英国大学市场营销讲义(一)2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 solving 精品精品资料网料网CHANAKA

5、JAYAWARDHENABSP 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 pu

6、rchaseFew 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 a

7、nd the relationship between feelings and rationalisations is highlighted in this Sony ad.4CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT OrangeMarketers use colour to convey meaning in this advertisement11 精品精品资料网料网CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 12Ford KaMarketers use colour to c

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

9、LPRODUCTCONSUMER PRODUCT2 精品精品资料网料网CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Some Examples of Organisational BuyingPaper cups by McDonaldsComputer chips by ToshibaConcrete by Local AuthoritiesOil by Electricity GeneratorsFertiliser by FarmersAccountancy services by Ltd.CompaniesTVs by Comet o

10、r Dixons 3CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 4Characteristics of Organisational BuyingDerived demandNegotiationsRisksReciprocalbuyingNature and size of customersComplexity of buyingEconomic and technical choice criteriaBuying to specific requirementsOrganisationalPurchasesCHANAKA JAYAW

11、ARDHENABSP 022 MARKETING 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 consul

12、tants 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 member of the organisation.Buyers choose suppliers and negotiate purchaseterms often reducingthe actual purchase to a clerical ta

13、sk.Deciders(Decision Makers)have the authority to approve the purchase.精品精品资料网料网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

14、of potential sourcesAcquisition 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 or

15、ganisational buyingCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 9Influences on organizational purchasing behaviourlstraight re-buylmodified re-buylnew taskBuy classOrganizational buyerlproduct constituentslproduct facilitieslMROsProduct typeImportance of purchaseCHANAKA JAYAWARDHENABSP 022 MARKE

16、TING 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.Often this involves development of specifications for products and suppliers as well as procedures for future purchases.High information requirement from ma

17、ny suppliers.Example:new IT facility11 精品精品资料网料网CHANAKA 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 suppl

18、iers may be included in the selection.Moderate 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

19、,have provided satisfactory service in the 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

20、buying centreStraight RebuyNewTaskModifiedRebuy10CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 14Reverse marketingSupplierBuyerSupplier sells by taking initiativeBuyer takes initiative to persuade supplier to provideTraditional marketingReverse marketing 精品精品资料网料网CHANAKA JAYAWARDHENABSP 022 MARKE

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