市场营销学第六章

1、6-1 i t s good and good for you Chapter Six Business Markets and Business Buying Behavior 6- 2 Business Markets and Business Buying Behavior Business Markets Business Buyer Behavior The Business Buying Process E-Procurement: Buying on the Internet Institutional and Government Markets Topic Outline 6

2、- 3 Business buyer behavior refers to the buying behavior of the organizations that buy goods and services for use in production of other products and services that are sold, rented, or supplied to others. Business buying process is the process where business buyers determine which products and serv

3、ices are needed to purchase, and then find, evaluate, and choose among alternative brands Business Markets 6- 4 Business Markets Market Structure and Demand 6- 5 Business Markets Decision Process More complex More decision participants More professional purchasing effort 6- 6 Business Markets Suppli

4、er development systematic development of networks of supplier-partners to ensure an appropriate and dependable supply of products and materials that they will use in making their own products or resell Decision Process 6- 7 Business Buyer Behavior The Model of Business Buyer Behavior 6- 8 Business B

5、uyer Behavior Straight rebuy is a routine purchase decision such as reorder without any modification Modified rebuy is a purchase decision that requires some research where the buyer wants to modify the product specification, price, terms, or suppliers New task is a purchase decision that requires t

6、horough research such as a new product Major Types of Buying Situations 6- 9 Business Buyer Behavior Systems selling involves the purchase of a packaged solution from a single seller Major Types of Buying Situations 6- 10 Business Buyer Behavior Buying center is all of the individuals and units that

7、 participate in the business decision-making process Users Influencers Buyers Deciders Gatekeepers Participants in the Business Buying Process 6- 11 Business Buyer Behavior Buying center provides a major challenge Who participates in the process Their relative authority What evaluation criteria each

8、 participant uses Informal participants Participants in the Business Buying Process 6- 12 Business Buyer Behavior Users are those that will use the product or service Influencers help define specifications and provide information for evaluating alternatives Buyers have formal authority to select the

9、 supplier and arrange terms of purchase Deciders have formal or informal power to select and approve final suppliers Gatekeepers control the flow of information Participants in the Business Buying Process 6- 13 Business Buyer Behavior Major Influences on Business Buyers 6- 14 Business Buyer Behavior

10、 Major Influences on Business Buyers Environmental Factors 6- 15 Business Buyer Behavior Major Influences on Business Buyers Organizational Factors 6- 16 Business Buyer Behavior Major Influences on Business Buyers Individual Factors 6- 17 Business Buyer Behavior The Buying Process 6- 18 Business Buy

11、er Behavior Problem recognition occurs when someone in the company recognizes a problem or need Internal stimuli Need for new product or production equipment External stimuli Idea from a trade show or advertising The Buying Process 6- 19 Business Buyer Behavior General need description describes the

12、 characteristics and quantity of the needed item Product specification describes the technical criteria Value analysis is an approach to cost reduction where components are studied to determine if they can be redesigned, standardized, or made with less costly methods of production The Buying Process

13、 6- 20 Business Buyer Behavior Supplier search involves compiling a list of qualified suppliers Proposal solicitation is the process of requesting proposals from qualified suppliers The Buying Process 6- 21 Business Buyer Behavior Supplier selection is the process when the buying center creates a li

14、st of desired supplier attributes and negotiates with preferred suppliers for favorable terms and conditions Order-routine specifications is the final order with the chosen supplier and lists all of the specifications and terms of the purchase The Buying Process 6- 22 Business Buyer Behavior Perform

15、ance review involves a critique of supplier performance to the purchase terms The Buying Process 6- 23 Business Buyer Behavior Online purchasing Company-buying sites Extranets E-Procurement 6- 24 Business Buyer Behavior Advantages Access to new suppliers Lowers costs Speeds order processing and deli

16、very Shares information Sales Service and support Disadvantages Can erode relationships as buyers search for new suppliers Security E-Procurement 6- 25 Institutional and Government Markets Institutional markets consist of hospitals, nursing homes, and prisons that provide goods and services to peopl

17、e in their care Characteristics Low budgets “Captive” audience 6- 26 Institutional and Government Markets Government markets tend to favor domestic suppliers and require suppliers to submit bids and normally award to the lowest bidder Affected by environmental factors Non-economic factors considered

