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 – Close relationships with their supplier-customers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 7 Organizational Buying Other Business Market Characteristics Fluctuating demand Multiple buying influences Derived demand Multiple sales calls Inelastic demand Direct purchasing Professional purchasing Reciprocity ©2003 Prentice Hall, Inc. Leasing 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 ©2003 Prentice Hall, Inc. process awards contracts To accompany A Framework for Marketing Management, 2nd Edition Slide 6 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 7 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 8 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 9 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 10 in Chapter 7 Participants in Business Buying Buying center members fill one or more roles in the purchase decision process: Initiators Deciders Users Approvers Influencers Buyers Gatekeepers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 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 12 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 13 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 14 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 15 in Chapter 7 Purchasing/Procurement Process Eight Buyphases of Industrial Buying Problem recognition Proposal solicitation General need description Supplier selection Product specification Supplier search ©2003 Prentice Hall, Inc. Order-routine specification Performance review To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 7