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Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
Market Buying Behaviour
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Market Buying Behaviour

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Marketing Management …

Marketing Management
Marketing Buying Behavior Basic Concepts

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  • 1. School of ANALYZING BUSINESS Business Management MARKETS Shoolini UniversityRojhe School of business Management
  • 2. Business organizations do not only sell; they also buy vast quantities of raw materials, manufactured components, plant and equipment, supplies, and business services.Rojhe School of business Management 2
  • 3. ORGANIZATIONAL BUYING? Decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.Rojhe School of business Management 3
  • 4. BUSINESS MARKET VERSUS THE CONSUMER MARKET  The business market consists  Consumer behaviour is the of all the organizations that study of how acquire goods and ser vices individuals, groups, and used in the production of organizations other products or ser vices that select, buy, use, and dispose are sold, rented, or supplied of goods, ser vices, ideas, or to other s experiences to satisfy their needs and wantsRojhe School of business Management 4
  • 5. CHARACTERISTICS OF BUSINESS BUYERS  Fewer, larger buyers  Close supplier-customer relationship  Professional purchasing.  Several buying influences.  Multiple sales calls  Geographically concentrated buyers  Direct purchasing.  Derived Demand  Inelastic demand.Rojhe School of business Management 5
  • 6. BUYING SITUATIONS  Straight Rebuy  Modified Rebuy  New TaskRojhe School of business Management 6
  • 7. SYSTEMS BUYING AND SELLING  systems contracting, where a single supplier provides the buyer with his or her entire requirement of MRO (maintenance, repair, operating) supplies. During the contract period, the supplier manages the customers inventory.Rojhe School of business Management 7
  • 8. PARTICIPANTS IN THE BUSINESS BUYING PROCESS All members of the organization who play any of seven roles in the purchase decision process Gatekeeper (purchasing Buyer agents, receptionists Approver , and telephone Decider operators ) Influencer User InitiatorRojhe School of business Management 8
  • 9. T YPES OF BUSINESS CUSTOMERS Solution-oriented customers Price-oriented (consultative selling). customers They want low prices (transactional but will respond to selling). Price is arguments about everything. lower total cost or more dependable supply or service. Gold-standard customers (quality Strategic-value selling). They want customers (enterprise the best performance selling). They want a in terms of product fairly permanent sole- quality, assistance, re supplier relationship liable delivery, and so with your company on.Rojhe School of business Management 9
  • 10. PURCHASING ORIENTATIONSBuying Orientation. The purchasers focus is short term and tactical. Buyers arerewarded on their ability to obtain the lowest price from suppliers for the given level ofquality and availabilityProcurement Orientation. Here buyers simultaneously seek quality improvements andcost reductions. Buyers develop collaborative relationships with major suppliers andseek savings through better management of acquisitionSupply Chain Management Orientation. Here purchasings role is further broadened tobecome a more strategic, value-adding operation. Purchasing executives at the firmwork with marketing and other company executives to build a seamless supply chainmanagement system from the purchase of raw materials to the on-time arrival offinished goods to the end users.Rojhe School of business Management 10
  • 11. T YPES OF PURCHASING PROCESSES Leverage products. These Strategic Routine Bottleneck products products. products. products. have high These These These value and products products products cost to the have high have low have low customer value and value and value and but involve cost to the cost to the cost to the little risk of customer customer customer supply and also and involve but they (e.g., engine involve high little risk involve some pistons) risk (e.g., (e.g., office risk (e.g., because mainframe supplies). spare parts). many computers). companies make them.Rojhe School of business Management 11
  • 12. MAJOR INFLUENCES ON BUSINESS BUYERSRojhe School of business Management 12
  • 13. RULES OF SOCIAL & BUSINESS ETIQUETTES THAT MARKETERS SHOULD UNDERSTANDFrance: if you do not speak french, apologize for your lack of knowledge.The french are quite proud of their language and believe that everyoneshould feel privileged to speak it.Germany: Germans are sticklers for titles. Try to introduce people usingtheir full, correct title, no matter how long it is.Japan: Most Japanese businesspeople know what will be discussed at ameeting, how everyone feels about it, and how it will affect their businessbefore they even get thereKorea: Korean do not like foreigners to assume that their culture is thesame as JapanRojhe School of business Management 13
  • 14. THE PURCHASING/PROCUREMENT PROCESS Performance review Order routine specification Supplier selection Proposal solicitations Supplier search General needs Problem description recognition and product specificationRojhe School of business Management 14
  • 15. SCHOOL OF BUSINESS MANAGEM E NT Shoolini University QuestionsRojhe School of business Management 15

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