Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:

Objectives
 How

Business & Consumer Markets Differ
 Organizational Buying Situations
 Participants in the Business Buying
Process
 Major Influences on Organizational Buyers
 Business Buyer Decision Making
 Institutional & Government Buying
©2000 Prentice Hall

Business vs. Consumer
Markets
 Fewer

buyers
 Larger buyers
 Close supplier-customer relationship
 Geographically concentrated
 Derived demand

 Inelastic demand
 Fluctuating demand
©2000 Prentice Hall

Business vs. Consumer
Markets
 Professional

purchasing
 Several buying influences
 Multiple sales calls
 Direct purchasing
 Reciprocity – imbal balik
 Leasing

©2000 Prentice Hall

Involved Decision Making

New

New Task
Task Buying
Buying

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Custom furniture
Installed components
Buildings
Weapon systems

Modified
Modified Rebuy
Rebuy

Utilities
Office Supplies
Bulk chemicals

New vehicles

Elec. Equip
Consultants
Computer equip.

Straight
Straight Rebuy
Rebuy

Participants in the Business
Buying Process
Users
Initiators

Influencers
Gatekeepers

Buyers

Deciders
Approvers

©2000 Prentice Hall

Major Influences on
Industrial Buying Behavior
Environmental
•Level of
demand
•Economic
outlook
•Interest rate
•Rate of technological change
•Political and
regulatory
developments
•Competitive
developments
•Social responsibility concerns
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Organizational
Interpersonal
•Objectives
•Policies
•Procedures

•Interests
•Authority
•Status

•Organizational
•Empathy
structures
•Persuasive•Systems
ness

Individual

•Age
•Income

Business
•Education
Buyer
•Job position
•Personality
•Risk attitudes
•Culture

Organizational Factors

PurchasingDepartment
Upgrading

Internet
Purchasing

©2000 Prentice Hall

CrossFunctional
Roles

Centralized
Purchasing

Decentralized
Purchasing
of Small
Ticket Items

Long-Term
Contracts

PurchasingPerformance
Evaluation &
Pro. Buyers

Lean
Production

Need

Recognition

Info
Search/
Eval
Purchase
Post
Purchase
©2000 Prentice Hall

Problem
Problem Recognition
Recognition
General
General Need
Need Description
Description
Product
Product Specification
Specification

Supplier
Supplier Search
Search
Proposal
Proposal Solicitation
Solicitation
Supplier
Supplier Selection
Selection
Order
Order Routine
Routine Specification
Specification
Performance
Performance Review
Review

Institutional
Institutional Markets
Markets

Low
Low Budgets
Budgets

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Captive
Captive Patrons
Patrons

Government
Government Markets
Markets
Domestic
Domestic Suppliers
Suppliers

Public
Public Review
Review

Cost
Cost Minimization
Minimization
Paperwork
Paperwork

©2000 Prentice Hall

Open
Open Bids
Bids

Review
 How

Business & Consumer Markets Differ
 Organizational Buying Situations
 Participants in the Business Buying
Process
 Major Influences on Organizational Buyers
 Business Buyer Decision Making
 Institutional & Government Buying
©2000 Prentice Hall