英国大学市场营销讲义(一)课件(PPT 22页).pptx

1、CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Lecture 2:Buyer Behaviour in Consumer and Organisational MarketsLecture ObjectivesBuyer BehaviourConsumer Decision Making ProcessCharacteristics of Organisational Buying第1页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 2Understanding customers

2、How do they buy?What are their choice criteria?CustomersWho is important?Where do they buy?When do they buy?第2页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT The Consumer Decision-Making ProcessNeedrecognition/problemawareness9InformationsearchEvaluationOf alternativesPurchasePost-purchaseev

3、aluation of alternatives第3页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Choice Criteria Used When Evaluating Alternatives5Technical-Technical-Reliability DurabilityPerformanceStyle/looksComfortDeliveryConvenienceTasteEconomic-Economic-PriceValue for moneyRunning costsResidual valueLife sty

4、le costsSocial-Social-StatusSocial belongingConventionFashionPersonal-Personal-Self-imageMoralsEmotions第4页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 8Determinants of the extent of problem solvingSelf-imagePerceived riskSocial factorsHedonismDifferentiation and number of alternativesLevel

5、 of involvementTime pressureExtent of problem solving第5页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT The consumer decision-making process and level of purchase involvement10StageLow InvolvementHigh InvolvementNeed recognition problem awarenessMinorMajor personality importantInformation sea

6、rchLimited searchExtensive searchEvaluation of alternatives and the purchaseFew alternatives evaluated on few choice criteriaMany alternatives evaluated on many choice criteriaPost-purchase evaluation of the decisionLimited evaluation media searchExtensive evaluation including media search第6页，共22页。C

7、HANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT SonyThe importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad.4第7页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT OrangeMarketers use colour to convey meaning in this advertisement11第8页，共

8、22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 12Ford KaMarketers use colour to convey meaning in this advertise-ment第9页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Consumer or Organisational Products Why was the product Purchased?lFor personal or household uselFor use in the operati

9、on of a business or organisation.lTo manufacture other productslFor resale to othersORGANISATIONALPRODUCTCONSUMER PRODUCT2第10页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Some Examples of Organisational BuyinglPaper cups by McDonaldslComputer chips by ToshibalConcrete by Local Authoritiesl

10、Oil by Electricity GeneratorslFertiliser by FarmerslAccountancy services by Ltd.CompanieslTVs by Comet or Dixons 3第11页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 4Characteristics of Organisational BuyingDerived demandNegotiationsRisksReciprocalbuyingNature and size of customersComplexity

11、of buyingEconomic and technical choice criteriaBuying to specific requirementsOrganisationalPurchases第12页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT The Buying CentreBuyerDecider(Decision Maker)UserGatekeeperInfluencer5Users actually use the product.They may be the one who initiates the p

12、urchase process and may develop the product specification.Influencers supply information and advice.Outsiders such as consultants sometimes perform the role.Gatekeepers control the flow of information to the buying centre.Purchasing department Staff frequently fill the role but it could be any membe

13、r of the organisation.Buyers choose suppliers and negotiate purchaseterms often reducingthe actual purchase to a clerical task.Deciders(Decision Makers)have the authority to approve the purchase.第13页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 6Buy phases:the organizational decision-making

14、 processRecognition of a problem(need)Determination of specification and quantity of needed itemSearch for and qualification of potential sourcesAcquisition and analysis of proposalsEvaluation of proposals and selection of supplier(s)Selection of an order routinePerformance feedback and evaluation第1

15、4页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 8VodaphoneVodaphone recognise the importance of economic choice criteria in organisational buying第15页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 9Influences on organizational purchasing behaviourlstraight re-buylmodified re-buylnew

16、taskBuy classOrganizational buyerlproduct constituentslproduct facilitieslMROsProduct typeImportance of purchase第16页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT New Task Buying The organisation makes an initial purchase of an item to be used to perform a new job or to solve a new problem.O

17、ften this involves development of specifications for products and suppliers as well as procedures for future purchases.High information requirement from many suppliers.Example:new IT facility11第17页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Modified RebuyWhen a new task purchase is change

18、d on repeat purchases.The buyer may require faster delivery lower prices or modified specifications.Regular suppliers become more competitive and new suppliers may be included in the selection.Moderate amounts of information are required.Example:upgrading office software12第18页，共22页。CHANAKA JAYAWARDH

19、ENABSP 022 MARKETING MANAGEMENT Straight RebuyThe buyer purchases the same products again routinely under approximately the same terms of sale.Suppliers are familiar,have provided satisfactory service in the past and may even have set up automatic re-ordering systems.Little information is required.E

20、xample:re-ordering photocopying paper13第19页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Buying Situation ImplicationsTime taken for decisionNo of people involved in buying centreStraight RebuyNewTaskModifiedRebuy10第20页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 14Reverse marketingSupplierBuyerSupplier sells by taking initiativeBuyer takes initiative to persuade supplier to provideTraditional marketingReverse marketing第21页，共22页。CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 15SiemensSiemens builds relationships with companies around the world第22页，共22页。