Organizational buying& buyer behaviour Module 2
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 1/23
Organizational buying&buyer behaviour
Module 2
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 2/23
The nature of organizationalbuying
• The buygrid model
• Buying situations
– New task– Modied rebuy
– !traight rebuy
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 3/23
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 4/23
• "hases in the #ur$hasing de$ision#ro$ess
– "hase % 'nti$i#ation or re$ognition of a#roblem (Need)
– "hase 2* +etermination of the$hara$teristi$s& ,uantity of needed item
– "hase -* +es$ri#tion of the$hara$teristi$s& ,uantity of the neededitem
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 5/23
– "hase . sear$h for and ,uali$ation of#otential sour$es
– "hase / '$,uisition and analysis of
#ro#osals– "hase 0 1valuation of #ro#osals and
sele$tion of su##liers
– "hase !ele$tion of an order routine– "hase 3 "erforman$e feedba$k&
evaluation
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 6/23
• Overview of the buygrid
– 4ree#ing $ommitment
– 4enter of gravity
• Marketing im#li$ations
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 7/23
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 8/23
Buying centers and multiplebuying infuencers
• 5dentifying buying $enter members
– Marketing
– Manufa$turing
– 6esear$h& develo#ment
– 7eneral management
– #ur$hasing
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 9/23
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 10/23
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 11/23
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 12/23
• A model or determining the compositiono the organizational buying center
– 1nvironment& mission
– "ur$hase needs– Buy $lass8buy #hase
– +ollar value& $om#le9ity
– Time $ommitment& life $y$le
– Buying $enter membershi#: #ro$urementand other members
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 13/23
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 14/23
• Buying $enter ob;e$tives
– Task<oriented ob;e$tives
• "ri$e
• !ervi$es
• =uality
• 'ssuran$e of su##ly
• 6e$i#ro$ity– Nontask ob;e$tives
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 15/23
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 16/23
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 17/23
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 18/23
• @oint de$ision making
– 4hara$teristi$s of the rm
– Buying $enter intera$tion #atterns
• Aerti$al involvement• ateral involvement
• 19tensivity
• 4onne$tedness
– "ur$hase situation in?uen$e
– Organizational in?uen$e
– Marketing im#li$ations
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 19/23
• "sy$hologi$al fa$tors in?uen$ingindividual de$ision making
– +iCeren$es in role orientation
– +iCeren$es in information e9#osure
– "er$eived risk in the vendor sele$tion#ro$ess
– Marketing im#li$ations
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 20/23
• 4on?i$t and resolution in ;ointde$ision making
– 4on?i$t<resolution strategies
– 4oalition
– "ower in $on?i$t resolution
– 5dentifying #ower bases
– Marketing im#li$ations
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 21/23
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 22/23
8/20/2019 Module-2-Business Marketing-VTU
http://slidepdf.com/reader/full/module-2-business-marketing-vtu 23/23
• The buying $ommittee
• !u##ler $hoi$e and evaluation
– !u##lier $hoi$e and ,ualifying #ro$ess
– 1valuating su##lier #erforman$e
• The $ategori$al method
• The weighted<#oint method
• The $ost<ratio method