英国大学市场营销讲义2（PPT22页）.pptVIP

Lecture 2: Buyer Behaviour in Consumer and Organisational MarketsLecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying Understanding customers The Consumer Decision-Making Process Choice Criteria Used When Evaluating Alternatives Determinants of the extent of problem solving The consumer decision-making process and level of purchase involvement Sony The importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad. Orange Marketers use colour to convey meaning in this advertisement Marketers use colour to convey meaning in this advertise-ment Consumer or Organisational Products Why was the product Purchased ?  For personal or household use For use in the operation of a business or organisation. To manufacture other products For resale to others Some Examples of Organisational Buying Paper cups by McDonald's Computer chips by Toshiba Concrete by Local Authorities Oil by Electricity Generators Fertiliser by Farmers Accountancy services by Ltd.. Companies TV’s by Comet or Dixons Characteristics of Organisational Buying The Buying Centre Buy phases: the organizational decision-making process Vodaphone Vodaphone recognise the importance of economic choice criteria in organisational buying Influences on organizational purchasing behaviour 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 many suppliers. Example: new IT facility Modified Rebuy When 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. Moderate amounts of information are required. Example: upg