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Analyzing Business
Markets
Chapter Questions
Straight Rebuy
Modified Rebuy
New Task
Buying Situation
Initiators Approvers
Users Buyers
Influencers(Tec Gatekeepers
h per)
Deciders
The Buying Center
The buying center consists of all those
individuals and groups who participate in the
purchasing decision-making process, who
share some common goals and the risks
arising from the decisions.
The buying center includes all members of the
organization who play any of the following
seven roles in the purchase decision process.
These roles are listed in the slide.
The Buying Center
Initiators are users or others in the
organization who request that something be
purchased.
Users are those who will use the product or
service. In many cases, the users initiate the
buying proposal and help define the product
requirements.
Influencers are people who influence the
buying decision, often by helping define
specifications and providing information for
evaluating alternatives.
The Buying Center
Deciders are people who decide on product
requirements or on suppliers.
Approvers are people who authorize the proposed
actions of deciders or buyers.
Buyers are people who have formal authority to
select the supplier and arrange the purchase terms.
Buyers may help shape product specifications, but
they play their major role in selecting vendors and
negotiating.
Gatekeepers are people who have the power to
prevent sellers or information from reaching members
of the buying center.
Of Concern to Marketers
Who are the major decision
participants?
What decisions do they influence?
What is their level of influence?
What evaluation criteria do they use?
Stages in the Buying Process: Buyphases
1. Problem recognition
2. General need description
3. Product specification
4. Supplier search
5. Proposal solicitation
6. Supplier selection
7. Order-routine specification
8. Performance review
Table 6.1 Buygrid Framework
Forms of Electronic Marketplaces
Catalog sites (e Catalog or e procurement
software)
Vertical markets or e hubs (Ex: Plastic.com)
Pure play auction sites (Ex: eBay)
Spot markets (Exchange Markets)
Ex: ChemConnect.com for bulk chemicals
Private exchanges (Ex: IBM, Wall Mart)
Barter markets
Buying alliances
Stages in the Buying Process: Buyphases
1. Problem recognition
Internal Stimuli
External Stimuli
4. Supplier search
Trade Directories, Contact with other
companies, Trade advertisements, and trade
shows
Internet
Forms of Electronic Marketplace (refer slide17)
5. Proposal solicitation
The buyer invite qualified supplier to submit
proposals
Detailed written proposal from each supplier
After evaluating suppliers, buyer invite them to
make formal presentations
Stages in the Buying Process: Buyphases
6. Supplier selection
7. Order-routine specification
Negotiate the final order
Listing of all technical specifications, the
quantity demanded, the expected time of
delivery, return policies, warranties, etc…
In case of repair and maintenance , buyers are
moving towards Blanket Contract.
A Blanket contract establishes a long term
relationship in which the supplier promises to
resupply the buyer as needed, as agreed upon
prices, over a specified period of time.
Stages in the Buying Process: Buyphases
7. Order-routine specification
Because the stock is held by seller, blanket
contract are sometimes called Stockless
Purchase Plans.
Companies allow their supplier to share their
inventory records. Ex: Wall Mart and P&G
This is called Vendor Managed Inventory.
“OTIFNE” is a term summarizes three desirable
outcomes of a B-to-B transaction:
OT – deliver on time
IF – in full
NE – no error
Stages in the Buying Process: Buyphases
8. Performance review
Periodically reviews the performance of supplier
Three methods
1. The Buyer may contact to end-user
2. The buyer may rate the supplier on various criteria
using weighted score method
3. The buyer may aggregate the cost of poor
performance to come
The performance review may lead to continue,
modify, or end a supplier relationship.
Methods for Researching
Customer Value
Internal Conjoint analysis
engineering Benchmarks
assessment Compositional
Field value-in-use approach
assessment Importance
Focus-group value ratings
assessment
Direct survey
questions
Categories of Buyer-Seller Relationships