Organizational Buying Behavior

Slides:

Advertisements

Similar presentations

Copyright © 2005 Pearson Education Inc. Consumer Markets and Consumer Buyer Behaviour Chapter 7 PowerPoint slides Express version Instructor name Course.

Advertisements

Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand.

17–1 Chapter 17 Business-to-Business Buying Behaviour Similarities and differences between consumer/household behaviour and the behaviour of businesses.

Marketing Management • 14e

1 Matakuliah:G0492/ English for Advertising Tahun: 2005/2006 The Consumer Audience Consumer Behavior Cultural and Social Influences on consumers Psychological.

Principles of Marketing BA 390 Fall 2006 Dr. McAlexander.

4-1 Chapter Overview 1. Categories of B-to-B buyers. 2. Business buying center. 3. B-to-B purchasing process. 4. Factors and issues in B-to-B communications.

UNDERSTANDING PRINCIPLES OF MARKETING

Irwin/McGraw-Hill CHAPTER ONE Consumer Behavior and Marketing Strategy Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Analyzing Consumer Markets. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 2 of 31 Possible Questions 1.How do consumer characteristics.

Consumer and Business Buyer Behaviour Chapter 6. Discussion Questions Think about a specific major purchase you’ve made recently. What buying process.

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 1 Organisational.

CONSUMER BEHAVIOR CHAPTER 5. Problem Recognition: Perceiving a Need Information Search: Seeking Value Alternative Evaluation: Assessing Value  Evaluative.

Consumer markets Chapter 7

Irwin/McGraw-Hill Welcome!Welcome! Consumer Behavior and Marketing Strategy Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

MT 219 Marketing Unit Three Consumer and Business Buyer Behavior Note: This seminar will be recorded by the instructor.

Consumer Behavior Purchase decision process. Steps to make a purchase  Consumer behavior refers to as a buyer reacts against the particular situation.

Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc

1 of 12 Defining the Organization’s Business, Mission, and Goals Business Definition (Who are we?)  scope of the organization’s operations  customers.

Consumer Markets and Consumer Buyer Behavior Chapter 5.

Principles of Marketing

Chapter 5- slide 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall I t ’s good and good for you Chapter 3 Consumer Markets and Consumer.

Ch. 1 Consumer Behavior vs. Marketing Strategy

  Needs   Wants   Drive   Physiological needs   Safety needs   Social needs   Personal needs   Perception   Selective exposure   Selective.

Ch. 19: Organizational Decision Making OEMs (Original Equipment Manufacturers). End Users Resellers Government Institutions.

What’s Happening? Mid-term Exam Marketing groups for term project.

Chapter One Understanding Consumer Behavior. Copyright © Houghton Mifflin Company. All rights reserved.7 | 2Copyright © Houghton Mifflin Company. All.

Chapter 1 Consumer Behavior and Marketing Strategy.

6-1. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Market Potential and Sales Forecasting Chapter 06.

Marketing: An Introduction Consumer and Business Buyer Behaviour Chapter Six Lecture Slides –Express Version Course Professor Date.

 Copyright 1999 Prentice Hall 5-1 Chapter 5 PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Consumer Markets and Consumer Buyer.

MARKETING STARTS WITH CUSTOMERS

Consumer Behavior and Marketing Strategy

Consumer Markets and Consumer Buyer Behavior

Consumer Behaviour Dr.P.S DoMS, Unit II EAB 5/26/2018.

Consumer Markets and Consumer Buyer Behavior

Consumer Markets and Consumer Buying Behavior

Business Markets and Business Buying Behavior

Business Markets and Business Buying Behavior

CONSUMER BEHAVIOR Building Marketing Strategy

Simple Response Model Stimulus Organism Response.

Chapter 17 Linked Lists.

Chapter 19 Binary Search Trees.

Chapter 4 Inheritance.

Chapter 6 Analyzing Consumer Markets and Buying Behavior

Transparency A.

Buyer Behaviour.

Analyzing Consumer Markets

Consumer Markets and Consumer Buyer Behavior

Perception CHAPTER EIGHT

Advertising and Public Relations

Consumer Markets and Consumer Buyer Behavior

Consumer Markets and Consumer Buyer Behavior

Consumer Markets and Consumer Buyer Behavior

Copyright © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

Copyright © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

MARKETING STARTS WITH CUSTOMERS

Chapter 6 Analyzing Consumer Markets and Buying Behavior

The American Society: Families and Households CHAPTER SIX

Copyright © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

Copyright © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

Copyright © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

Copyright © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 2 Reference Types.

Chapter 4 Greedy Algorithms.

Copyright © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

Presentation transcript:

Organizational Buying Behavior CHAPTER NINETEEN Organizational Buying Behavior Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Overall Model of Organizational Buyer Behavior 19-1 EXTERNAL INFLUENCES Firmographics Culture Government Reference Groups Marketing Activities INTERNAL INFLUENCES Organization values Perception Learning Memory Motives Emotion SITUATIONS Problem recognition Information search Alternative evaluation and selection Outlet selection and purchase Postpurchase processes ORGANIZATIONAL CULTURE NEEDS/DESIRES EXPERIENCES AND ACQUISITIONS Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Reference Group Infrastructure for Personal Computers and Microprocessors 19-2 Personal Computers Microprocessors Reference groups Buyers Business press Trade press Luminaries Dealers Software MFG Peripherals Beta sites Source: Adapted from Regis McKenna, The Regis Touch: The New Marketing Strategies for Uncertain Times, (Menlo Park, Calif.: Addison-Wesley, 1985.

Combining Lead-User and Infrastructure Reference Groups 19-3 Followers Early adopters Lead user Business press Trade press Financial analysts Industry analysts Intermediaries Supportive products Firm Market pull Lead users accelerate diffusion of information through infrastructure Lead users accelerate market adoption Infrastructure reference groups User Source: Roger Best and Reinhard Angelhard, “Strategies for Leveraging a Technology Advantage,” Handbook of Business Strategy, 1988.

Impact of Ad Repetition and Ad Size 19-4 Average number Advertisement of inquiries awareness 1/4 1/3 1/2 2/3 Full Average for single-insertion ads Two or more insertions in the same issue Page size Number of insertions Source: Cahners Advertising Research Report, nos. 250.1 and 120.3.