英国大学市场营销培训讲义
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Lecture 2: Buyer Behaviour in Consumer and Organisational Markets Lecture Objectives lBuyer Behaviour lConsumer Decision Making Process lCharacteristics of Organisational Buying CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 2 Understanding customers How do they buy? What are their choice criteria? Customers Who is important? Where do they buy? When do they buy? CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT The Consumer Decision-Making Process Need recognition/problem awareness 9 Information search Evaluation Of alternatives Purchase Post-purchase evaluation of alternatives CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Choice Criteria Used When Evaluating Alternatives 5 Technical- Reliability Durability Performance Style/looks Comfort Delivery Convenience Taste Economic- Price Value for money Running costs Residual value Life style costs Social- Status Social belonging Convention Fashion Personal- Self-image Morals Emotions CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 8 Determinants of the extent of problem solving Self-image Perceived risk Social factors HedonismDifferentiation and number of alternatives Level of involvement Time pressure Extent of problem solving . . CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT The consumer decision-making process and level of purchase involvement 10 StageLow InvolvementHigh Involvement Need recognition problem awareness Minor Major personality important Information searchLimited searchExtensive search Evaluation of alternatives and the purchase Few alternatives evaluated on few choice criteria Many alternatives evaluated on many choice criteria Post-purchase evaluation of the decision Limited evaluation media search Extensive evaluation including media search CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Sony The importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad. 4 CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Orange Marketers use colour to convey meaning in this advertisement 11 . . CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 12 Ford Ka Marketers use colour to convey meaning in this advertise- ment CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Consumer or Organisational Products Why was the product Purchased ? For personal or household use For use in the operation of a business or organisation. To manufacture other products For resale to others ORGANISATIONAL PRODUCT CONSUMER PRODUCT 2 . . CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Some Examples of Organisational Buying Paper cups by McDonalds Computer chips by Toshiba Concrete by Local Authorities Oil by Electricity Generators Fertiliser by Farmers Accountancy services by Ltd. Companies TVs by Comet or Dixons 3 CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 4 Characteristics of Organisational Buying Derived demand Negotiations Risks Reciprocal buying Nature and size of customers Complexity of buying Economic and technical choice criteria Buying to specific requirements Organisational Purchases CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT The Buying Centre Buyer Decider (Decision Maker) User Gatekeeper Influencer 5 Users actually use the product. They may be the one who initiates the purchase process and may develop the product specification. Influencers supply information and advice. Outsiders such as consultants sometimes perform the role. Gatekeepers control the flow of information to the buying centre. Purchasing department Staff frequently fill the role but it could be any member of the organisation. Buyers choose suppliers and negotiate purchase terms often reducing the actual purchase to a clerical task. Deciders (Decision Makers) have the authority to approve the purchase. . . CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 6 Buy phases: the organizational decision-making process Recognition of a problem (need) Determination of specification and quantity of needed item Search for and qualification of potential sources Acquisition and analysis of proposals Evaluation of proposals and selection of supplier(s) Selection of an order routine Performance feedback and evaluation CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 8 Vodaphone Vodaphone recognise the importance of economic choice criteria in organisational buying CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 9 Influences on organizational purchasing behaviour lstraight re-buy lmodified re-buy lnew task Buy class Organizational buyer lproduct constituents lproduct facilities lMROs Product type Importance of purchase CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT New Task Buying The organisation makes an initial purchase of an item to be used to perform a new job or to solve a new problem. Often this involves development of specifications for products and suppliers as well as procedures for future purchases. High information requirement from many suppliers. Example: new IT facility 11 .