Podcast
Questions and Answers
What is the primary role of a buyer in the procurement process?
What is the primary role of a buyer in the procurement process?
- To trace communication to the top
- To use the product in question
- To select and purchase products or services (correct)
- To isolate personal stakeholders
Which strategy is suggested for selling new-buy products?
Which strategy is suggested for selling new-buy products?
- Create a need and involve early in the process (correct)
- Focus solely on existing customers
- Offer the lowest price from the start
- Wait for established contracts
What is an essential clue for identifying powerful buying center members?
What is an essential clue for identifying powerful buying center members?
- Following the least influential information flow
- Choosing members who ask fewer questions
- Identifying the least knowledgeable individuals
- Isolating personal stakeholders with the most to gain or lose (correct)
For established products, what should be the first step in the sales strategy?
For established products, what should be the first step in the sales strategy?
Which of the following roles does not belong to members of a buying center?
Which of the following roles does not belong to members of a buying center?
What should effective salespeople focus on to influence the buying process?
What should effective salespeople focus on to influence the buying process?
Which type of products require salespeople to develop a need early in the process?
Which type of products require salespeople to develop a need early in the process?
Who typically facilitates the exchange in the buying process?
Who typically facilitates the exchange in the buying process?
What is the first step in the buying process that involves recognizing a need?
What is the first step in the buying process that involves recognizing a need?
Who is most likely to influence the recognition of a new need?
Who is most likely to influence the recognition of a new need?
What does the general description of need aim to establish?
What does the general description of need aim to establish?
What determines the structure of the contract during supplier selection?
What determines the structure of the contract during supplier selection?
What is often considered when a buyer is determining product specifications?
What is often considered when a buyer is determining product specifications?
Which of the following steps occurs only when the buying organization lacks adequate information?
Which of the following steps occurs only when the buying organization lacks adequate information?
In established businesses, which type of suppliers are usually considered?
In established businesses, which type of suppliers are usually considered?
What role do professional sellers often seek to play early in the buying process?
What role do professional sellers often seek to play early in the buying process?
How do high interest rates primarily affect different sectors in the economy?
How do high interest rates primarily affect different sectors in the economy?
What competitive advantage do foreign competitors like China and India possess?
What competitive advantage do foreign competitors like China and India possess?
What is a pressing issue that companies face due to technological advancements?
What is a pressing issue that companies face due to technological advancements?
Which company faced challenges due to the emergence of digital streaming options?
Which company faced challenges due to the emergence of digital streaming options?
What shift is observed in the role of purchasing within companies?
What shift is observed in the role of purchasing within companies?
How does the Internet impact competition among companies?
How does the Internet impact competition among companies?
What is a key goal of relationship marketing in purchasing?
What is a key goal of relationship marketing in purchasing?
What change in purchasing strategy is currently emphasized in organizations?
What change in purchasing strategy is currently emphasized in organizations?
What are usage costs associated with?
What are usage costs associated with?
What is a primary goal of value-based strategies in marketing?
What is a primary goal of value-based strategies in marketing?
E-procurement primarily aims to improve what aspect of purchasing?
E-procurement primarily aims to improve what aspect of purchasing?
Which type of items are best suited for reverse auctions?
Which type of items are best suited for reverse auctions?
What is a strategy to manage a reverse auction process?
What is a strategy to manage a reverse auction process?
What effect does e-procurement have on purchasing cycle time?
What effect does e-procurement have on purchasing cycle time?
How does segmenting purchases benefit corporate procurement?
How does segmenting purchases benefit corporate procurement?
What is a primary benefit of using the Internet in e-procurement?
What is a primary benefit of using the Internet in e-procurement?
What is one primary reason buyers remember information about a brand?
What is one primary reason buyers remember information about a brand?
What factor significantly affects the success of salespeople?
What factor significantly affects the success of salespeople?
What are the two components of perceived risk in decision-making?
What are the two components of perceived risk in decision-making?
How does the size of a purchase impact the buying center's influence?
How does the size of a purchase impact the buying center's influence?
What is a common behavior of buyers when facing larger purchases?
What is a common behavior of buyers when facing larger purchases?
What is a characteristic of decentralized purchasing?
What is a characteristic of decentralized purchasing?
Which role in the buying center is responsible for initiating the purchasing process?
