现代销售学创造顾客价值(第11版)Manning11e08

CHAPTER8TheBuyingProcessandBuyerBehaviorLearningObjectivesDiscussthemeaningofacustomerstrategyExplainthedifferencebetweenconsumerandorganizationalbuyersUnderstandtheimportanceofalignmentbetweenthesellingprocessandthecustomer’sbuyingprocess8-2LearningObjectivesUnderstandthebuyingprocessofthetransactional,consultative,andstrategicalliancebuyerDiscussthevariousinfluencesthatshapecustomerbuyingdecisions8-3CustomerStrategyDefined “Acustomerstrategyisacarefullyconceivedplanthatresultsinmaximumcustomerresponsiveness.Onemajordimensionofthisstrategyistoachieveabetterunderstandingofthecustomer’sbuyingneedsandmotives.〞8-4Strategic/Consultative

SellingModel8-5FIGURE8.1ComplexNatureof

CustomerBehaviorIndividualcustomersperceivetheproductintheirowntermsThecustomerisaperson,notastatisticCompaniesthatfullyacceptthisbasictrutharelikelyto

adoptaone-to-one

marketingstrategy8-6Consumerversus

OrganizationalBuyersConsumerbuyerbehaviorreferstothebuyingbehaviorofindividualsandhouseholdswhobuygoodsandservicesforpersonalconsumptionBusiness(organizational)buyerbehaviorreferstotheorganizationsthatbuygoodsandservicesforuseintheproductionofotherproductsandservicesthataresold,rented,orsuppliedtoothers8-7DifferencesBetweenConsumerandOrganizationalBuyers8-8FIGURE8.2TypesofOrganizational

BuyingSituationsNew-taskbuySalespeoplerelyonconsultativesellingskillsStraightrebuySalespeopleconstantlymonitorsatisfactionModifiedrebuySalespeoplecanprovideserviceandanticipatechangesSystemsselling8-9TypesofConsumer

BuyingSituationsHabitualbuyingsituationsVariety-seekingbuyingsituationsComplexbuyingsituations8-10Mitchells/Richards8-11SalespeopleatMitchells/Richardsworkhardtodiscoverthecustomer’sneedsandprovideoutstandingserviceafterthesale.SeetheHugYourCustomers

WebsiteSeeMitchellsWebsiteAchievingAlignmentThebuyingprocessisasystematicseriesofactions,oraseriesofdefined,repeatablesteps,intendedtoachievearesultSalespeopleneedtobeclearonhowdecisionsarebeingmadeAcquirespecificinformationratherthanmakinggeneralizationsaboutthebuyer’sdecision-makingprocess8-12StepsintheBuyingProcess8-13FIGURE8.3StepsintheBuyingProcessNeedawarenessSalespeoplecancreatevaluebydeterminingproblemsandidentifyingsolutionsEvaluationofsolutionsSalespeoplecancreatevaluebyprovidingusefulinformationResolutionofproblemsStepsintheBuyingProcessPurchaseSalespeoplecreatevaluebyarrangingfinancingorsupervisingdeliveryandinstallationImplementationValuecreationinvolvestimelydelivery,superiorinstallation,accurateinvoicing,orfollow-upcontactsbythesalesperson8-15UnderstandingBuyingProcessesTransactionalprocessbuyersSalespeoplecaneliminateanyunnecessarycostsordelaysConsultativeprocessbuyersSalespeoplefocusattentiononneedsawarenessandhelpcustomerevaluatesolutionsStrategicallianceprocessbuyersCompaniesteamuptogainmutualcompetitiveadvantage8-16BuyerResolutionTheory8-17CustomerStrategyModel8-18FIGURE8.5BasicNeeds—MaslowPhysiological:food,shelterSecurity:freefromdangerSocial:identification

withsocialgroups,

friendshipEsteem:desiretofeelworthyineyesofothersSelf-actualization:needformastery,self-fulfillment

8-19FIGURE8.6GroupInfluences8-20FIGURE8.7GroupInfluencesRole:expectationsassociatedwithpositionReferencegroups:categoriesofpeopleyouseeyourselfbelongingtoSocialclass:groupwithsimilarvalues,interests,lifestylesCulture:influencesofgroupwithcommonlanguage,environment,alsosubcultures8-21BuyingMotivesAbuyingmotiveisanarousedneed,drive,ordesirethatstimulatesbehaviortosatisfythearousedneedIt’shelpfultodiscoverthe“dominantbuyingmotive〞orDBMFourbasicmotivetypes—emotional,rational,patronage,andproduct8-22EmotionalandRationalMotivesEmotionalActsduetopassionorsentimentEmotionalappealscommonIftwoproductsareidentical,thesalespersonwho“connects〞hastheadvantageRationalActsonreasonorjudgmentRelativelyfreeofemotionSalespeoplegather,interpret,anddisseminatecustomer-specificinformation8-23Copyright©2021PearsonEduation,Inc.PublishingasPrenticeHallPatronageandProductMotivesPatronage

BuyfromaparticularfirmPastexperiencepositiveRelevantelements:superiorservice,productselection,competentsalesstaffProductBuyerbelievesoneproductissuperiortoothersPreferencesfor:specificbrands,quality,price,design/engineering8-24Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallRationalBuyingMotives8-25Seethe

WebsiteSellingNASCARinManhattan8-26Seethe

WebsiteCreatingValueThroughouttheBuyingProcessModel8-27FIGURE8.8

KeyConcept

DiscussionQuestions

DiscussthemeaningofcustomerstrategyExplainthedifferencebetweenconsumerandbusinessbuyersExplaintheimportanceofalignmentbetweenthesellingprocessandthe