tailieunhanh - Lecture Consumer behaviour: Chapter 17 - Cathy Neal, Pascale Quester, Del Hawkins

Like households, organisations make many buying decisions. This lecture will build on the previous discussion of consumer behaviour and apply the concepts to organisational buying. As with previous lectures, we will apply these concepts to enable us to analyse buying decisions and use this information to learn how marketers can develop improved marketing strategies. | Chapter 17 Business-to-Business Buying Behaviour Similarities and differences between consumer/household behaviour and the behaviour of businesses Analysing business buying behaviour and developing marketing strategies Types of purchase decisions by large and complex organisations, and approaches used Adapting consumer behaviour concepts to understanding business buying behaviour Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 17– Like households, organisations make many buying decisions. This lecture will build on the previous discussion of consumer behaviour and apply the concepts to organisational buying. As with previous lectures, we will apply these concepts to enable us to analyse buying decisions and use this information to learn how marketers can develop improved marketing strategies. Overall Model of Organisational Buying Behaviour As with a household or an individual consumer, an organisation has a decision-making process, and this process is affected by internal and external influences. One of the differences is that these influences are ‘guided’ by the organisational culture: sometimes this stated or explicit, sometimes it is implicit. Potential suppliers need to study these details before approaching a firm, as otherwise they main gain an unfavourable reputation for being insensitive to the firm’s requirements: of the ‘way we do business’. (See pages 573–574.) Organisational Culture and Organisational Decisions Organisations have a style or manner of operating that is referred to as organisational culture. The type of organisation (commercial, governmental, non-profit or cooperative) and the nature of their activity (routine, complex or technical) help shape its style. (See pages 573–574.) External Factors Influencing Culture: Organisational Demographics Organisational characteristics size activities and objectives location industry category Organisational composition characteristics gender | Chapter 17 Business-to-Business Buying Behaviour Similarities and differences between consumer/household behaviour and the behaviour of businesses Analysing business buying behaviour and developing marketing strategies Types of purchase decisions by large and complex organisations, and approaches used Adapting consumer behaviour concepts to understanding business buying behaviour Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 17– Like households, organisations make many buying decisions. This lecture will build on the previous discussion of consumer behaviour and apply the concepts to organisational buying. As with previous lectures, we will apply these concepts to enable us to analyse buying decisions and use this information to learn how marketers can develop improved marketing strategies. Overall Model of Organisational Buying Behaviour As with a household or an individual consumer, an organisation has a .