tailieunhanh - Bài giảng Marketing công nghiệp: Chapter 3 - Ph.D. Đinh Tiến Minh

Bài giảng "Marketing công nghiệp - Chapter 3: Organizational buying & Buying behavior" cung cấp cho người học các kiến thức: Purchasing objectives, organisational buying process, types of purchase or buying situations, the buying center, models of organisational buying behavior. | 1/2/2017 Chapter 3 Organizational Buying & Buying Behavior DINH Tien Minh (.) University of Economics HCMC Objectives Understand organizational buying objectives. Gain knowledge organisational buying process including the types of buying situation. Identify the members of decision making unit. Understand some of models of organizational buying behavior. 2 Outline Purchasing Objectives Organisational Buying Process Types of Purchase or Buying Situations The Buying Center Models of Organisational Buying Behavior Questions and Homework 3 1 1/2/2017 . Purchasing Objectives Buying the right item in the right quantity, at the right price, for delivery at the right time and place. What’s right for each dimension? Delivery/ Availability Product quality Lowest price Services Supplier relationship 4 . Purchasing Objectives (cont’) The Firm and Personal objectives. © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 5 . Organisational Buying Process More complex than the consumer decision process and takes place within formal organization’s budget, cost, and profit considerations. Source: Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition. 6 6 2 1/2/2017 . Organisational Buying Process (cont’) Stage 1: Anticipate a problem/need and a general solution Need to provide employees with a good cup of coffee to enhance productivity. Stage 2: Determine the characteristics and quantity of a needed good or service Offering a coffee system that brews one cup of coffee at a time according to each employee’s preference. 7 7 . Organisational Buying Process (cont’) Stage 3: Describe characteristics and the quantity of a needed good or service Firms need a simple system for brewing a good cup of coffee; quantity requirements are easily correlated to the number of coffee drinkers. Stage 4: Search for and qualify potential sources Choice of .