《市场营销专业英语教程》（第15版）课件2019营销英语chapter04

《市场营销专业英语教程》(第15版)（专门用途英语系列教材）Chapter4Business,GovernmentandInstitutionalBuying2Contents:CategoriesofOrganizationalBuyersTheOrganizationalBuyingProcessPurchase-TypeInfluencesonOrganizationalBuyingStructuralInfluencesonOrganizationalBuyingBehavioralInfluencesonOrganizationalBuyingStagesintheOrganizationalBuyingProcess3Pre-readingquestions:Doyouknowanyexamplesofgovernmentbuying?Whatarethedifferencesbetweenconsumers’buyingandorganizations’buying?Shareyourknowledgeofcyberpurchasingbybusinesseswithyourclassmates.4Lead-inFinalconsumersarenottheonlypurchasersofproductsandservices.Businesses,governmentagencies,andotherinstitutionsalsobuyproductsandservices.Theseorganizationsaremajorcustomersformanymarketers.Inthischapterwediscussthenatureoftheseorganizationsandofferageneralmodelofthebuyingprocessforthem.Thechapterbeginsbydiscussingfourcategoriesoforganizationalbuyersandthenpresentsanoverviewoftheorganizationalbuyingprocess.5

Organizationalbuyerscanbeclassifiedintofourcategories:producersintermediariesgovernmentagenciesotherinstitutionsCategoriesofOrganizationalBuyers6

producers:ermediaries：purchaseproductstoresellataprofitgovernmentagencies

Marketingtogovernmentagenciescanbecomplexsincetheyoftenhavestrictpurchasingpoliciesandregulations.otherinstitutions：nonprofitorganizationsthatpurchaseproductsandservicestomaintaintheiroperationsandservetheirclientele.

CategoriesofOrganizationalBuyers7TheOrganizationalBuyingProcess8Threetypesoforganizationalpurchasebasedontheirdegreeofcomplexity：

StraightRebuyModifiedRebuyNewTaskPurchasePurchase-TypeInfluencesonOrganizationalBuying9

StraightRebuy

Thesimplestandmostcommontype

routinelyreorderingfromthesamesupplieraproductthathasbeenpurchasedinthepast.

Suchbuyersregularlyplacetheirorderswithasupplierwhosequalityandtimely­deliverycanbecountedon.

themarketerneedstomaintainhigh-­qualityproductsandreliableservicesothatthecustomerswillcontinuetobesatisfiedwiththeirpurchases.Purchase-TypeInfluencesonOrganizationalBuying10

ModifiedRebuy

Organizationalbuyersfollowthisapproachratherthanastraightrebuywhenaroutinepurchasechangesinsomeway.They

considerthenewinformationanddecideswhatchangestomake.

Ifthechangeprovessatisfactoryandtheproductisoneneededroutinely,thebuyermaythenmakeitastraightrebuy.

Marketersseektowinnew­organizationalcustomersbygivingthemreasonstochangefromastraightrebuytoamodifiedrebuy.Purchase-TypeInfluencesonOrganizationalBuying11

NewTaskPurchase

Organizationspurchasesomeproductsonlyoccasionally,especiallyinthecaseoflarge­investmentssuchasmachinery,equipment,andrealestate.

Anewtaskpurchaseistimeconsumingandinvolvesarelativelylargenumberofdecisionmakers,whomayconsidermanyalternatives.

Anewtaskpurchaseisanopportunityforthemarketertolearnabouttheneedsoftheorganizationsinitstargetmarketandtodiscusswaystomeetorganizationalneeds.Purchase-TypeInfluencesonOrganizationalBuying12

Thetermstructuralinfluencesreferstothedesignoftheorganizationalenvironmentandhowitaffectsthepurchasingprocess.

