《Marketing English》課件-Unit 6課件-英語

Unit6.AModelof

BusinessBuyerBehaviorAModelofBusinessBuyerBehavior

Atthemostbasiclevel,marketerswanttoknowhowbusinessbuyerswillrespondtovariousmarketingstimuli.Figure6.1showsamodelofbusinessbuyerbehavior.Inthismodel,marketingandotherstimuliaffectthebuyingorganizationandproducecertainbuyerresponses.Aswithconsumerbuying,themarketingstimuliforbusinessbuyingconsistofthefourPs:product,price,place,andpromotion.Otherstimuliincludemajorforcesintheenvironment:economic,technological,political,cultural,andcompetitive.Thesestimulientertheorganizationandareturnedintobuyerresponses:productorservicechoice;supplierchoice;orderquantities;anddelivery,service,andpaymentterms.Inordertodesigngoodmarketing-mixstrategies,themarketermustunderstandwhathappenswithintheorganizationtoturnstimuliintopurchaseresponses.4ModelofBusinessBuyerBehavior

(SeeP94Fig.6.1)TheEnvironmentMarketingStimuli:ProductPricePlacePromotionOtherStimuli:EconomicTechnologicalPoliticalCulturalCompetitiveTheBuyingOrganizationThebuyingcenterBuyingdecisionprocess(Interpersonalandindividualinfluences)(OrganizationalInfluences)BuyerResponsesProductorservicechoiceSupplierChoiceOrderQuantitiesDeliverytermsandtimesServicetermsPayment

ThemodelinFigure6.1suggestsfourquestionsaboutbusinessbuyerbehavior:1.Whatbuyingdecisionsdobusinessbuyersmake?2.Whoparticipatesinthebuyingprocess?3.Whatarethemajorinfluencesonbuyers?4.Howdobusinessbuyersmaketheirbuyingdecisions?6NewTaskBuyingInvolvedDecisionMakingModifiedRebuyMajorTypesofBuyingSituationsStraightRebuy7MajorTypesofBuyingSituations

(SeeP95)Therearethreemajortypesofbuyingsituations.Atoneextremeisthestraightrebuy,

whichisafairlyroutinedecision.Attheotherextremeisthenewtaskbuying,whichmaycallforthoroughresearch.Inthemiddleisthemodifiedrebuy,whichrequiressomeresearch.Inastraightrebuy,thebuyerreorderssomethingwithoutanymodifications.Itisusuallyhandledonaroutinebasisbythepurchasingdepartment.Inamodifiedrebuy,thebuyerwantstomodifyproductspecifications,prices,terms,orsuppliers.Themodifiedrebuyusuallyinvolvesmoredecisionparticipantsthandoesthestraightrebuy.Theinsuppliersmaybecomenervousandfeelpressuredtoputtheirbestfootforwardtoprotectanaccount.Outsuppliersmayseethemodifiedrebuysituationasanopportunitytomakeabetterofferandgainnewbusiness..Acompanybuyingaproductorserviceforthefirsttimefacesanew-tasksituation.Insuchcases,thegreaterthecostorrisk,thelargerthenumberofdecisionparticipantsandthegreatertheireffortstocollectinformationwillbe.Thenew-tasksituationisthemarketer'sgreatestopportunityandchallenge.Themarketernotonlytriestoreachasmanykeybuyinginfluencesaspossiblebutalsoprovideshelpandinformation.Thebuyermakesthefewestdecisionsinthestraightrebuyandthemostinthenew-taskdecision.Inthenew-tasksituation,thebuyermustdecideonproductspecifications,suppliers,pricelimits,paymentterms,orderquantities,deliverytimes,andserviceterms.Theorderofthesedecisionsvarieswitheachsituation,anddifferentdecisionparticipantsinfluenceeachchoice.10UnexpectedSituationalFactorsAttitudesofOthersParticipantsintheBusinessBuyingProcess

（TextonP97)EthicalDecision-MakingUnitofaBuyingOrganizationisCalledItsBuyingCenter.UsersInfluencersBuyersDecidersGatekeepers

BuyingRolesIncludeParticipantsintheBusinessBuyingProcessWhodoesthebuyingofthetrillionsofdollars'worthofgoodsandservicesneededbybusinessorganizations?Thedecision-makingunitofabuyingorganizationiscalleditsbuyingcenter:alltheindividualsandunitsthatparticipateinthebusinessdecision-makingprocess.Thebuyingcenterincludesallmembersoftheorganizationwhoplayaroleinthepurchasedecisionprocess.Thisgroupincludestheactualusersoftheproductorservice,thosewhomakethebuyingdecision,thosewhoinfluencethebuyingdecision,thosewhodotheactualbuying,andthosewhocontrolbuyinginformation.Thebuyingcenterincludesallmembersoftheorganizationwhoplayanyoffiverolesinthepurchasedecisionprocess.Usersaremembersoftheorganizationwhowillusetheproductorservice.Inmanycases,usersinitiatethebuyingproposalandhelpdefineproductspecifications.Buyershaveformalauthoritytoselectthesupplierandarrangetermsofpurchase.Buyersmayhelpshapeproductspecifications,buttheirmajorroleisinselectingvendorsandnegotiating.Inmorecomplexpurchases,buyersmightincludehigh-levelofficersparticipatinginthenegotiations.13MajorInfluencesonBusinessBuyerBehavior(SeeP.99)EnvironmentalEconomicdevelopmentsSupplyConditionsTechnologicalchangePoliticalandregulatorydevelopmentsCompetitiveDevelopmentsCultureandcustomsOrganizationalFactorsObjectivesPoliciesProceduresOrganizationalStructureSystemsInterpersonalAuthorityStatusEmpathyPersuasivenessIndividualAgeEducationJobPositionPersonalityRiskAttitudesBuyers14Stage1.ProblemRecognitionStage2.GeneralNeedDescriptionStage3.ProductSpecificationStage4.SupplierSearchStage5.ProposalSolicitationStage6.SupplierSelectionStage7.Order-RoutineSpecificationStage8.PerformanceReviewTheBusinessBuyingProcess

