Understanding Buyers

1
Understanding Buyers

• Module Three

2
Categories of Buyers
Firms Institutions Governments Non-Profit
Organizations
3
Distinguishing Characteristics of Business Markets

• _______________ Demand
• _______________ Demand
• Higher Levels of Demand ________
• Purchasing Professionals
• _____________ Buying Influences
• Close Buyer-Seller Relationships

4
Buying Decision Process
_____________ ofthe Need
______ and _________of Potential Sources
Selection of anOrder Routine
______________ of Desired Characteristics
__________ _______of Proposals
Performance ________ and _____________
_____________ ofDesired Characteristics
________ of Proposals_________ of Suppliers
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Needs Gap An Example from theLife of a College
Senior
I have a job.
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Multi-Attribute Model
Assessment of Product or Supplier Performance (P)
The base score
Assessing the Relative Importance of Each
Characteristic (I)
The weight
7
Multi-Attribute Model an Example
On-line Resume Service
Campus Career Services
8
Employing Buyer Evaluation Procedures to Enhance
Selling Strategies

• _________________________ Being Proposed
• _______ the Buyers _________ about the Proposed
  Offering
• Alter the Buyers Beliefs about the Competitors
  Offering
• _____________________________
• Call Attention to Neglected Attributes

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Complex Mix of Business Buyer Needs
37 Level of Influence On Buyers Satisfaction
Must-Haves
Buyers Level of Satisfaction
63 Level of Influence On Buyers Satisfaction
Delighters
10
Characteristics of theThree Types of Buying
Decisions
Straight Rebuy
Modified Rebuy
New Task
11
Communication Styles Matrix
Amiable
Expressive
Analytical
Driver
12
Types of Purchasing Decisions

• _______________ Buying Situation
• Routinized Response Behavior
• _______________ Buying Situation
• Limited Problem Solving
• _______________ Buying Situation
• Extensive Problem Solving

13
Buying Center Members

• __________
• __________
• __________
• __________
• __________
• __________

The roles in the buying center work together to
affects the outcome of the purchase decision.
14
Current Developments in Purchasing
Increasing Use of Information Technology
Relationship Emphasis on __________ and
___________
Supply Chain Management
__________
Increased Importance of Knowledge and Creativity