What’s Happening? Mid-term Exam Marketing groups for term project.
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What’s Happening? Mid-term Exam Marketing groups for term project
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Discussion Questions Think about a specific major purchase you’ve made recently. What buying process did you follow (How did you decide)? What major factors influenced your decision? Pick a company. Does the company you chose understand its customers and their buying behaviour? Explain.
Transcript of What’s Happening? Mid-term Exam Marketing groups for term project.
What’s Happening?
Mid-term Exam Marketing groups for term project
Consumer and Business Buyer Behaviour
Chapter 6
Discussion Questions
Think about a specific major purchase you’ve made recently. What buying process did you follow (How did you decide)? What major factors influenced your decision?
Pick a company. Does the company you chose understand its customers and their buying behaviour? Explain.
Decision Making: Situations
LessInvolvement
MoreInvolvement
RoutineResponseBehavior
LimitedProblemSolving
ExtensiveDecisionMaking
Consumer decision-making processes - Exhibit 6-2
Traditional factors affecting consumer purchasing behaviours Demographics (age, gender, income, etc.) Heredity and home environment Family life cycle Life changing events Social environment Situational environment
Information Search – Step 2
Two ways of gathering information:
1. Internally2. Externally – requires time and effort
Consumers look to reduce risks and uncertainty associated with their purchases
Consumer risks include: performance, financial, physical, social and time.
Evaluation of Alternatives – Step 3 Choice criteria
1. Evoked set2. Inept set3. Inert set
Product/service features
Need/want factors
The Purchase/Buy Decision – Step 4
Decision to purchase a particular product may be based on several factors:
Brands Price Need Quality Situation Attitudes of others Enticements And many others,…..
Postpurchase Evaluation – Step 5
Evaluation of product/service performance.
Cognitive dissonance.
Impacts future purchases.
Impacts word-of-mouth communications.
Discussion/Group Questions
Page 166, question 3
Page 167, question 14 (group work)
Individual factors that shape the decision-making process Motivation Perception Learning Attitudes Personality and Self-Concept
What’s Happening?
http://www.webdesignerdepot.com/2009/11/40-seriously-funny-print-ads/
Term Project Proposal due next class!
http://www.youtube.com/user/BridgestoneSuperBowl?v=EBUcG7xZB-g&feature=pyv&ad=5564215583&kw=2009%20superbowl%20ad#p/c/3EB426E628B08939/4/beF0LTvbdfw
http://www.youtube.com/watch?v=R55e-uHQna0
Business Markets and Organizational Buying
Chapter 7
Common Types of Organizational Consumers – Exhibit 7-1
Factors affecting Organizational purchasing behaviours Product and service quality Customer related services – examples? Price and terms of purchase Delivery and inventory management systems Collaboration
Characteristics of theThree Types of Buying Decisions
Straight Rebuy
Modified Rebuy
New Task
Newness of Problem or NeedInformation Requirements
Information SearchConsideration of New Alternatives
Multiple Buying InfluenceFinancial Risks
LowMinimalMinimal
NoneVery Small
Low
MediumModerateLimitedLimited
ModerateModerate
HighMaximumExtensiveExtensive
LargeHigh
Steps in Organizational Decision Making (Exhibit 7-4)
1. Identification of a Need2. Deciding on Objectives and Specifications3. Identification of Suppliers and Evaluation of
Alternatives4. Selection of Suppliers and Negotiations5. Establishing a Valued Customer
Relationship How if at all do these steps differ from the
consumer decision-making process?
Roles of the Buying Center Users Gatekeepers Influencers Deciders Buyers
Organizational Buying Center
