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当前位置:首页 > 商业/管理/HR > 市场营销 > 英国大学市场营销讲义(一)2
1、CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTLecture2:BuyerBehaviourinConsumerandOrganisationalMarketsLectureObjectivesBuyerBehaviourConsumerDecisionMakingProcessCharacteristicsofOrganisationalBuyingCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT2UnderstandingcustomersHowdotheybuy?Whataretheirchoicecriteria?CustomersWhoisimportant?Wheredotheybuy?Whendotheybuy?CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTTheConsumerDecision-MakingProcessNeedrecognition/problemawareness9InformationsearchEvaluationO。
2、falternativesPurchasePost-purchaseevaluationofalternativesCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTChoiceCriteriaUsedWhenEvaluatingAlternatives5Technical-ReliabilityDurabilityPerformanceStyle/looksComfortDeliveryConvenienceTasteEconomic-PriceValueformoneyRunningcostsResidualvalueLifestylecostsSocial-StatusSocialbelongingConventionFashionPersonal-Self-imageMoralsEmotionsCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT8DeterminantsoftheextentofproblemsolvingSelf-imagePerceivedriskSocialfactorsHedon。
3、ismDifferentiationandnumberofalternativesLevelofinvolvementTimepressureExtentofproblemsolvingForpersonalorhouseholduseForuseintheoperationofabusinessororganisation.TomanufactureotherproductsForresaletoothersORGANISATIONALPRODUCTCONSUMERPRODUCT2PapercupsbyMcDonald'sComputerchipsbyToshibaConcretebyLocalAuthoritiesOilbyElectricityGeneratorsFertiliserbyFarmersAccountancyservicesbyLtd..CompaniesTV’sbyCometorDixons3CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT4CharacteristicsofOrganisational。
4、BuyingDeriveddemandNegotiationsRisksReciprocalbuyingNatureandsizeofcustomersComplexityofbuyingEconomicandtechnicalchoicecriteriaBuyingtospecificrequirementsOrganisationalPurchasesCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTTheBuyingCentreBuyerDecider(DecisionMaker)UserGatekeeperInfluencer5Usersactuallyusetheproduct.Theymaybetheonewhoinitiatesthepurchaseprocessandmaydeveloptheproductspecification.Influencerssupplyinformationandadvice.Outsiderssuchasconsultantssometimesperformtherole.Gatekeepersco。
5、ntroltheflowofinformationtothebuyingcentre.PurchasingdepartmentStafffrequentlyfilltherolebutitcouldbeanymemberoftheorganisation.Buyerschoosesuppliersandnegotiatepurchasetermsoftenreducingtheactualpurchasetoaclericaltask.Deciders(DecisionMakers)havetheauthoritytoapprovethepurchase.(need)DeterminationofspecificationandquantityofneededitemSearchforandqualificationofpotentialsourcesAcquisitionandanalysisofproposalsEvaluationofproposalsandselectionofsupplier(s)SelectionofanorderroutinePerformancefeed。
6、backandevaluationCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT8VodaphoneVodaphonerecognisetheimportanceofeconomicchoicecriteriainorganisationalbuyingCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT9Influencesonorganizationalpurchasingbehaviourstraightre-buymodifiedre-buynewtaskBuyclassOrganizationalbuyerproductconstituentsproductfacilitiesMROsProducttypeImportanceofpurchaseCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTNewTaskBuyingTheorganisationmakesaninitialpurchaseofanitemtobeusedtoperformanew。
7、jobortosolveanewproblem.Oftenthisinvolvesdevelopmentofspecificationsforproductsandsuppliersaswellasproceduresforfuturepurchases.Highinformationrequirementfrommanysuppliers.Example:newITfacility11。
本文标题:英国大学市场营销讲义(一)2
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