Which role in the buying center is responsible for initiating the purchasing process?
What is a primary benefit of developing key account management programs?
What is a primary benefit of developing key account management programs?
Which of the following members of the buying center directly influences the information that decision-makers review?
Which of the following members of the buying center directly influences the information that decision-makers review?
What does centralized purchasing primarily aim to achieve?
What does centralized purchasing primarily aim to achieve?
Who in the buying center makes the final purchasing decision?
Who in the buying center makes the final purchasing decision?
Which of the following is NOT a role within the buying center?
Which of the following is NOT a role within the buying center?
What is a primary focus of decentralized purchasing?
What is a primary focus of decentralized purchasing?
Flashcards
Problem Recognition
Problem Recognition
The first stage in the purchasing process where a problem or need is identified.
Internal Problem Recognition
Internal Problem Recognition
Internal triggers within a company, like a machine breakdown or a need for a new product.
External Problem Recognition
External Problem Recognition
External influences on a purchasing decision, like a salesperson or advertising.
General Description of Need
General Description of Need
The process of determining the specific details of the product or service needed, including features, specifications, and quality.
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Product Specifications
Product Specifications
Describing the product's specific requirements based on the organization's needs.
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New Task Buy
New Task Buy
A purchasing situation where a new item or service is being purchased for the first time.
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Straight Rebuy
Straight Rebuy
A purchasing situation where a previously purchased item or service is reordered without significant changes.
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Modified Rebuy
Modified Rebuy
A purchasing situation where a previously purchased item is modified or adapted.
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Usage Costs
Usage Costs
Expenses associated with using a product throughout its life, including installation, training, labor, repair, replacement, and disposal.
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Value-Based Selling
Value-Based Selling
A selling strategy that focuses on providing customers with a solution that minimizes their total cost of ownership over time.
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Segmenting Purchases
Segmenting Purchases
Grouping purchases based on their complexity and impact on a company's success, to prioritize those with the biggest impact.
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E-Procurement
E-Procurement
Using the internet to find suppliers, communicate with them, and place orders.
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Reverse Auction
Reverse Auction
An online auction where a buyer invites multiple suppliers to compete for providing a good or service.
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Reverse Auction Strategies
Reverse Auction Strategies
Strategies for participating in a reverse auction, including avoiding it, influencing its terms, or refusing to participate.
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Centralized Purchasing
Centralized Purchasing
A companywide approach to purchasing, where a central team manages all purchases, rather than individual departments making decisions.
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Decentralized Purchasing
Decentralized Purchasing
Purchasing decisions are made by individual departments, not centrally managed.
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Technological Influence
Technological Influence
The rapid pace of technology advancement makes today's cutting-edge technology commonplace tomorrow. This constant change forces companies to adapt and stay up-to-date.
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Leveling the Playing Field
Leveling the Playing Field
The Internet has leveled the playing field, allowing businesses from any part of the world to compete in technologically advanced markets.
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Internet's Impact
Internet's Impact
The Internet's impact on business is significant, influencing how companies operate and interact with customers and employees.
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Shifting Importance of Purchasing
Shifting Importance of Purchasing
As manufacturing becomes less central to business operations, purchasing and procurement gain more importance. Companies outsource many activities but rely on procurement professionals to manage sourcing and ensure quality.
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Strategic Priorities in Purchasing
Strategic Priorities in Purchasing
Purchasing goals and priorities are evolving, making the procurement profession more competitive and focused on strategic value.
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Evolving Role of Purchasing
Evolving Role of Purchasing
Instead of just focusing on administrative tasks, purchasing departments are transforming into value-creating functions that support internal stakeholders and give companies a competitive edge.
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Relationship Marketing in Purchasing
Relationship Marketing in Purchasing
Developing strong, long-term relationships with key suppliers is essential for successful purchasing strategies.
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Purchasing Alignment with Strategy
Purchasing Alignment with Strategy
The purchasing function is evolving to become more strategically aligned with overall business goals, impacting the competitive landscape.
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What are the two components of perceived risk?
What are the two components of perceived risk?
Buyers often experience a sense of uncertainty about the outcome of their decisions and worry about the potential negative consequences of a wrong choice.
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How do buyer reactions affect their decisions?
How do buyer reactions affect their decisions?
Every selection a buyer makes triggers a reaction that influences their future actions. Marketers must carefully design and target their communications to match these reactions.