3types:

PurchasingRoles

Organization-SpecificFactors

PurchasingPoliciesandProceduresStructuralInfluencesonOrganizationalBuying13

PurchasingRoles1. Initiators,whostartthepurchasingprocessbyrecognizinganeedorprobleminthe­organization.2. Users,whoarethepeopleintheorganizationwhoactuallyusetheproduct.3. Influencers,whoaffectthebuyingdecision,usuallybyhelpingdefinethespecificationsforwhatisbought.StructuralInfluencesonOrganizationalBuying14

PurchasingRoles4. Buyers,whohavetheformalauthorityandresponsibilitytoselectthesupplierand­negotiatethetermsofthecontract.5. Deciders,whohavetheformalorinformalpowertoselectorapprovethesupplierthatreceivesthecontract.6. Gatekeepers,whocontroltheflowofinformationinthebuyingcenter.StructuralInfluencesonOrganizationalBuying15

Organization-SpecificFactors

orientatione.g.iftheorganizationistechnologyoriented,itislikelytobedominatedbyengineeringpersonnel

sizee.g.iftheorganizationislarge,itwilllikelyhaveahighdegreeofjointdecisionmaking

degreeofcentralization

e.g.Organizationsthatarehighlycentralizedarelesslikelytohavejointdecisionmaking.StructuralInfluencesonOrganizationalBuying16

PurchasingPoliciesandProcedures

Organizationstypicallydevelopanumberofpoliciesandproceduresforvarioustypesofpurchases.Acurrenttrendinmanyorganizationsissolesourcing,inwhichallofaparticulartypeofproductispurchasedfromasinglesupplier.Inmanycases,organizationswilldevelopalistofapprovedvendorsfromwhichbuyershaveauthorizationtopurchaseparticularproducts.StructuralInfluencesonOrganizationalBuying17Organizationalbuyersareinfluencedbyavarietyofpsychologicalandsocialfactors.

personalmotivationsroleperceptionsBehavioralInfluencesonOrganizationalBuying18

PersonalMotivations

organizationalbuyersoftenareinfluencedbysuchpersonalfactorsasfriendship,professionalpride,fearanduncertainty(risk),trust,andpersonalambitionsintheirbuyingactivities.

Marketersshouldunderstandtherelativestrengthofpersonalgainversusrisk-reducingmotivesandemphasizethemoreimportantmotiveswhendealingwithbuyers.BehavioralInfluencesonOrganizationalBuying19RolePerceptions

organizationalbuyers’ownperceptionoftheirrole.Differentbuyerswillhavedifferentdegreesofcommitmenttotheirbuyingrole,whichwillcausevariationsinrolebehaviorfromonebuyertothenext.Marketersshouldbeawarethatsuchperceptualdifferencesmayexistandtodeterminetheamountofcontrolandresponsibilityoverpurchasingdecisionsheldbyeachpurchasedecisioninfluencerinthefirm.BehavioralInfluencesonOrganizationalBuying20

Theorganizationalbuyingprocesscanbeanalyzedasaseriesoffourstages:needidentificationvendoranalysispurchaseactivitiespostpurchaseevaluationStagesintheOrganizationalBuyingProcess21NeedIdentification

Recognizingtheseneeds,andawillingnessandabilitytomeetthem,oftenresultsinorganizationalpurchases.VendorAnalysisAvendoranalysisistheprocessbywhichbuyersrateeachpotentialsupplieronvariousperformancemeasuressuchasproductquality,on-timedelivery,price,paymentterms,anduseofmoderntechnology.

StagesintheOrganizationalBuyingProcess22PurchaseActivities

Straightrebuysmayinvolveaquickordertoanapprovedvendor.However,othertypesoforganizationalpurchasescaninvolvelongtimeperiodsofextensivenegotiationsonpriceandtermsandformalcontractsstatingquality,delivery,andservicecriteria.PostpurchaseEvaluation

Organizationalbuyersmustevaluateboththevendorsandtheproductstheypurchasetodeterminewhethertheproductsareacceptableforfuturepurchasesorwhetherothersourcesofsupplyshouldbefound.StagesintheOrganizationalBuyingProcess23

Organizationalbuyersincludeindividualsinvolvedinpurchasingproductsandservicesforbusinesses,governmentagencies,andotherinstitutionsandagencies.Theorganizationalbuyingprocessisinfluencedbywhetherthepurchaseisastraightrebuy,modifiedrebuy,ornewtaskpurchase.Itisalsoinfluencedbypeopleinvariouspurchasingroles,theorientation,size,anddegree