Chapter 7 Analyzing Business Markets and Buyer Behavior PowerPoint by Karen E. James Louisiana State University - Shreveport ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 0 in Chapter 7 Objectives Understand the nature of the business market and how it differs from the consumer market. Learn how institutions and government agencies buy. Identify the different buying situations faced by organizational buyers. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 7 Objectives Identify the participants in the business buying process and the various influences impacting business buying decisions. Understand how business buyers make their decisions. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 7 Organizational Buying Organizational buying is: “the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.” ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 7 Organizational Buying Compared to Consumer Markets, Business Markets Have: Fewer buyers Larger buyers Geographically concentrated buyers Closer relationships with suppliers/customers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 7 Organizational Buying Fluctuating demand Multiple sales calls Other Business Market Characteristics Inelastic demand Leasing Professional purchasing Derived demand Reciprocity Direct purchasing Multiple buying influences ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 7 Organizational Buying The Business Market Includes For-Profit Companies and Two Specialized Groups: – The institutional market • Schools, hospitals, prisons, etc. with captive audiences • Cost and quality standards drive purchases – The government market • Bidding process awards contracts ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 7 Discussion Scenario Your firm is interested in targeting the government market. How might this decision influence the marketing mix? How is selling to the government market different from selling to other business markets? How do needs differ? ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 7 Organizational Buying Fedmarket assists those businesses seeking to do business with the federal government. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 7 Organizational Buying Buying Situations Straight rebuy Modified rebuy New task ©2003 Prentice Hall, Inc. Routine reorders from approved vendor list Low involvement, minimal time commitment Example: copier paper To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 7 Organizational Buying Buying Situations Straight rebuy Modified rebuy New task Specifications, prices, delivery terms or other aspects require modification Moderate level of involvement and time commitment Example: desktop computers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 7 Organizational Buying Buying Situations Purchasing a product or service for the first time Straight rebuy High level of involvement and time commitment; multiple influences Modified rebuy New task Example: selecting a web site design firm or consultant ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 7 Organizational Buying Systems Buying – A single provider provides the total package for the buyer’s needs – May involve turnkey solutions Systems Selling – Manufacturers sell entire systems – Supplier provides all MRO items ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 7 Discussion Scenario Suppose that your company has decided to bid on a theme park development project using a systems selling approach. What types of tasks might your proposal include? Is systems selling appropriate for this project? ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 7 Participants in Business Buying Roles Played in a Buying Center Approvers Initiators Users Deciders Influencers Buyers Gatekeepers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 7 Influences on Business Buyers Figure 7-1: Major Influences on Business Buying Behavior ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 7 Influences on Business Buyers Major Influences Environmental Organizational Interpersonal Individual ©2003 Prentice Hall, Inc. Demand level Economic outlook Interest rates Technological change Politics/regulations Competition Concerns for social responsibility To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 7 Influences on Business Buyers Major Influences Objectives Policies Environmental Organizational Procedures Interpersonal Organizational structures Individual Systems ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 7 Influences on Business Buyers Plastics.com offers buyers and sellers of plastics a marketplace plus news and information ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 18 in Chapter 7 Influences on Business Buyers Major Influences Interests Authority Environmental Organizational Interpersonal Status Empathy Persuasiveness Individual ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 7 Influences on Business Buyers Major Influences Age Income Environmental Education Organizational Job position Interpersonal Personality Individual ©2003 Prentice Hall, Inc. Risk attitudes Culture To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 7 Discussion Scenario Age, income, and education are three individual factors which may influence business purchasing behavior. How do these factors influence purchasing behavior? Do individual factors influence decision making to the same degree as environmental, organizational, or interpersonal factors? ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 21 in Chapter 7 Purchasing/Procurement Process Eight Buyphases of Industrial Buying Problem Recognition General Need Description Product Specification Supplier Search Proposal Solicitation Supplier Selection Order-Routine Specification Performance Review ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 22 in Chapter 7