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Buying behavior of custmer@ bec doms


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Buying behavior of custmer

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Buying behavior of custmer@ bec doms

  1. 1. Business and Organizational Customers and Their Buying Behavior
  2. 2. Chapter 7 Objectives <ul><li>1. Know who the business and organizational customers are. </li></ul><ul><li>2. See why multiple influence is common in business and organizational purchase decisions. </li></ul><ul><li>3. Understand the problem-solving behavior of organizational buyers. </li></ul><ul><li>4. Know the basic methods used in organizational buying. </li></ul><ul><li>5. Understand the different types of buyer-seller relationships and their benefits and limitations. </li></ul><ul><li>6. Know about the number and distribution of manufacturers and why they are an important customer group. </li></ul><ul><li>7. Know how buying by service firms, retailers, wholesalers, and governments is similar to —and different from— buying by manufacturers. </li></ul><ul><li>8. Understand the important new terms. </li></ul>When you finish this chapter, you should 7-2
  3. 3. Different Types of Customers 7-3 Exhibit 7-1 All business and organizational customers Producers Middlemen Governments Nonprofits Manufacturers Farms, mines, etc. Financial Institutions Other providers National Local Federal State and Local Wholesalers Retailers
  4. 4. Buying Centers 7-4 Exhibit 7-2 Buying Center Influencers Users Gatekeepers Deciders Buyers
  5. 5. Overlapping Needs 7-5 Exhibit 7-3 Innovation Survival Customer satisfaction Growth Profit Other needs Company’s Needs Overlap in Needs Individual’s Needs Risk Job security Comfort Career advancement Money-rewards Other needs
  6. 6. Organizational Buying Processes 7-6 Exhibit 7-4 Little Some Much None Some Much Little Some Much Little Medium Much Information Needed Review of Suppliers Multiple Influences Time Required Characteristics New-Task Buying Modified Rebuy Straight Rebuy Type of Process
  7. 7. Basic Methods in Organizational Buying 7-7 Basic Methods Inspection Description Negotiated Contracts Sampling
  8. 8. Buyer-Seller Relationships 7-8 Exhibit 7-6 Information sharing Linkages Cooperation Legal bonds Adaptations Relationship Supplier Customer Salesperson Quality R&D Accounting Marketing Production Purchasing manager Quality Finance R&D Production Accounting Engineering
  9. 9. Types of Organizational Buyers 7-9 Manufacturers Service Producers Retailers & Wholesalers Governments Grouped by Industry Close to Customers Buying for Targets Bids & Regulations Focus: Focus: Focus: Focus:
  10. 10. Key Terms Inspection Buying Sampling Buying Description Buying Competitive Bids Negotiated Contract Buying Just-in-Time Delivery Reciprocity NAICS Codes Open to Buy Resident Buyers Foreign Corrupt Practices Act Business and Organizational Customers ISO 9000 Purchasing Managers Multiple Buying Influence Buying Center Vendor Analysis New-Task Buying Straight Rebuy Modified Rebuy Requisition 7-10