 Awareness
 Interest
 Evaluation
 Trial
 Adoption
 Relative advantage
 Compatibility
 Complexity
 Divisibility
 Communicability
 Market Structure & demand
 Fewer but larger buyers
 Derived demand
 More inelastic market (to price changes)
 Fluctu...
 Types of decisions & decision process
 Biz buyers usually face more complex buying
decisions
 Buying process is more f...
 These are individuals within an organization who
participate in making a given purchase decision.
 These often function...
Straight Modified NewTask
Rebuy Rebuy
 Users
 Influencers
 Buyers
 Deciders
 Gatekeepers
Buying on the internet
 Reverse auctions
 Trading exchanges
 Company buying sites ( ex GE )
 B-to-B marketers
Advantag...
 Schools, nursing homes, hospitals, etc that
provide services and goods to people in their
care.
 Federal, state and local – Govt units that
purchase or rent goods & services for carrying
out the main functions of the ...
Adoption process
Adoption process
Adoption process
Adoption process
Adoption process
Adoption process
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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
  • Adoption process

    1. 1.  Awareness  Interest  Evaluation  Trial  Adoption
    2. 2.  Relative advantage  Compatibility  Complexity  Divisibility  Communicability
    3. 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. 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. 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. 6. Straight Modified NewTask Rebuy Rebuy
    7. 7.  Users  Influencers  Buyers  Deciders  Gatekeepers
    8. 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. 9.  Schools, nursing homes, hospitals, etc that provide services and goods to people in their care.
    10. 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
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