Tài liệu Giáo trình: Marketing Management_ Chapter 05 docx

5 - 1 Chapter Chapter 5 5 Organizational Organizational Buying Buying Behavior Behavior 5 - 2 Key Learning Points Key Learning Points   The key differences between consumer The key differences between consumer and industrial marketing. and industrial marketing.   Market segmentation for marketing to Market segmentation for marketing to organizations. organizations.   Understanding why organizational buyers Understanding why organizational buyers make decisions. make decisions.   Understanding how organizations make Understanding how organizations make purchasing decisions. purchasing decisions.   The importance of knowing where and The importance of knowing where and when such purchases are made. when such purchases are made. 5 - 3 Product & Service Product & Service Decisions Decisions “ “ When a firm markets a product or When a firm markets a product or service to another organization, it service to another organization, it is called is called organizational marketing, organizational marketing, industrial marketing, industrial marketing, and since the and since the Internet boom of the late 1990s, Internet boom of the late 1990s, B B - - to to - - B (business B (business - - to to - - business) business) marketing. marketing. ” ” 5 - 3 - Russell S. Winer 5 - 4 Organizational Buying Organizational Buying   Buying Centers Buying Centers – – A group of individuals who are A group of individuals who are collectively involved in an collectively involved in an organizational buying decision. organizational buying decision. – – Key distinction between consumer and Key distinction between consumer and industrial purchase decision making as industrial purchase decision making as the dynamics of group decision making the dynamics of group decision making differ significantly from an individual differ significantly from an individual ’ ’ s s decision decision - - making process. making process. 5 - 5 Industrial vs. Consumer Industrial vs. Consumer Marketing Marketing   Key Differences Between Industrial Key Differences Between Industrial and Consumer Purchasing Behavior and Consumer Purchasing Behavior – – Demand is derived. Demand is derived. – – Industrial products are typically more Industrial products are typically more complex than consumer goods. complex than consumer goods. – – Buyer Buyer - - seller interdependence via the seller interdependence via the supply chain. supply chain. – – Industrial buying process is more Industrial buying process is more complex. complex. 5 - 6 Product & Service Product & Service Decisions Decisions Key Decisions Key Decisions Who Are the Customers? Who Are the Customers? Segmentation Variables for Segmentation Variables for Business Markets Business Markets   Operating Operating Variables Variables   Purchasing Purchasing Approaches Approaches 5 - 6   Situational Situational Factors Factors   Personal Personal Characteristics Characteristics   Demographic Demographic 5 - 7 Product & Service Product & Service Decisions Decisions Key Decisions Key Decisions Who Are the Customers? Who Are the Customers? Segmentation for Medical Segmentation for Medical Equipment Manufacturer Equipment Manufacturer 5 - 7 Number of Samples Processed Per Researcher Number of Researchers Using Equipment Many Researchers Few Samples Few Researchers Few Samples Many Researchers Many Samples Few Researchers Many Samples 5 - 8 Who Are the Customers? Who Are the Customers?   Regardless of descriptors chosen, Regardless of descriptors chosen, resulting segments must behave resulting segments must behave differently & desire different benefits. differently & desire different benefits.   Organizations make different types Organizations make different types of purchases, which can be of purchases, which can be classified into buy classes classified into buy classes – – Straight Straight rebuys rebuys – – Modified Modified rebuys rebuys – – New task purchases New task purchases 5 - 9 Who Are the Customers? Who Are the Customers?   Straight Straight Rebuy Rebuy   Modified Modified Rebuy Rebuy   New Task New Task Purchase Purchase Buy Classes Buy Classes   Typical of frequently Typical of frequently purchased routine purchased routine items such as paper, items such as paper, toner, etc. toner, etc.   Purchase decision Purchase decision complexity: complexity: simple simple   Time frame: Time frame: short short   Number of suppliers Number of suppliers considered: considered: one one 5 - 10 Who Are the Customers? Who Are the Customers?   Straight Straight Rebuy Rebuy   Modified Modified Rebuy Rebuy   New Task New Task Purchase Purchase Buy Classes Buy Classes   Routine purchases Routine purchases that have changed in that have changed in some way (e.g., hard some way (e.g., hard drive size, processor drive size, processor speed, amount of speed, amount of computer RAM.) computer RAM.)   Purchase decision Purchase decision complexity: complexity: moderate moderate   Time frame: Time frame: medium medium   Number of suppliers Number of suppliers considered: considered: few few [...]... between visionaries (early adopters) and pragmatists (early majority) is called the chasm • Smaller gaps exist between other categories 5 - 14 Figure 5-2: The Chasm Model 5 - 15 Who Are the Customers? Marketing Research Implications – Data Collection • Little primary research is conducted; judgment often replaces hard data • Syndicated research and secondary sources of information are used most often... data useful for segmentation purposes • Figure 5.3 demonstrates behavioral data that may be useful for segmentation 5 - 16 Figure 5-3: Workstation Brand Mindshare Report 5 - 17 Who Are the Customers? Marketing Research Implications – Developing Target Markets • Does the segmentation scheme explain differences in the behavioral variable of interest? • How many customers are there? • What is the forecasted . consumer and industrial marketing. and industrial marketing.   Market segmentation for marketing to Market segmentation for marketing to organizations. organizations.   Understanding. it is called is called organizational marketing, organizational marketing, industrial marketing, industrial marketing, and since the and since the