《市场营销专业英语教程》教学课件第4章Business, Government and Institutional Buying.ppt

* Role Perceptions organizational buyers’ own perception of their role. Different buyers will have different degrees of commitment to their buying role, which will cause variations in role behavior from one buyer to the next. Marketers should be aware that such perceptual differences may exist and to determine the amount of control and responsibility over purchasing decisions held by each purchase decision influencer in the firm. Behavioral Influences on Organizational Buying * The organizational buying process can be analyzed as a series of four stages: need identification vendor analysis purchase activities postpurchase evaluation Stages in the Organizational Buying Process * Need Identification Recognizing these needs, and a willingness and ability to meet them, often results in organizational purchases. Vendor Analysis A vendor analysis is the process by which buyers rate each potential supplier on various performance measures such as product quality, on-time delivery, price, payment terms, and use of modern technology. Stages in the Organizational Buying Process * Purchase Activities Straight rebuys may involve a quick order to an approved vendor. However, other types of organizational purchases can involve long time periods of extensive negotiations on price and terms and formal contracts stating quality, delivery, and service criteria. Postpurchase Evaluation Organizational buyers must evaluate both the vendors and the products they purchase to determine whether the products are acceptable for future purchases or whether other sources of supply should be found. Stages in the Organizational Buying Process * Organizational buyers include individuals involved in purchasing products and services for businesses, government agencies, and other institutions and agencies. The organizational buying process is influenced by whether the purchase is a straight rebuy, modified rebuy, or new task purchase. It is also influenced by people i