Giáo trình: Marketing Management_ Chapter 05

Tài liệu giáo trình môn Marketing management_ Chapter " Organizational Buying Behavior", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing...
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Giáo trình: Marketing Management_ Chapter 05Organizational Buying Behavior Chapter 5 5-1 Key Learning PointsThe key differences between consumerand industrial marketing.Market segmentation for marketing toorganizations.Understanding why organizational buyersmake decisions.Understanding how organizations makepurchasing decisions.The importance of knowing where andwhen such purchases are made. 5-2 Product & Service Decisions“When a firm markets a product orservice to another organization, itis called organizational marketing,industrial marketing, and since theInternet boom of the late 1990s,B-to-B (business-to-business)marketing.” - Russell S. Winer 5-3 Organizational BuyingBuying Centers– A group of individuals who are collectively involved in an organizational buying decision.– Key distinction between consumer and industrial purchase decision making as the dynamics of group decision making differ significantly from an individual’s decision-making process. 5-4Industrial vs. Consumer MarketingKey Differences Between Industrialand Consumer Purchasing Behavior– Demand is derived.– Industrial products are typically more complex than consumer goods.– Buyer-seller interdependence via the supply chain.– Industrial buying process is more complex. 5-5 Product & Service Who Are the Customers? Decisions Segmentation Variables forKey Decisions Business Markets Operating Situational Variables Factors Purchasing Personal Approaches Characteristics Demographic 5-6 Product & Service Who Are the Customers? DecisionsKey Segmentation for Medical Decisions Equipment Manufacturer Number of Samples Processed Per Researcher Number of Many Researchers Many Researchers Few Samples Many Samples Researchers Using Equipment Few Researchers Few Researchers Few Samples Many Samples 5-7Who Are the Customers?Regardless of descriptors chosen,resulting segments must behavedifferently & desire different benefits.Organizations make different typesof purchases, which can beclassified into buy classes– Straight rebuys– Modified rebuys– New task purchases 5-8Who Are the Customers? Typical of frequentlyBuy Classes purchased routine items such as paper,Straight Rebuy toner, etc.Modified Purchase decisionRebuy complexity: simpleNew Task Time frame: shortPurchase Number of suppliers considered: one 5-9Who Are the Customers? Routine purchasesBuy Classes that have changed in some way (e.g., hardStraight Rebuy drive size, processor speed, amount ofModified computer RAM.)Rebuy Purchase decisionNew Task complexity: moderatePurchase Time frame: medium Number of suppliers considered: few 5 - 10Who Are the Customers? Expensive, seldom-Buy Classes purchased products (e.g. specializedStraight Rebuy consulting services)Modified Purchase decisionRebuy complexity: complexNew Task Time frame: longPurchase Number of suppliers considered: many 5 - 11Who Are the Customers?Segmenting in Technology-BasedMarkets– Similar to consumers, some companies will be earlier adopters of new technologies than will be others.– Innovators are often used for beta testing, and can help new technologies be adopted.– However, the standard diffusion model must be modified for high-tech markets. 5 - 12Product & Service High-tech Decisionsinnovators to companies rely on help spread the word about new technology. Siebel uses endorsements from IBM, Bayer, and Avaya for their new CRM software in the ad at left. 5 - 13Who Are the Customers?Segmenting in Technology-BasedMarkets: The Chasm Model– The diffusion of innovations model indicates a smooth transition from one stage to the next. The Chasm Model recognizes this as a fallacy. • Gap ...