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Harris
4. 5. 6.
Construct model of both consumer and business buyer behavior Identify the major factors that influence consumer buyer behavior List and understand the major types of buying decision behavior and the stages in the consumer buyer decision process Identify the major factors that influence business buyer behavior List and define the steps in the business buying-decision process Explain how business markets differ from consumer markets
Buyer Responses Product choice Brand choice Dealer choice Purchase timing Purchase amount
Stimuli
Marketing stimuli consists of the 4 Ps
Product
Price
Place Promotion
Political forces
Cultural forces
Feedback
Subculture are groups of people within a culture with shared value systems based on common life experiences and situations E.g. Gamers
Roles
Initiators Influencers Deciders Buyers User
others)
Motivation
Cognitive needs
Esteem needs Social needs Safety needs Physiological needs
Selective attention is the tendency for people to screen out most of the information to which they are exposed Selective distortion is the tendency for people to interpret information in a way that will support what they already believe Selective retention is the tendency to remember good points made about a brand they favor and to forget good points about competing brands
Low Differentiation
Need recognition
Information Search
Evaluation of alternatives
Purchase decision
Feedback
Internal stimuli
External stimuli
Feedback
Evaluation of alternatives
Purchase Intention
Purchase Decision
Buyer Responses Product choice Brand choice Dealer choice Purchase timing Purchase amount
Buyer Responses Product choice Brand choice Dealer choice Purchase timing Purchase amount
Buyer Responses Product choice Brand choice Dealer choice Purchase timing Purchase amount
Other Stimuli:
Product or service choice Supplier choice Order quantities Delivery Service Payment terms
Proposal Solicitation
Supplier Selection
Order-Routine Specification
Performance Review
Technology
Culture
Politics Competition
Objectives Policies
Procedures
Structure Systems
Motives
Personality Buying style
Problem recognition
Product Specification
Supplier Search
Proposal Solicitation
Supplier Selection
Order-Routine Specification
Performance Review
Internal stimuli
2. General need description describes the characteristics and quantity of the needed item
Proposal Solicitation
Supplier Selection
Order-Routine Specification
Performance Review
Nature of relationship
Geographic concentration Number of decision makers Length of decision time
Transactional(?)/Tactical
Low Small Short and simple*
Dependent/Strategic
High* Large Long and complex
Size of purchase
Nature of Demand
Small quantities
Fluctuating
Limited
Potentially critical
Standard range of products Customised packages Complex and long* Informal Advertising Simple and short* Formal/rational? Personal selling
Limited
Large
Reading
Kotler, P., Armstrong, G., Harris, L. C., Piercy, N. F. (2012) Principles of Marketing, SIXTH European Edition, PrenticeHall. Chapters 5 and 6.