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Organizational Buying Behavior

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Presentation on theme: "Organizational Buying Behavior"— Presentation transcript:

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

2 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.

3 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.

4 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.

5 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 and

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