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McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved

4­2

Ổ

Ứ

Ế

KHÁCH HÀNG T  CH C MUA TH  NÀO?

Ế CÁC LÝ THUY T CÓ LIÊN QUAN • BUYING DETERMINATES THEORY

­ SUY NGHĨ, ĐÁNH GIÁ:  CÁC Y U T  NÀO  nh

Ế Ố Ả

ế ưở ế ị h

ng đ n quy t đ nh mua • ROLE THEORY – lý thuy t vai trò ế ­ Ai đóng vai trò gì trong qui trình mua

ế

• BEHAVIOR CHOICE THEORY – lý thuy t hành

ọ

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ủ ụ

vi l a ch n  ­ Khi mua khách hàng s  d ng qui trình, th  t c nào? ử ụ

McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved

4­3

BUYING DETERMINANTS THEORY

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Exhibit 4­1 McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved

4­4

CÁ NHÂN

ế Lý thuy t vai trò VAI TRÒ

•Th  kýư

•Initiator­reports that fax    keeps breaking down – Ng đ uầ

•Phó ch  t chủ ị

ườ ở i kh i

•Controller­sets budget for ể    purchase of new fax – Ki m soát

•Tr

ưở ng phòng

•Gatekeeper­gathers review    from vendors. – Gác c aử

•Th  ký và tr

•Office Manager

ư ưở ng phòng

•Influencers­view demonstrations i  nh h    narrow choices – Ng

McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved

ườ ả ưở ng

•Giám đ c s n xu t, ấ ố ả

4­5

•Recommender­recommends a    particular product to decision    maker – Ng

•Decision Maker – Selects fax to

ườ ề ấ i đ  xu t

ườ ế ị purchase – Ng i quy t đ nh

Ế Ố

CÁC Y U T  TRONG QUÁ TRÌNH MUA

Ế Ố Ờ

• TIME DIMENSIONS – Y U T  TH I GIAN

• TIME IS HIGHLY FRAGMENTED:  Many participants for short

• TIME IS NOT FRAGMENTED:  Same people stay through entire

time participation

process

• VERTICAL DIMENSIONS – HÀNG D CỌ

• How many layers of management are involved in decision­making

• HORIZONTAL DIMENSIONS – HÀNG NGANG • How many departments are involved in decision­making

McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved

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• FORMALIZATION DIMENSION – CÁC QUI TRÌNH

CHÍNH TH CỨ • Purchasing tasks and roles are guided and enforced by written

procedures and policies

TIME FRAGMENTATION INFLUENCES  SELLER’S MARKETING EFFORTS

INVOLVEMENT INFLUENCE

NUMBER OF DECISION MAKERS

HIGHLY FRAGMENTED

MANY                                             FEW MINIMALLY A LITTLE                                      A LOT FRAGMENTED

TIME SPENT ON DECISION STAGES TIME SPENT ON DECISION STAGES

DECISION CYCLE TIME INFLUENCE

SIZE OF BUYING CENTER

LARGE                                        SMALL    SHORTER

LONGER DECISION CYCLE   A LITTLE                                     A LOT    DECISION CYCLE

EXPERIENCE OF DECISION MAKERS EXPERIENCE OF DECISION MAKERS

McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved

4­7

Sales objective is to move to the right on the continuum

RECOGNIZING THE BUYER’S DILEMMA:  RISK

THERE ARE THREE KINDS OF RISK TO OVERCOME • FINANCIAL RISK

•  POTENTIAL FOR LOST REVENUE WITH

FAULTY PRODUCT

• PERFORMANCE RISK

• PRODUCT WON’T PERFORM AS INTENDED

• SOCIAL RISK

• THE PURCHASE WILL NOT MEET APPROVAL OF A

REFERENCE GROUP

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McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved

OVERCOMING RISK

• THREE OPTIONS BUYERS USE TO REDUCE

RISK

• GATHER MORE INFORMATION FROM

MORE SOURCES

• USING LOYALTY TO PRESENT SUPPLIERS—

BUILD TRUST

• SPREAD THE RISK BY USING MORE

DECISION MAKERS OR GETTING MORE  SUPPLIERS

McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved

4­9

USING INFORMATION TO REDUCE RISK SOURCES OF INFORMATION

Commercial

Sales literature Sales literature Advertising Advertising Websites Websites Direct mail Direct mail Personal selling Personal selling Trade shows Trade shows Telemarketing Telemarketing E­mail E­mail

Noncommercial Trade publications

Personal

Impersonal

EXHIBIT 4­5

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Word of mouth from  colleagues,  consultants, and  coworkers Word of mouth from  colleagues,  consultants, and  coworkers

BEHAVIOR CHOICE MODEL

1. IDENTIFY SITUATION

Company and self­orientation

2. EVALUATE PERSONAL RELEVANCE

Determine Rewards

3. ASSESS ACTION ALTERNATIVES AN

REQUREMENTS

4. CHOOSE A BEHAVIOR STRATEGY

Defensive or Offensive

EXHIBIT 4­6

McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved

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Ở Ộ

BUYING DETERMINANTS THEORY M  R NG

Environmental factors

Organizational Factors Organizational Factors

Market factors

Policies supporting vertical and horizontal dimensions

Extrinsic reward systems Role expectations Corporate culture and intrinsic rewards Cross­functional purchasing teams

Individual factors Individual factors

McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved

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Experience:  new buy straight           rebuy Choice of reward­Role orientation Valence of reward Probability perceptions