Bài giảng quan tri marketing 07

Bài giảng quan tri marketing Định nghĩa marketing vào thế kỷ 21 Làm Marketing phù hợp với môi trường kinh tế mới

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.ObjectivesObjectivesUnderstand 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.ObjectivesObjectivesIdentify 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 BuyingOrganizational 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 BuyingCompared 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 BuyingFluctuating demandDerived demandInelastic demandProfessional purchasingMultiple buying influencesMultiple sales callsDirect purchasingReciprocityLeasingOther Business Market Characteristics To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingThe Business Market Includes For-Profit Companies and Two Specialized Groups:–The institutional marketSchools, hospitals, prisons, etc. with captive audiencesCost and quality standards drive purchases–The government marketBidding process awards contracts To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingBuying SituationsStraight rebuyModified rebuyNew taskRoutine reorders from approved vendor listLow involvement, minimal time commitmentExample: copier paper To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingBuying SituationsStraight rebuyModified rebuyNew taskSpecifications, prices, delivery terms or other aspects require modification Moderate level of involvement and time commitmentExample: desktop computers To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingBuying SituationsStraight rebuyModified rebuyNew taskPurchasing a product or service for the first time High level of involvement and time commitment; multiple influencesExample: selecting a web site design firm or consultant [...]... ©2003 Prentice Hall, 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... for social 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... Empathy  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... Slide 16 in Chapter 7 Purchasing/Procurement Process Eight Buyphases of Industrial Buying  Problem recognition  Proposal solicitation  General 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,. ShreveportLouisiana State University - Shreveport To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 7©2003 Prentice Hall,