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Organizational buying&buyer behaviour

Module 2

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 The nature of organizationalbuying

• The buygrid model

• Buying situations

– New task– Modied rebuy

– !traight rebuy

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• "hases in the #ur$hasing de$ision#ro$ess

– "hase % 'nti$i#ation or re$ognition of a#roblem (Need)

– "hase 2* +etermination of the$hara$teristi$s& ,uantity of needed item

– "hase -* +es$ri#tion of the$hara$teristi$s& ,uantity of the neededitem

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– "hase . sear$h for and ,uali$ation of#otential sour$es

– "hase / '$,uisition and analysis of

#ro#osals– "hase 0 1valuation of #ro#osals and

sele$tion of su##liers

– "hase !ele$tion of an order routine– "hase 3 "erforman$e feedba$k&

evaluation

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• Overview of the buygrid

– 4ree#ing $ommitment

– 4enter of gravity

• Marketing im#li$ations

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Buying centers and multiplebuying infuencers

• 5dentifying buying $enter members

– Marketing

– Manufa$turing

– 6esear$h& develo#ment

– 7eneral management

– #ur$hasing

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• A model or determining the compositiono the organizational buying center

– 1nvironment& mission

– "ur$hase needs– Buy $lass8buy #hase

– +ollar value& $om#le9ity

– Time $ommitment& life $y$le

– Buying $enter membershi#: #ro$urementand other members

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• Buying $enter ob;e$tives

– Task<oriented ob;e$tives

• "ri$e

• !ervi$es

• =uality

• 'ssuran$e of su##ly

• 6e$i#ro$ity– Nontask ob;e$tives

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• @oint de$ision making

– 4hara$teristi$s of the rm

– Buying $enter intera$tion #atterns

• Aerti$al involvement• ateral involvement

• 19tensivity

• 4onne$tedness

– "ur$hase situation in?uen$e

– Organizational in?uen$e

– Marketing im#li$ations

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• "sy$hologi$al fa$tors in?uen$ingindividual de$ision making

– +iCeren$es in role orientation

– +iCeren$es in information e9#osure

– "er$eived risk in the vendor sele$tion#ro$ess

– Marketing im#li$ations

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• 4on?i$t and resolution in ;ointde$ision making

– 4on?i$t<resolution strategies

– 4oalition

– "ower in $on?i$t resolution

– 5dentifying #ower bases

– Marketing im#li$ations

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• The buying $ommittee

• !u##ler $hoi$e and evaluation

– !u##lier $hoi$e and ,ualifying #ro$ess

– 1valuating su##lier #erforman$e

• The $ategori$al method

• The weighted<#oint method

• The $ost<ratio method