
To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 7©2003 Prentice Hall, Inc.Chapter 7Chapter 7Analyzing Business Analyzing Business Markets and Buyer Markets and Buyer BehaviorBehaviorPowerPoint by Karen E. JamesPowerPoint by Karen E. JamesLouisiana State University - ShreveportLouisiana State University - Shreveport To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 7©2003 Prentice Hall, Inc.ObjectivesObjectivesUnderstand 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. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 7©2003 Prentice Hall, Inc.ObjectivesObjectivesIdentify the participants in the business buying process and the various influences impacting business buying decisions.Understand how business buyers make their decisions. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingOrganizational 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.” To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingCompared to Consumer Markets, Business Markets have . . .–Fewer buyers–Larger buyers–Geographically concentrated buyers–Close relationships with their supplier-customers To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingFluctuating demandDerived demandInelastic demandProfessional purchasingMultiple buying influencesMultiple sales callsDirect purchasingReciprocityLeasingOther Business Market Characteristics To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingThe Business Market Includes For-Profit Companies and Two Specialized Groups:–The institutional marketSchools, hospitals, prisons, etc. with captive audiencesCost and quality standards drive purchases–The government marketBidding process awards contracts To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingBuying SituationsStraight rebuyModified rebuyNew taskRoutine reorders from approved vendor listLow involvement, minimal time commitmentExample: copier paper To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingBuying SituationsStraight rebuyModified rebuyNew taskSpecifications, prices, delivery terms or other aspects require modification Moderate level of involvement and time commitmentExample: desktop computers To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingBuying SituationsStraight rebuyModified rebuyNew taskPurchasing a product or service for the first time High level of involvement and time commitment; multiple influencesExample: selecting a web site design firm or consultant [...]... Inc To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 7 Participants in Business Buying Buying center members fill one or more roles in the purchase decision process: Initiators Deciders Users Approvers Influencers Buyers Gatekeepers ©2003 Prentice Hall, Inc To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 7 Influences... responsibility To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 7 Influences on Business Buyers Major Influences Environmental Organizational Objectives Policies Procedures Interpersonal Organizational structures Individual Systems ©2003 Prentice Hall, Inc To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 7 Influences on Business... Persuasiveness To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 7 Influences on Business Buyers Major Influences Age Income Environmental Education Organizational Job position Interpersonal Personality Individual ©2003 Prentice Hall, Inc Risk attitudes Culture To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 7 Purchasing/Procurement... need description Supplier selection Product specification Supplier search ©2003 Prentice Hall, Inc Order-routine specification Performance review To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 7 . To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 7©2003 Prentice Hall, Inc.Chapter 7Chapter. State University - Shreveport To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 7©2003 Prentice Hall, Inc.ObjectivesObjectivesUnderstand