CHAPTER 3 BUYER BEHAVIOR. Buying Units and Roles Buying Process Influences on Buyer Behavior.
Buying Centre Roles & Analysis(2)
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Transcript of Buying Centre Roles & Analysis(2)
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International Business to BusinessMarketing
Lecture Notes
Autumn 2004
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Course Objectives
• Insight into theories explaining business to business marketing and supply chain activities
• Exposure to tools and models supporting business to business marketing and supply chain decisions– Conventional tools and models– Internet and e-market place
• Awareness of the international settings of business to business marketing and supply chain strategies
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Three Theoretical Perspectives
• Conventional marketing• Need for integration of b2b marketing and supply
chain management theories
• Network Perspective• Strategic partnership
• Social construction• Relationship marketing• Buyer-Seller interactions
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Dominant Characteristics of the ConventionalApproach to B2B Marketing
• Vendor-focused • Transaction-oriented
– Complexity of purchase decisions– Frequency of purchases– Volume– Product service range
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Auctions
• Standardized products• Known technology• Standardized quality measures
• High volume• High frequency of usage• Price as important marketing parameter
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The Purchaser Perspective to B2B Marketing
• Purchasing officers have different profiles and do not think like sales people– Strategic Importance of the product/solution– Cost savings vs. Solution enhancing purchases
• Firm size influences purchasing behaviour of firms
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Product Value Analysis
• Does the use of the item contribute value?• Is its cost proportionate to its usefulness?• Does it need all its features?• Is there anything better foor its intended use?• Can a usable part be made by a lower-cost method?• Can a standard product be found that will be usable?• Is the product made on proper tooling, considering the
quantities that are used?• Will another dependable supplier provide it for less?• Is anyone buying it for less?
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Key Features of B2B Products
• Fewer users and larger purchases• Derived demand - esp. for raw materials and components• Fluctuating demand – 10% change in consumer demand
can lead to more than 10% change in the demand for inputs• Rational buying decision process
– quality, --- technical, perceived– dependability– performance and service
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Classification of Organizational Buyers
• Producers– Manufacturers– Service firms
• Intermediate customers• Public Sectors
– Institutions– Projects
• Non-Government Organisations
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Key Characteristics of Business to Business Customers
• Use other peoples’ money• Professional buyers – usually rational • Collective decison process - buying centre • Key managers are usually involved• Relatively fewer in number• Purchases are usually substantial in volume and
value
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International Dimensions of Business to Business Marketing
• Transnationality of Business Activities• Growing need for cross-national inter-firm collaborative
arrangements– Contract Production– Out-sourcing of inputs– Strategic Alliances
• Increasing demand for technology capacity enhancement packages in the emerging market economies
• Governments and international organizations as target markets
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Conventional Concepts and Models in B2B Marketing
• The Buy Grid Model – Consists of 3 dimensionsConsists of 3 dimensions• Buy Situation
– New task – Modified Rebuy– Straight rebuy
• Buying Phases• Buying Centre
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Two Dimensions of the Buygrid Model
• Task dimensions of the model• Buying situations/tasks, • Buying phases • Buying centre
• Non-task dimensions• The individual• The group• Organisation
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Bunn’s Version BtB Buying Situations
PurchaseImportanace
Task Uncertainty
AlternativesAvailable
Buying Activities
Strategic New task
Very important Moderately uncertain
Limited choice Detailed search & analysis
Judgemental New Task
Quite important Great deal of uncertainty
Limited choice Moderate search & analysis
Simplemodified re-buy
Quite important Little uncertainty
Limited choice Moderate search & analysis
Complexmodified re-buy
Quite important Little uncertainty
Much choice Detailed search & analysis
Routine low priority
Somewhat important
Little uncertainty
Much choice Moderate search & analysis
Casual occasional purchases
Of minor importance
Little uncertainty
Much choice No search and analysis
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Buying Phases
• Problem recognition• General need description• Product/service specification• Supplier search• Proposal solicitation• Supplier selection• Order-routine specification• Performance Review
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Role of the Buying Centre
• Users• Influencers
– Define specifications and provide information for evaluating alternatives
• Deciders– Decide on product requirements and/or on suppliers
• Approvers– Authorise proposed action
• Buyers– Selects suppliers and arranges terms of purchase
• Gatekeepers– Prevents information from reaching members of the buying centre
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Contribution to Purchase Decisions by Buying Centre Members
• Who originates the initial decision?• Who surveys alternatives and determines the basic characteristics of the
product required?• Who identifies potential suppliers?• Who collects tenders/information from suppliers?• Who evaluates products offered?• Who authorises the purchase?• Who finally chooses the supplier?• Who monitors and evaluates the performance of both the product and the
supplier?• Who is most likely to initiate decisions to change supplier?• Who finally decides on a change in supplier and selects the new supplier?
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Buying Centre Analysis
• Buying centre members selectively participate in purchasing decision processes
• They have different choice criteria• They possess different levels of purchase knowledge• Their degree of involvement shift with the phases of the
buying process • Their influence and authority shift from one buying
activity to the other
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Strategic Implications of Buying Centre
Analysis• Identification of key decision-makers/influencers at each
stage of the purchase decision process.• Assessment of buying centre members' decision variables• Assessment of buying centre members' information about/
attitude to one's firm and competitors• Reinforcing positive opinion about one's firm• Legitimacy-seeking strategies
• Reduce uncertainty about the expected quality of one's performance.– endorsement tactics,– Level, nature and intensity of interaction
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International Perspectives on the Buy Grid Model
• Countries differ in terms of their notions of logic and decision making procedures
• Countries differ in terms of their degree of uncertainty avoidance
• Countries differ in terms of their degree of individualism and consensus seeking
• Countries and organisations differ in terms of respect for hierarchical positions
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Some Strategic Implications
• Influence those whose money is being used (e.g. voters)• Adoption of customer retention strategies• Customized/Direct Marketing – E.g. Internet• Long term marketing strategies• Combination of rational arguments and persuasive
negotiation• Stimulating demand for potential customer products• Send high powered salespeople