AnalyzingConsumerMarkets幻灯片.pptVIP

Types of Business Customers Price-oriented Solution-oriented Gold-standard Strategic-value Handling Price-Oriented Customers Limit quantity purchased Allow no refunds Make no adjustments Provide no services Purchasing Orientations Buying Procurement Supply chain management Product-Related Purchasing Processes Routine products Leverage products Strategic products Bottleneck products Methods of e-Procurement Websites organized using vertical hubs Websites organized using functional hubs Direct extranet links to major suppliers Buying alliances Company buying sites Forms of Electronic Marketplaces Catalog sites Vertical markets Pure play auction sites Spot markets Private exchanges Barter markets Buying alliances Assessing Customer Value Internal engineering assessment Field value-in-use assessment Focus-group value assessment Direct survey questions Conjoint analysis Benchmarks Compositional approach Importance ratings Order Routine Specification and Inventory Stockless purchase plans Vendor-managed inventory Continuous replenishment Desirable Outcomes of a B2B transaction: OTIFNE On time In full No error Establishing Corporate Credibility Expertise Trustworthiness Likeability Factors Affecting Buyer-Supplier Relationships Availability of alternatives Importance of supply Complexity of supply Supply market dynamism Categories of Buyer-Seller Relationships Basic buying and selling Bare bones Contractual transaction Customer supply Cooperative systems Collaborative Mutually adaptive Customer is king * * MARKETING MANAGEMENT12th edition 6 Analyzing Consumer Markets Kotler Keller Chapter Questions How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? How do marketers analyze consumer decision making? What Influences Consumer Behavior? Cultural factors Social factors Personal factors Culture The fundamental determinant of