英国大学市场营销讲义(一)2(1)课件.pptx

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1、CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Lecture 2:Buyer Behaviour in Consumer and Organisational MarketsLecture ObjectivesBuyer BehaviourConsumer Decision Making ProcessCharacteristics of Organisational BuyingCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 2Understanding customersHow do th

2、ey buy?What are their choice criteria?CustomersWho is important?Where do they buy?When do they buy?CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT The Consumer Decision-Making ProcessNeedrecognition/problemawareness9InformationsearchEvaluationOf alternativesPurchasePost-purchaseevaluation of altern

3、ativesCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Choice Criteria Used When Evaluating Alternatives5Technical-Reliability DurabilityPerformanceStyle/looksComfortDeliveryConvenienceTasteEconomic-PriceValue for moneyRunning costsResidual valueLife style costsSocial-StatusSocial belongingConventio

4、nFashionPersonal-Self-imageMoralsEmotionsCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 8Determinants of the extent of problem solvingSelf-imagePerceived riskSocial factorsHedonismDifferentiation and number of alternativesLevel of involvementTime pressureExtent of problem solvingCHANAKA JAYAWARDHE

5、NABSP 022 MARKETING MANAGEMENT The consumer decision-making process and level of purchase involvement10StageLow InvolvementHigh InvolvementNeed recognition problem awarenessMinorMajor personality importantInformation searchLimited searchExtensive searchEvaluation of alternatives and the purchaseFew

6、alternatives evaluated on few choice criteriaMany alternatives evaluated on many choice criteriaPost-purchase evaluation of the decisionLimited evaluation media searchExtensive evaluation including media searchCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT SonyThe importance of emotion and the rel

7、ationship between feelings and rationalisations is highlighted in this Sony ad.4CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT OrangeMarketers use colour to convey meaning in this advertisement11CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 12Ford KaMarketers use colour to convey meaning in thi

8、s advertise-mentCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Consumer or Organisational Products Why was the product Purchased?lFor personal or household uselFor use in the operation of a business or organisation.lTo manufacture other productslFor resale to othersORGANISATIONALPRODUCTCONSUMER PR

9、ODUCT2CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Some Examples of Organisational BuyinglPaper cups by McDonaldslComputer chips by ToshibalConcrete by Local AuthoritieslOil by Electricity GeneratorslFertiliser by FarmerslAccountancy services by Ltd.CompanieslTVs by Comet or Dixons 3CHANAKA JAYA

10、WARDHENABSP 022 MARKETING MANAGEMENT 4Characteristics of Organisational BuyingDerived demandNegotiationsRisksReciprocalbuyingNature and size of customersComplexity of buyingEconomic and technical choice criteriaBuying to specific requirementsOrganisationalPurchasesCHANAKA JAYAWARDHENABSP 022 MARKETI

11、NG MANAGEMENT The Buying CentreBuyerDecider(Decision Maker)UserGatekeeperInfluencer5Users actually use the product.They may be the one who initiates the purchase process and may develop the product specification.Influencers supply information and advice.Outsiders such as consultants sometimes perfor

12、m the role.Gatekeepers control the flow of information to the buying centre.Purchasing department Staff frequently fill the role but it could be any member of the organisation.Buyers choose suppliers and negotiate purchaseterms often reducingthe actual purchase to a clerical task.Deciders(Decision M

13、akers)have the authority to approve the purchase.CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 6Buy phases:the organizational decision-making processRecognition of a problem(need)Determination of specification and quantity of needed itemSearch for and qualification of potential sourcesAcquisition

14、 and analysis of proposalsEvaluation of proposals and selection of supplier(s)Selection of an order routinePerformance feedback and evaluationCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 8VodaphoneVodaphone recognise the importance of economic choice criteria in organisational buyingCHANAKA JAYA

15、WARDHENABSP 022 MARKETING MANAGEMENT 9Influences on organizational purchasing behaviourlstraight re-buylmodified re-buylnew taskBuy classOrganizational buyerlproduct constituentslproduct facilitieslMROsProduct typeImportance of purchaseCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT New Task Buying

16、 The organisation makes an initial purchase of an item to be used to perform a new job or to solve a new problem.Often 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 fac

17、ility11CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Modified RebuyWhen a new task purchase is changed 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.Mod

18、erate amounts of information are required.Example:upgrading office software12CHANAKA JAYAWARDHENABSP 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 th

19、e past and may even have set up automatic re-ordering systems.Little information is required.Example:re-ordering photocopying paper13CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Buying Situation ImplicationsTime taken for decisionNo of people involved in buying centreStraight RebuyNewTaskModifie

20、dRebuy10CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 14Reverse marketingSupplierBuyerSupplier sells by taking initiativeBuyer takes initiative to persuade supplier to provideTraditional marketingReverse marketingCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 15SiemensSiemens builds relationshi

21、ps with companies around the world1、有时候读书是一种巧妙地避开思考的方法。3月-233月-23Tuesday,March 28,20232、阅读一切好书如同和过去最杰出的人谈话。04:12:5304:12:5304:123/28/2023 4:12:53 AM3、越是没有本领的就越加自命不凡。3月-2304:12:5304:12Mar-2328-Mar-234、越是无能的人，越喜欢挑剔别人的错儿。04:12:5304:12:5304:12Tuesday,March 28,20235、知人者智，自知者明。胜人者有力，自胜者强。3月-233月-2304:12:5

22、304:12:53March 28,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。28 三月 20234:12:53 上午04:12:533月-237、最具挑战性的挑战莫过于提升自我。三月 234:12 上午3月-2304:12March 28,20238、业余生活要有意义，不要越轨。2023/3/28 4:12:5304:12:5328 March 20239、一个人即使已登上顶峰，也仍要自强不息。4:12:53 上午4:12 上午04:12:533月-2310、你要做多大的事情，就该承受多大的压力。3/28/2023 4:12:53 AM04:12:5328-3月-2311、自己要先看得起自己，别人才会看得起你。3/28/2023 4:12 AM3/28/2023 4:12 AM3月-233月-2312、这一秒不放弃，下一秒就会有希望。28-Mar-2328 March 20233月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Tuesday,March 28,202328-Mar-233月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。3月-2304:12:5428 March 202304:12谢谢大家谢谢大家