Org bb eh2

576 views

Published on

B2B or Organisational Buyer Behaviour is a topic often unknown or overlooked by marketers. This presentation highlights some of the key areas

Published in: Business, Career
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
576
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Org bb eh2

  1. 1. Organisational (B2B) Buyer Behaviour Dr Brian Monger Copyright April 2013.This Power Point program and the associated documents remain the intellectual property and thecopyright of the author and of The Marketing Association of Australia and New Zealand Inc. Thesenotes may be used only for personal study Persons and/or corporations wishing to use these notes for any other purpose should contact MAANZ for written permission. MAANZ Smartamarketing 1
  2. 2. MAANZ International• MAANZ International, is a Not for Profit, internet based professional and educational institute which has operated for  over 25 years. • MAANZ International offers Professional Memberships; • Marketing Courses (Formal and Short) • And Marketing Publications • www.marketing.org.au Marketing In Black and White MAANZ Smartamarketing 2
  3. 3. Dr. Brian Monger• Brian Monger is the CEO of MAANZ International and a Professional marketer  and consultant with over 40 years experience. Marketing In Black and White MAANZ Smartamarketing 3
  4. 4. Organisational Buyer BehaviourMany marketers who work in the organisational area will  testify that dealing with organisational buyers is quite unlike  dealing with the end‐user of the product.  • The organisational buyer is often seen as being more  rational and dispassionate; more professional and business‐ like than consumers. MAANZ Smartamarketing 4
  5. 5. Organisational Buyer Behaviour• Business and organisational customers are any buyers who  purchase :• for resale• or• to produce goods or services• Business and organisational customers purchase products for  their own consumption ‐ like any individual consumer MAANZ Smartamarketing 5
  6. 6. Organisational Buyer Behaviour• Organisations make purchases to satisfy needs• Business buying motives are presumed to be rational• Their buying goal is to achieve the optimal combination of  value, price, quality and service MAANZ Smartamarketing 6
  7. 7. Organisational Buyers• Organisational buyer behaviour differs from consumer buyer  behaviour.  • The primary difference is that the business buyer is  significantly influenced by the demands of the organisation. • Organisational buyers are human and therefore will exhibit  similar behaviours to consumers when purchasing.   MAANZ Smartamarketing 7
  8. 8. Characteristics that differentiate business  and consumer buyers include:• Role Specialisation • Tasks• Formulised Process • New Purchase• Increased Decision  • Modified Rebuy Accountability • Straight Rebuy• Complexity Of  Requirements MAANZ Smartamarketing 8
  9. 9. Organisational Buying Centre Roles • Initiators • Users and Maintainers • Gatekeepers • Influencers • Deciders • Buyers MAANZ Smartamarketing 9
  10. 10. Elements Distinguishing Business and Non‐ Business Buying Contexts• Generally, the organisational context is far more rational,  formal and inflexible than the consumer – non‐business  context.  • Unlike ordinary consumers, organisational buyers must  consider offers and make purchases inside fairly rigid  organisational rules and structures. • The formal constraints of commercial interviews gives them  a sharper focus than those involving non‐business prospects.  The commercial form of the meeting is fairly clear‐cut.   Many organisations issue strict guidelines concerning the  form and content of sales presentations.  MAANZ Smartamarketing 10
  11. 11. Elements Distinguishing Business and Non‐ Business Buying Contexts• Due largely to the sharper focus and organisational  structures, time is more critical in organisational  presentations than in supplier‐ consumer transactions.• They tend to take a longer term and wider view than  personal buyer/users• Traders accept or reject, largely on the basis of their  assessments of how their customers will respond to their  resultant value offers.  MAANZ Smartamarketing 11
  12. 12. Elements Distinguishing Business and Non‐ Business Buying Contexts• Merchants must estimate the resaleability and profitability  of consumption goods in terms of their cost to them and  their final users. Organisational buyers must also account for  the profitability of inputs, their capacity to lower costs,  generate sales, and so forth.• Organisational purchases are made within (or in close  relation to) definite, clearly comprehended, budgetary  limits. MAANZ Smartamarketing 12
  13. 13. Basic Buying Decision Criteria 1. Performance Criteria 2. Economic Criteria 3. Integrative Criteria 4. Adaptive Criteria 5. Legalistic Criteria MAANZ Smartamarketing 13
  14. 14. Organisational Buying Motives• Seven emotional factors which are highly important in  preparing organisation to organisation marketing.• 1. Habit, complacency, inertia.• 2. Fear of decision.• 3. Security  • 4. Laziness.• 5. The gambling instinct • 6. Fear of being left behind.• 7. Status. MAANZ Smartamarketing 14
  15. 15. Organisational Buyer Behaviour• Decision making may be likened to that of limited problem  solving of the consumer  and the "shopping" product  category and similarly the organisational buyer may take a  modest amount of time, rely on some existing information  and experience with some further search undertaken.   Specification may be redesigned and reference checking and  performance review may be utilised. MAANZ Smartamarketing 15
  16. 16. • For more information about MAANZ International and articles about Marketing,  visit: • www.marketing.org.au • http://smartamarketing.wordpress.com • http://smartamarketing2.wordpress.com • .  http://www.linkedin.com/groups/MAANZ‐SmartaMarketing‐Group‐ 2650856/about • Email: info@marketing.org.au• Link to this site ‐ ‐ http://www.slideshare.net/bmonger for further presentations Marketing In Black and White MAANZ Smartamarketing 16
  17. 17. END MAANZ SmartamarketingMAANZ MXPress Program 17

×