英国大学市场营销的讲义一-2ppt22-.pptVIP

Some Examples of Organisational Buying Paper cups by McDonalds 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 3 * 4 Characteristics of Organisational Buying Derived demand Negotiations Risks Reciprocal buying Nature and size of customers Complexity of buying Economic and technical choice criteria Buying to specific requirements Organisational Purchases * The Buying Centre Buyer Decider (Decision Maker) User Gatekeeper Influencer 5 Users 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 consultants 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 purchase terms often reducing the actual purchase to a clerical task. Deciders (Decision Makers) have the authority to approve the purchase. * 6 Buy phases: the organizational decision-making process Recognition of a problem (need) Determination of specification and quantity of needed item Search for and qualification of potential sources Acquisition and analysis of proposals Evaluation of proposals and selection of supplier(s) Selection of an order routine Performance feedback and evaluation * 8 Vodaphone Vodaphone recognise the importance of economic choice criteria in organisational buying * 9 Influences on organizational purchasing behaviour straight re-buy modified re-buy new task Buy class Organizational buyer product constituents product facilities MROs Product type Importance of purchase * CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 3 3 2 1 1 10 10 9 8 8 17 17 16 15 15 13 13 12 11 11 14 14 13 12 12 15 15 14 13 13 16 16 15 14