Beruflich Dokumente
Kultur Dokumente
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2. THE APPROPRIATE LEVEL OF QUALITY
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3. THE LOWEST TOTAL COST
POLITICAL RISKS Management commitment/ willingness to partner Turf Battles Internal Strife
Straight rebuy:
Most common type of business buying situation; buyer purchases a part, material, or service routinely, with little thought going into buying process.
Modified rebuy:
Reevaluation of alternatives; necessary because buying requirements have changed such that relatively routine buy or purchase no longer is routine.
Modified Rebuy
Consulting Services
New Buy
Installations
Pure routine
Electricity Gas/Water Bulk Chemicals
Electrical Components
Complete negotiation
Computer Systems
Moon Shot Insurance
Buy Classes
New Task B 1.Anticipation & Recognition of problem U (need) & a general Solution Y 2.Determination of Characteristics & Quantity P of needed items H A S E S 3.Description of Characteristics & Quantity of needed items 4.Search for & Qualification of potential sources 5.Acquisition & Analysis of Proposals Modified Straight Rebuy Rebuy
Buy Classes
New Task B 1.Recognition of problem (need) U Y 2.General need description Yes Yes Yes Yes Yes Yes Yes Yes Modified Straight Rebuy Rebuy May Be May Be Yes May Be May Be May Be May Be Yes No No No No No No No Yes
Problem Recognition
Anticipate problem; use advertising & creative sales people to convince buyers of problem-solving capabilities
In supplier: maintain quality/service standards; out supplier: watch for developing trends
In supplier: maintain close relationship with users & buyers; out supplier: convince firm to reexamine alternatives
In supplier & Out Same as Phase 1 supplier: stress capability,reliability,& problem-solving capabilities Same as Phase 2 Same as Phase 1
Provide detailed product/service information to decision makers In supplier:maintain dependability; out supplier:demonstrate ability to perform task
Same as Phase 1
Analyzing Proposals
Need Recognition
Develop Product Specifications Solicit Bids Complexity of Buying Situation
Need Recognition
Develop Product Specifications Solicit Bids Creeping Commitment
Organizational Forces
Group Forces
Individual Forces
Multi-Attribute Theory
Product offerings are bundles of attributes. Attributes provide benefits. Benefits satisfy needs. Buyers differ in their needs, therefore Buyers differ in the importance they place upon various attributes. Some buyers seek to maximize the set of attributes. Others seek to satisfy most important attributes first.
Role Theory
The differing roles people play (in business, society, or life in general) have differing norms and expectations. Examines how people interact in the Buying Center (more than one person is involved in the purchasing decision.) In many cases, the buying center is an informal, complex, changing group. In other cases, it is a formal part of the organization (such as cross-functional teams)
Gatekeeper
Tight controller of information flow to other buying center members; can open/close gate for salespeople.
Influencer
Provides information to other members for evaluating alternative products or sets purchasing specifications; can operate within/outside buying center.
Decider
Makes buying decision; often difficult to ID.
Buyer
Assigned formal authority to select vendors and complete purchasing transaction.
The Gatekeeper
Vertical
Layers of management involved
Horizontal
Number of departments involved
Individual Forces
Evaluative criteria
education, training, experience
Information Processing
selective exposure, attention, perception, and retention
Risk-Reduction Preferences
level of uncertainty about outcomes magnitude of consequences associated with incorrect choice
Selective Perception
Impacts how your buyer views and understands the world Impacts how your buyer views risk