Marketing B2B chap004[2]
Transcript of Marketing B2B chap004[2]
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McGraw-Hill/Irwin Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
4-1
Organizational Buyer Behavior
ChapterFour
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McGraw-Hill/Irwin Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
4-2
Key Points
• Reward-Measurement Theory• Behavior Choice Theory• Role Theory• Buying Determinates Theory
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McGraw-Hill/Irwin Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
4-3
Reward-Measurement Theory
• M = V * P• Intrinsic rewards• Extrinsic rewards• Valence• Perceived probability• Motivation• Self-efficacy
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4-4
Complex Reward Structure
• Reward Raise Recognition (pat on the
back) by boss Peer’s appreciation Personal satisfaction Nomination for staff
award
• Importance Very important Important
Very important Extremely
important Important
COULD THERE BE OTHER REWARDS?COULD THERE BE OTHER REWARDS?
Complex Structure of Office Manager’s Rewards in Purchasing a Fax
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4-5
Behavior Choice Theory
• Buyers go througha choice decisions• Identify situation
Company, self orientation
• Evaluate personal relevance• Assess action alternatives and
requirements• Choose behavior strategy
Offensive Defensive
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4-6
Role Theory
• People behave within a set of norms or expectations of other due in the role in which they have been placed. Autonomous v buying center (DMU) Initiator Controller Decision maker Influencers - users Gatekeepers
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4-7
Buying Center
• Time fragmentation• Vertical & Horizontal dimensions
Layers of management
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4-8
Buying Center Roles
• Person Secretary
Vice President
Office Manager
Secretary & Office Manager
Office Manager
Vice President of Operations
• Role Initiator – reports that fax keeps
breaking down Controller – sets budget for
purchase of new fax Gatekeeper – gathers and reviews
bids from vendors Influencers – view
demonstrations, narrow choices Recommender – recommends a
particular product to decision maker
Decision Maker – Selects fax to purchase.
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4-9
Dimensons
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4-10Buying Center
• Formalization dimension• Risk
Financial Performance Social
Reduce Information Loyalty - Trust
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4-11Information to reduce risk
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4-12Buying Determinates Theory
• General theory on why buyers buy.• Individual• Selective
Process Exposure Attention Perception Retention
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4-13Buying Determinants Theory
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4-14Expanding the BD Theory