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...
Organizational
Buying
Behavior
Chapter
5
5-1
Key Learning Points
The key differences between consumer
and industrial marketing.
Market segmentation for marketing to
organizations.
Understanding why organizational buyers
make decisions.
Understanding how organizations make
purchasing decisions.
The importance of knowing where and
when such purchases are made.
5-2
Product & Service
Decisions
“When a firm markets a product or
service to another organization, it
is called organizational marketing,
industrial marketing, and since the
Internet boom of the late 1990s,
B-to-B (business-to-business)
marketing.”
- Russell S. Winer
5-3
Organizational Buying
Buying 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.
5-4
Industrial vs. Consumer
Marketing
Key Differences Between Industrial
and 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 for
Key Decisions
Business Markets
Operating Situational
Variables Factors
Purchasing Personal
Approaches Characteristics
Demographic
5-6
Product & Service
Who Are the Customers?
Decisions
Key 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
5-7
Who Are the Customers?
Regardless of descriptors chosen,
resulting segments must behave
differently & desire different benefits.
Organizations make different types
of purchases, which can be
classified into buy classes
– Straight rebuys
– Modified rebuys
– New task purchases
5-8
Who Are the Customers?
Typical of frequently
Buy Classes purchased routine
items such as paper,
Straight Rebuy toner, etc.
Modified Purchase decision
Rebuy complexity: simple
New Task Time frame: short
Purchase Number of suppliers
considered: one
5-9
Who Are the Customers?
Routine purchases
Buy Classes that have changed in
some way (e.g., hard
Straight Rebuy drive size, processor
speed, amount of
Modified computer RAM.)
Rebuy Purchase decision
New Task complexity: moderate
Purchase Time frame: medium
Number of suppliers
considered: few
5 - 10
Who Are the Customers?
Expensive, seldom-
Buy Classes purchased products
(e.g. specialized
Straight Rebuy consulting services)
Modified Purchase decision
Rebuy complexity: complex
New Task Time frame: long
Purchase Number of suppliers
considered: many
5 - 11
Who Are the Customers?
Segmenting in Technology-Based
Markets
– 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 - 12
Product & 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 - 13
Who Are the Customers?
Segmenting in Technology-Based
Markets: 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 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.
• Trade associations and consulting firms
often provide 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 growth rate?
• Are there particular environmental factors
associated with the segment that make it
more or less attractive?
• What is your potential competitive position?
5 - 18
Why Do Customers Buy?
Eight-step business-to-business purchase
decision process:
– Identify need
– Determine characteristics
– Establish specifications
– Identify potential sources
– Request proposals
– Evaluate proposals
– Select supplier
– Make postpurchase evaluation
5 - 19
Why Do Customers Buy?
Need recognition phase varies:
– New task purchase:
• Company recognizes they must buy something new
to solve problem or fill need.
• Both external and internal parties stimulate need
recognition.
– Straight rebuy:
• Need is triggered when inventory is low.
– Modified rebuy:
• Manager would be generally aware that different
options are available but would need to research
alternatives.
5 - 20
