Adoption process
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  • Compatibility: - the degree to which the innovation fits the values & experiences of potential consumers HDTV for example is highly compatible with the lifestyles of the TV watching public.Divisibility: the degree to which the innovation may be tried on a limited basis. Beginning usually the high prices slow the rate of adoption The degree to which the innovation can be observed or described to others
  • Usually buyers are often the deciders as well or approvers at the least Gatekeepers control the flow of information…purchasing agents hide users data from salespersons. Other examples.. secretaries, technical personnel

Transcript

  • 1.  Awareness  Interest  Evaluation  Trial  Adoption
  • 2.  Relative advantage  Compatibility  Complexity  Divisibility  Communicability
  • 3.  Market Structure & demand  Fewer but larger buyers  Derived demand  More inelastic market (to price changes)  Fluctuates more (demand)  Nature of buying unit  Involves more buyers  More professional purchasing effort
  • 4.  Types of decisions & decision process  Biz buyers usually face more complex buying decisions  Buying process is more formalized  Buyers & sellers work closely together & buid close long term relationships
  • 5.  These are individuals within an organization who participate in making a given purchase decision.  These often function as buying centers  The final purchase decision is made determined in part by individual power, expertise, the degree of influence each functional area possesses  DMUs are largest in Product Introduction stage and become smaller as the stages progress.
  • 6. Straight Modified NewTask Rebuy Rebuy
  • 7.  Users  Influencers  Buyers  Deciders  Gatekeepers
  • 8. Buying on the internet  Reverse auctions  Trading exchanges  Company buying sites ( ex GE )  B-to-B marketers Advantages  Cost effective  Time saving  Frees purchasing people to focus on more strategic issues
  • 9.  Schools, nursing homes, hospitals, etc that provide services and goods to people in their care.
  • 10.  Federal, state and local – Govt units that purchase or rent goods & services for carrying out the main functions of the Govt  Some like Tata Motors, Kodak and Goodyear have established separate govt marketing departments