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

4-*Copyright ©The McGraw-Hill Companies, Inc. Permission required for reproduction or display4-*Chương 4 Hành vi khách hàng tổ chứcMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved4-*KHÁCH HÀNG TỔ CHỨC MUA THẾ NÀO?CÁC LÝ THUYẾT CÓ LIÊN QUANBUYING DETERMINATES THEORYSUY NGHĨ, ĐÁNH GIÁ: CÁC YẾU TỐ NÀO Ảnh hưởng đến quyết định muaROLE THEORY – lý thuyết vai tròAi đóng vai trò gì trong qui trình muaBEHAVIOR 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 reserved4-*BUYING DETERMINANTS THEORYYếu tố cá nhânYếu tố tổ chứcYếu tố thị trườngYếu tố môi trườngExhibit 4-1McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved4-*Lý thuyết vai trò CÁ NHÂNThư kýPhó chủ tịchTrưởng phòngThư ký và trưởng phòngOffice ManagerGiám đốc sản xuất, VAI TRÒInitiator-reports that fax keeps breaking down – Người khởi đầuController-sets budget for purchase of new fax – Kiểm soátGatekeeper-gathers review from vendors. – Gác cửaInfluencers-view demonstrations narrow choices – Người ảnh hưởngRecommender-recommends a particular product to decision maker – Người đề xuấtDecision Maker – Selects fax to purchase – Người quyết địnhMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved4-*CÁC YẾU TỐ TRONG QUÁ TRÌNH MUATIME DIMENSIONS – YẾU TỐ THỜI GIANTIME IS HIGHLY FRAGMENTED: Many participants for short time participationTIME IS NOT FRAGMENTED: Same people stay through entire processVERTICAL DIMENSIONS – HÀNG DỌCHow many layers of management are involved in decision-makingHORIZONTAL DIMENSIONS – HÀNG NGANGHow many departments are involved in decision-makingFORMALIZATION DIMENSION – CÁC QUI TRÌNH CHÍNH THỨCPurchasing tasks and roles are guided and enforced by written procedures and policiesMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved4-*TIME FRAGMENTATION INFLUENCES SELLER’S MARKETING EFFORTSINVOLVEMENT INFLUENCENUMBER OF DECISION MAKERSHIGHLYMANY FEWMINIMALLYFRAGMENTEDA LITTLE A LOTFRAGMENTEDDECISION CYCLE TIME INFLUENCESIZE OF BUYING CENTERLONGER LARGE SMALL SHORTERDECISION CYCLE A LITTLE A LOT DECISION CYCLE EXPERIENCE OF DECISION MAKERSTIME SPENT ON DECISION STAGESSales objective is to move to the right on the continuumMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved4-*RECOGNIZING THEBUYER’S DILEMMA: RISKTHERE ARE THREE KINDS OF RISK TO OVERCOMEFINANCIAL RISK POTENTIAL FOR LOST REVENUE WITH FAULTY PRODUCTPERFORMANCE RISKPRODUCT WON’T PERFORM AS INTENDEDSOCIAL RISKTHE PURCHASE WILL NOT MEET APPROVAL OF A REFERENCE GROUPMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved4-*OVERCOMING RISKTHREE OPTIONS BUYERS USE TO REDUCE RISKGATHER MORE INFORMATION FROM MORE SOURCESUSING LOYALTY TO PRESENT SUPPLIERS—BUILD TRUSTSPREAD THE RISK BY USING MORE DECISION MAKERS OR GETTING MORE SUPPLIERSMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved4-*USING INFORMATION TO REDUCE RISKSOURCES OF INFORMATIONImpersonalPersonalTrade publicationsWord of mouth from colleagues, consultants, and coworkersNoncommercialSales literatureAdvertisingWebsitesDirect mailPersonal sellingTrade showsTelemarketingE-mailCommercialEXHIBIT 4-54-*BEHAVIOR CHOICE MODELIDENTIFY SITUATION Company and self-orientationEVALUATE PERSONAL RELEVANCE Determine RewardsASSESS ACTION ALTERNATIVES AN REQUREMENTSCHOOSE A BEHAVIOR STRATEGY Defensive or OffensiveEXHIBIT 4-6McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved4-*BUYING DETERMINANTS THEORY MỞ RỘNGMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reservedOrganizational FactorsExtrinsic reward systemsRole expectationsCorporate culture andintrinsic rewardsCross-functionalpurchasing teamsPolicies supportingvertical and horizontaldimensionsIndividual factorsExperience: new buy straight rebuyChoice of reward-Role orientationValence of rewardProbability perceptionsEnvironmental factorsMarket factorsOrganizational FactorsIndividual factors