18、 Minority suppliers Depressed suppliers Small businesses 6- 27 _ demand refers to business demand that ultimately comes from the demand for consumer goods. Derived Modified Elastic Inelastic 6- 28 _ demand refers to business demand that ultimately comes from the demand for consumer goods. Derived Mo

19、dified Elastic Inelastic 6- 29 When the total demand of a product is not dramatically affected by price changes, especially in the short run, it is said to have _ demand. elastic marginal inelastic 1. neutral 6- 30 When the total demand of a product is not dramatically affected by price changes, esp

20、ecially in the short run, it is said to have _ demand. elastic marginal inelastic 1.neutral 6- 31 Purchasing agents often have authority to prevent salespersons from seeing users or deciders. In this sense, these purchasing agents act as _. gatekeepers deciders influencers 1. buyers 6- 32 Purchasing

21、 agents often have authority to prevent salespersons from seeing users or deciders. In this sense, these purchasing agents act as _. gatekeepers deciders influencers 1. buyers 6- 33 Which of the following is defined as systematically developing networks of supplier-partners to ensure an appropriate

22、and dependable supply of products and materials that they will use in making their own products or resell to others? Supplier search Supplier development Supplier selection 1.Supplier evaluation 6- 34 Which of the following is defined as systematically developing networks of supplier-partners to ens

23、ure an appropriate and dependable supply of products and materials that they will use in making their own products or resell to others? Supplier search Supplier development Supplier selection 1.Supplier evaluation 6- 35 Which of the following buying situations is viewed by the “out” suppliers as an

24、opportunity to make a better offer and gain new business? New task Solutions selling Modified rebuy 1. Straight rebuy 6- 36 Which of the following buying situations is viewed by the “out” suppliers as an opportunity to make a better offer and gain new business? New task Solutions selling Modified re

25、buy 1. Straight rebuy 6- 37 What role do influencers play in the buying center? Define specifications and provide information for evaluating alternatives. Initiate the buying proposal and help define product specifications. Approve decisions made by other members of the buying center. 1. Select the

26、supplier and arrange terms of purchase. 6- 38 What role do influencers play in the buying center? Define specifications and provide information for evaluating alternatives. Initiate the buying proposal and help define product specifications. Approve decisions made by other members of the buying cent

27、er. 1. Select the supplier and arrange terms of purchase. 6- 39 Which of the following is the first stage of the business buying process? Supplier search General need description Performance review 1. Problem recognition 6- 40 Which of the following is the first stage of the business buying process?

28、 Supplier search General need description Performance review 1. Problem recognition 6- 41 The _ market consists of schools, hospitals, nursing homes, prisons, and other institutions that provide goods and services to people in their care. government interpersonal institutional 1. consumer 6- 42 The

29、_ market consists of schools, hospitals, nursing homes, prisons, and other institutions that provide goods and services to people in their care. government interpersonal institutional 1. consumer 6- 43 Which is the last step in the business buying process? General need description Performance review

30、 Order-routine specification Supplier selection 6- 44 Which is the last step in the business buying process? General need description Performance review Order-routine specification Supplier selection 6- 45 _ markets require suppliers to submit bids, and normally they award the contract to the lowest

31、 bidder. Business Consumer Government 1. Institutional 6- 46 _ markets require suppliers to submit bids, and normally they award the contract to the lowest bidder. Business Consumer Government 1. Institutional 6- 47 Identify a product that is bought and sold in a business- to-business context. Ident

32、ify individuals within the buying organization who fulfill the different roles of the buying center. Identify as many for each role as possible, doing research where necessary. Point out how some individuals might play more than one role. Is there a relationship between some of the roles? Is that re

33、lationship always present? (Objective 2) Projects 6- 48 Form students into groups of three to five. Each group should read the Real Marketing 6.1 on Raya IT and then answer the following questions and share their answers with the class. (Objective 2) Think of at least three IT services a business wo

34、uld regularly need. For each, how has the quality of the item affected your image of the company? Do you think it is important for the customer to know that international brands in IT are available through regional vendors? Why or why not? Why might tendering for government contracts be an important income stream for businesses such a