BuyerBehaviourinConsumerandOrganisationalMarkets英文版.pptx
- 文档编号:30847351
- 上传时间:2024-02-05
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BuyerBehaviourinConsumerandOrganisationalMarkets英文版.pptx
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CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTLecture2:
BuyerBehaviourinConsumerandOrganisationalMarketsLectureObjectivesBuyerBehaviourConsumerDecisionMakingProcessCharacteristicsofOrganisationalBuyingCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT2UnderstandingcustomersHowdotheybuy?
Whataretheirchoicecriteria?
CustomersWhoisimportant?
Wheredotheybuy?
Whendotheybuy?
CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTTheConsumerDecision-MakingProcessNeedrecognition/problemawareness9InformationsearchEvaluationOfalternativesPurchasePost-purchaseevaluationofalternativesCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTChoiceCriteriaUsedWhenEvaluatingAlternatives5Technical-ReliabilityDurabilityPerformanceStyle/looksComfortDeliveryConvenienceTasteEconomic-PriceValueformoneyRunningcostsResidualvalueLifestylecostsSocial-StatusSocialbelongingConventionFashionPersonal-Self-imageMoralsEmotionsCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT8DeterminantsoftheextentofproblemsolvingSelf-imagePerceivedriskSocialfactorsHedonismDifferentiationandnumberofalternativesLevelofinvolvementTimepressureExtentofproblemsolvingCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTTheconsumerdecision-makingprocessandlevelofpurchaseinvolvement10StageLowInvolvementHighInvolvementNeedrecognitionproblemawarenessMinorMajorpersonalityimportantInformationsearchLimitedsearchExtensivesearchEvaluationofalternativesandthepurchaseFewalternativesevaluatedonfewchoicecriteriaManyalternativesevaluatedonmanychoicecriteriaPost-purchaseevaluationofthedecisionLimitedevaluationmediasearchExtensiveevaluationincludingmediasearchCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTSonyTheimportanceofemotionandtherelationshipbetweenfeelingsandrationalisationsishighlightedinthisSonyad.4CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTOrangeMarketersusecolourtoconveymeaninginthisadvertisement11CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT12FordKaMarketersusecolourtoconveymeaninginthisadvertise-mentCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTConsumerorOrganisationalProductsWhywastheproductPurchased?
ForpersonalorhouseholduselForuseintheoperationofabusinessororganisation.lTomanufactureotherproductslForresaletoothersORGANISATIONALPRODUCTCONSUMERPRODUCT2CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTSomeExamplesofOrganisationalBuyingPapercupsbyMcDonaldsComputerchipsbyToshibaConcretebyLocalAuthoritiesOilbyElectricityGeneratorsFertiliserbyFarmersAccountancyservicesbyLtd.CompaniesTVsbyCometorDixons3CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT4CharacteristicsofOrganisationalBuyingDeriveddemandNegotiationsRisksReciprocalbuyingNatureandsizeofcustomersComplexityofbuyingEconomicandtechnicalchoicecriteriaBuyingtospecificrequirementsOrganisationalPurchasesCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTTheBuyingCentreBuyerDecider(DecisionMaker)UserGatekeeperInfluencer5Usersactuallyusetheproduct.Theymaybetheonewhoinitiatesthepurchaseprocessandmaydeveloptheproductspecification.Influencerssupplyinformationandadvice.Outsiderssuchasconsultantssometimesperformtherole.Gatekeeperscontroltheflowofinformationtothebuyingcentre.PurchasingdepartmentStafffrequentlyfilltherolebutitcouldbeanymemberoftheorganisation.Buyerschoosesuppliersandnegotiatepurchasetermsoftenreducingtheactualpurchasetoaclericaltask.Deciders(DecisionMakers)havetheauthoritytoapprovethepurchase.CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT6Buyphases:
theorganizationaldecision-makingprocessRecognitionofaproblem(need)DeterminationofspecificationandquantityofneededitemSearchforandqualificationofpotentialsourcesAcquisitionandanalysisofproposalsEvaluationofproposalsandselectionofsupplier(s)SelectionofanorderroutinePerformancefeedbackandevaluationCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT8VodaphoneVodaphonerecognisetheimportanceofeconomicchoicecriteriainorganisationalbuyingCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT9InfluencesonorganizationalpurchasingbehaviourGstraightre-buyGmodifiedre-buyGnewtaskBuyclassOrganizationalbuyerGproductconstituentsGproductfacilitiesGMROsProducttypeImportanceofpurchaseCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTNewTaskBuyingTheorganisationmakesaninitialpurchaseofanitemtobeusedtoperformanewjobortosolveanewproblem.Oftenthisinvolvesdevelopmentofspecificationsforproductsandsuppliersaswellasproceduresforfuturepurchases.Highinformationrequirementfrommanysuppliers.Example:
newITfacility11CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTModifiedRebuyWhenanewtaskpurchaseischangedonrepeatpurchases.Thebuyermayrequirefasterdeliverylowerpricesormodifiedspecifications.Regularsuppliersbecomemorecompetitiveandnewsuppliersmaybeincludedintheselection.Moderateamountsofinformationarerequired.Example:
upgradingofficesoftware12CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTStraightRebuyThebuyerpurchasesthesameproductsagainroutinelyunderapproximatelythesametermsofsale.Suppliersarefamiliar,haveprovidedsatisfactoryserviceinthepastandmayevenhavesetupautomaticre-orderingsystems.Littleinformationisrequired.Example:
re-orderingphotocopyingpaper13CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTBuyingSituationImplicationsTimetakenfordecisionNoofpeopleinvolvedinbuyingcentreStraightRebuyNewTaskModifiedRebuy10CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT14ReversemarketingSupplierBuyerSuppliersellsbytakinginitiativeBuyertakesinitiativetopersuadesuppliertoprovideTraditionalmarketingReversemarketingCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT15SiemensSiemensbuildsrelationshipswithcompaniesaroundtheworld谢谢2425年月日04:
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