英國(guó)大學(xué)市場(chǎng)營(yíng)銷(xiāo)講義一

Lecture2:BuyerBehaviourinConsumerandOrganisationalMarkets

LectureObjectivesBuyerBehaviourConsumerDecisionMakingProcessCharacteristicsofOrganisationalBuying第一頁(yè)，共二十四頁(yè)。2UnderstandingcustomersHowdotheybuy?Whataretheirchoicecriteria?CustomersWhoisimportant?Wheredotheybuy?Whendotheybuy?第二頁(yè)，共二十四頁(yè)。TheConsumerDecision-MakingProcessNeedrecognition/problemawareness9InformationsearchEvaluationOfalternativesPurchasePost-purchaseevaluationofalternatives第三頁(yè)，共二十四頁(yè)。ChoiceCriteriaUsedWhenEvaluatingAlternatives5Technical-ReliabilityDurabilityPerformanceStyle/looksComfortDeliveryConvenienceTasteEconomic-PriceValueformoneyRunningcostsResidualvalueLifestylecostsSocial-StatusSocialbelongingConventionFashionPersonal-Self-imageMoralsEmotions第四頁(yè)，共二十四頁(yè)。8DeterminantsoftheextentofproblemsolvingSelf-imagePerceivedriskSocialfactorsHedonismDifferentiationandnumberofalternativesLevelofinvolvementTimepressureExtentofproblemsolving第五頁(yè)，共二十四頁(yè)。Theconsumerdecision-makingprocessandlevelofpurchaseinvolvement10StageLowInvolvementHighInvolvementNeedrecognitionproblemawarenessMinorMajorpersonalityimportantInformationsearchLimitedsearchExtensivesearchEvaluationofalternativesandthepurchaseFewalternativesevaluatedonfewchoicecriteriaManyalternativesevaluatedonmanychoicecriteriaPost-purchaseevaluationofthedecisionLimitedevaluationmediasearchExtensiveevaluationincludingmediasearch第六頁(yè)，共二十四頁(yè)。SonyTheimportanceofemotionandtherelationshipbetweenfeelingsandrationalisationsishighlightedinthisSonyad.4第七頁(yè)，共二十四頁(yè)。

Orange

Marketersusecolourtoconveymeaninginthisadvertisement11第八頁(yè)，共二十四頁(yè)。12FordKaMarketersusecolourtoconveymeaninginthisadvertise-ment第九頁(yè)，共二十四頁(yè)。ConsumerorOrganisationalProducts

WhywastheproductPurchased?

ForpersonalorhouseholduseForuseintheoperationofabusinessororganisation.TomanufactureotherproductsForresaletoothersORGANISATIONAL

PRODUCTCONSUMERPRODUCT2第十頁(yè)，共二十四頁(yè)。SomeExamplesofOrganisationalBuyingPapercupsbyMcDonald'sComputerchipsbyToshibaConcretebyLocalAuthoritiesOilbyElectricityGeneratorsFertiliserbyFarmersAccountancyservicesbyLtd..CompaniesTV’sbyCometorDixons3第十一頁(yè)，共二十四頁(yè)。4CharacteristicsofOrganisationalBuyingDeriveddemandNegotiationsRisksReciprocalbuyingNatureandsizeofcustomersComplexityofbuyingEconomicandtechnicalchoicecriteriaBuyingtospecificrequirementsOrganisationalPurchases第十二頁(yè)，共二十四頁(yè)。TheBuyingCentreBuyerDecider(DecisionMaker)UserGatekeeperInfluencer5Usersactuallyusetheproduct.Theymaybetheonewhoinitiatesthepurchaseprocessandmaydeveloptheproductspecification.Influencers

supplyinformationandadvice.Outsiderssuchasconsultantssometimesperformtherole.Gatekeeperscontroltheflowofinformationtothebuyingcentre.PurchasingdepartmentStafffrequentlyfilltherolebutitcouldbeanymemberoftheorganisation.Buyerschoosesuppliersandnegotiatepurchasetermsoftenreducingtheactualpurchasetoaclericaltask.Deciders(DecisionMakers)

havetheauthoritytoapprovethepurchase.第十三頁(yè)，共二十四頁(yè)。6Buyphases:theorganizationaldecision-makingprocessRecognitionofaproblem(need)DeterminationofspecificationandquantityofneededitemSearchforandqualificationofpotentialsourcesAcquisitionandanalysisofproposalsEvaluationofproposalsandselectionofsupplier(s)SelectionofanorderroutinePerformancefeedbackandevaluation第十四頁(yè)，共二十四頁(yè)。8VodaphoneVodaphonerecognisetheimportanceofeconomicchoicecriteriainorganisationalbuying第十五頁(yè)，共二十四頁(yè)。9Influencesonorganizationalpurchasingbehaviourstraight

re-buymodifiedre-buynewtaskBuyclassOrganizationalbuyerproductconstituentsproductfacilitiesMROsProducttypeImportanceofpurchase第十六頁(yè)，共二十四頁(yè)。NewTaskBuyingTheorganisationmakesaninitialpurchaseofanitemtobeusedtoperformanewjobortosolveanewproblem.Oftenthisinvolvesdevelopmentofspecificationsforproductsandsuppliersaswellasproceduresforfuturepurchases.Highinformationrequirementfrommanysuppliers.Example:newITfacility11第十七頁(yè)，共二十四頁(yè)。ModifiedRebuyWhenanewtaskpurchaseischangedonrepeatpurchases.Thebuyermayrequirefasterdeliverylowerpricesormodifiedspecifications.Regularsuppliersbecomemorecompetitiveandnewsuppliersmaybeincludedintheselection.Moderateamountsofinformationarerequired.Example:upgradingofficesoftware12第十八頁(yè)，共二十四頁(yè)。StraightRebuyThebuyerpurchasesthesameproductsagainroutinelyunderapproximatelythesametermsofsale.Suppliersarefamiliar,haveprovidedsatisfactoryserviceinthepastandmayevenhavesetupautomaticre-orderingsystems.Littleinformationisrequired.Example:re-orderingphotocopyingpaper13第十九頁(yè)，共二十四頁(yè)。BuyingSituationImplicationsTimetakenfordecisionNoofpeopleinvolvedinbuyingcentreStraightRebuyNewTaskModifiedRebuy10第二十頁(yè)，共二十四頁(yè)。14ReversemarketingSupplierBuyerSuppliersellsbytakinginitiativeBuyertakesinitiativetopersuadesuppliertoprovideTraditionalmarketingReversemarketing第二十一頁(yè)，共二十四頁(yè)。15SiemensSiemensbuildsrelationshipswithcompaniesaroundtheworld第二十二頁(yè)，共二十四頁(yè)。謝謝2023/5/182023/5/182023/5/182023/5/182023/5/182023/5/182023/5/182023/5/182023/5/182023/5/182023/5/182023/5/182023/5/18第二十三頁(yè)，共二十四頁(yè)。內(nèi)容總結(jié)Lecture2:BuyerBehav