Bài giảng Business Marketing - Chương 4: Hành vi khách hàng tổ chức

Nội dung text: Bài giảng Business Marketing - Chương 4: Hành vi khách hàng tổ chức

1. Copyright ©The McGraw-Hill Companies, Inc. Permission required for reproduction or display 4-1
2. Chương 4 Hành vi khách hàng tổ chức McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 4-2
3. KHÁCH HÀNG TỔ CHỨC MUA THẾ NÀO? CÁC LÝ THUYẾT CÓ LIÊN QUAN • BUYING DETERMINATES THEORY - SUY NGHĨ, ĐÁNH GIÁ: CÁC YẾU TỐ NÀO Ảnh hưởng đến quyết định mua • ROLE THEORY – lý thuyết vai trò - Ai đóng vai trò gì trong qui trình mua • BEHAVIOR CHOICE THEORY – lý thuyết hành vi lựa chọn - Khi mua khách hàng sử dụng qui trình, thủ tục nào? McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 4-3
4. BUYING DETERMINANTS THEORY Yếu tố môi trường Yếu tố thị trường Yếu tố tổ chức Yếu tố cá nhân McGraw-Hill/Irwin Exhibit 4-1 Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 4-4
5. Lý thuyết vai trò CÁ NHÂN VAI TRÒ •Thư ký •Initiator-reports that fax keeps breaking down – Người khởi đầu •Phó chủ tịch •Controller-sets budget for purchase of new fax – Kiểm soát •Trưởng phòng •Gatekeeper-gathers review from vendors. – Gác cửa •Thư ký và trưởng phòng •Influencers-view demonstrations narrow choices – Người ảnh hưởng •Office Manager •Recommender-recommends a particular product to decision •Giám đốc sản xuất, maker – Người đề xuất •Decision Maker – Selects fax to McGraw-Hill/Irwin purchase – Người quyết định Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 4-5
6. CÁC YẾU TỐ TRONG QUÁ TRÌNH MUA • TIME DIMENSIONS – YẾU TỐ THỜI GIAN • TIME IS HIGHLY FRAGMENTED: Many participants for short time participation • TIME IS NOT FRAGMENTED: Same people stay through entire process • VERTICAL DIMENSIONS – HÀNG DỌC • How many layers of management are involved in decision-making • HORIZONTAL DIMENSIONS – HÀNG NGANG • How many departments are involved in decision-making • FORMALIZATION DIMENSION – CÁC QUI TRÌNH CHÍNH THỨC • Purchasing tasks and roles are guided and enforced by written procedures and policies McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 4-6
7. TIME FRAGMENTATION INFLUENCES SELLER’S MARKETING EFFORTS INVOLVEMENT INFLUENCE NUMBER OF DECISION MAKERS HIGHLY MANY FEW MINIMALLY FRAGMENTED A LITTLE A LOT FRAGMENTED TIME SPENT ON DECISION STAGES DECISION CYCLE TIME INFLUENCE SIZE OF BUYING CENTER LONGER LARGE SMALL SHORTER DECISION CYCLE A LITTLE A LOT DECISION CYCLE EXPERIENCE OF DECISION MAKERS Sales objective is to move to the right on the continuum McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 4-7
8. 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 McGraw-Hill/Irwin 4-8 Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved
9. 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 4-9
10. USING INFORMATION TO REDUCE RISK SOURCES OF INFORMATION Personal selling Sales literature Trade shows Advertising Commercial Telemarketing Websites E-mail Direct mail Word of mouth from colleagues, Noncommercial Trade publications consultants, and coworkers Personal Impersonal EXHIBIT 4-5 4-10
11. BEHAVIOR CHOICE MODEL 1. IDENTIFY SITUATION Company and self-orientation 2. EVALUATE PERSONAL RELEVANCE Determine Rewards 3. ASSESS ACTION ALTERNATIVES AN REQUREMENTS 4. CHOOSE A BEHAVIOR STRATEGY Defensive or Offensive EXHIBIT 4-6 McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 4-11
12. BUYING DETERMINANTS THEORY MỞ RỘNG Environmental factors Market factors Organizational Factors Extrinsic reward systems Policies supporting Role expectations vertical and horizontal Corporate culture and dimensions intrinsic rewards Cross-functional purchasing teams Individual factors Experience: new buy straight rebuy Choice of reward-Role orientation Valence of reward Probability perceptions McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 4-12