(SeeP101)15ReviewofKeyTermsandConceptsbusinessbuyerbehavior:thebuyingbehavioroftheorganizationsthatbuygoodsandservicesforuseintheproductionofotherproductsandservicesorforthepurposeofresellingorrentingthemtoothersataprofit.企業(yè)購買行為.businessbuyingprocess:thedecisionprocessbywhichbusinessbuyersdeterminewhichproductsandservicestheirorganizationsneedtopurchase,andthenfind,evaluate,andchooseamongalternativesuppliersandbrands企業(yè)購買過程16

modifiedre-buy:abusinessbuyingsituationinwhichthebuyerwantstomodifyproductspecifications,prices,terms,orsuppliers調(diào)整重購newtask

buying:abusinessbuyingsituationinwhichthebuyerpurchasesaproductorserviceforthefirsttime新購order-routinespecification:thestageofthebusinessbuyingprocessinwhichthebuyerwritesthefinalorderwiththechosensupplier(s),listingthetechnicalspecifications,quantityneeded,expectedtimeofdelivery,returnpolicies,andwarranties常規(guī)訂貨手續(xù)17performancereview:thestageofthebusinessbuyingprocessinwhichthebuyerratesitssatisfactionwithsuppliers,decidingwhethertocontinue,modify,ordropthem性能評估，檢查運行情況problemrecognition:thefirststageofthebusinessbuyingprocess,inwhichsomeoneinthecompanyrecognizesaproblemorneedthatcanbemetbyacquiringagoodoraservice確認(rèn)需求straightrebuy:abusinessbuyingsituationinwhichthebuyerroutinelyreorderssomethingwithoutanymodifications直接重購Deciders:haveformalorinformalpowertoselectorapprovethefinalsuppliers.Inroutinebuying,thebuyersareoftenthedeciders,oratleasttheapprovers.Gatekeepers:controltheflowofinformationtoothers.Forexample,purchasingagentsoftenhaveauthoritytopreventsalespersonsfromseeingusersordeciders.Othergatekeepersincludetechnicalpersonnelandevenpersonalsecretaries.Thebuyingcenterisnotafixedandformallyidentifiedunitwithinthebuyingorganization.19problemrecognition:thefirststageofthebusinessbuyingprocess,inwhichsomeoneinthecompanyrecognizesaproblemorneedthatcanbemetbyacquiringagoodoraservice確認(rèn)需求straightrebuy:abusinessbuyingsituationinwhichthebuyerroutinelyreorderssomethingwithoutanymodifications直接重購supplierselection:thestageofthebusinessbuyingprocessinwhichthebuyerreviewsproposalsandselectsasupplierorsuppliers供應(yīng)商選擇

suppliersearch:thestageofthebusinessbuyingprocessinwhichthebuyertriestofindthebestvendors尋找供應(yīng)商DiscussionandReviewQuestions:1.Whatarethethreemajortypesofbusinessbuyingsituations?2.Whatarethedifferencesbetweenmodifiedre-buyandstraightre-buy?

3.Whatisanewtaskbuyingsituation?Provideexample.4.Whoaretheparticipantsinthebusinessbuyingprocess?Andwhatisbuyingcenter?5.ListandbrieflydescribetheeightstagesinthebusinessbuyingprocessCreateanexamplethatdemonstrateshowabusinessbuyermightmovethroughthisprocess.6.WhatisSystemsBuyingbydefinition?7.Today,mostbusiness-to-businessmarketersrecognizethatemotionplaysanimportantroleinbusinessbuyingdecisions.Commentonthis.8.Whymustbusinessmarketersbuildlongtermrelationshipswiththecustomers?SelectedAnswers

toExercisesinUnit6I.Nofixedanswerstothesequestions;Studentsmaymakefreespeechaccordingtothetext.II.

1dynamics2.agent3.rational4.solicitation5.expertise6.specifications7.inventory8.warranties

III.1.c2.d3.a4.b5.h6.f7.g8.e

IV.1.T;2.F;3.T;4.F;5.T;6.T;7.F;8.TV.1.new-task;2.modifications;routine;3.rebuy;straight;4.buyingdecision;information;5.inventories.6.order;specifications’7