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How does the size of a purchase impact the buying center?
How does the size of a purchase impact the buying center?
The larger the purchase, the greater the involvement of higher-ranking members in the buying center. A thorough external search is conducted to learn from others in similar situations. Suppliers with a proven track record are favored.
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Why are buyers risk-averse?
Why are buyers risk-averse?
Buyers are generally averse to taking risks, especially those that could result in significant losses.
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What is selective exposure?
What is selective exposure?
The process of selectively choosing information that aligns with a buyer's existing beliefs and preferences.
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Buying Center
Buying Center
A group of individuals within a company who influence or make purchasing decisions. They typically have different roles and levels of influence.
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Isolating the Buying Situation
Isolating the Buying Situation
The process of identifying the specific individuals within a buying center who have significant influence on a purchase decision.
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User
User
The role of a buying center member who actually uses the product being considered for purchase.
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Buyer
Buyer
The role of a buying center member who holds formal authority to make the final purchase decision.
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Influencers
Influencers
These individuals have a significant impact on the buying decision, often providing technical expertise or information.
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Follow the Information Flow
Follow the Information Flow
Focus on understanding the purchasing process and identifying the key players who have influence at each stage.
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Isolate the Personal Stakeholders
Isolate the Personal Stakeholders
Focus on understanding the needs and concerns of each buying center member to develop effective selling strategies.
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Identify the Experts
Identify the Experts
Identifying the individuals who possess specialized knowledge about the product or service being considered. They are often the most influential in the decision process.
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What is decentralized purchasing?
What is decentralized purchasing?
Decentralized purchasing gives local branches the authority to buy what they need, allowing them to respond to specific needs and control their own procurements.
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What is a buying center?
What is a buying center?
The buying center comprises individuals within an organization who influence or participate in a purchasing decision. They play distinct roles with varying levels of influence.
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What is the role of an initiator in a buying center?
What is the role of an initiator in a buying center?
The initiator identifies a need or problem, starting the purchasing process. They may be any employee who feels a need is unmet.
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Who are the influencers in a buying center?
Who are the influencers in a buying center?
Influencers within a buying center provide technical information or insights that affect the purchasing decision. They might be experts in a specific area.
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What is the role of a gatekeeper in a buying center?
What is the role of a gatekeeper in a buying center?
Gatekeepers control the flow of information to the buying center, often acting as a filter for salespeople and proposals. They may be responsible for reviewing marketing materials.
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Who is the decider in a buying center?
Who is the decider in a buying center?
The decider is ultimately responsible for making the purchasing decision, even if they don't have the formal authority. They might be the owner, an engineer, or even the buyer.
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What is the role of the purchaser in a buying center?
What is the role of the purchaser in a buying center?
The purchaser is the person who places the official order, usually a purchasing agent or buyer. They handle administrative tasks like processing and receiving the order.
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Who are the users in a buying center?
Who are the users in a buying center?
Users are the individuals who will directly use the purchased product or service, providing feedback and influencing the decision through their experiences. They can be the end users of the product.
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Business Marketing Management - Chapter 2: Organizational Buying Behavior
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This chapter explores organizational buying behavior, examining the factors influencing purchasing decisions in businesses.
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The organizational buying process is multifaceted, involving several stages, from initial recognition of a need up to evaluating the performance of a chosen supplier.
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Inside and outside factors impact organizational buying decisions. These include individual factors, environmental factors, interpersonal factors and organizational factors.
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This chapter covers a model of organizational buying behavior. This features a step-by-step process that includes stages such as Need Recognition, Need Description, Product Specification, Supplier Search, Proposal Solicitation, Supplier Selection, Order Routine Specification and Performance Review.
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Understanding organizational buying behavior enables marketers to make educated decisions about product design, pricing, and promotion.
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Market-driven companies analyze market trends closely with their customers and suppliers. This is paramount to recognizing profitable market segments, locating buying influences, and reaching organizational buyers effectively.
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Buying is recognized as a process rather than an isolated event. It involves critical decision points and changing information requirements.
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The process often starts with identifying an issue or problem.
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The buying process can vary significantly depending on whether it's a new task, straight rebuy, or modified rebuy situation.
- The new task situation requires significant research.
- Straight rebuys are more routine.
- Modified rebuys involve adjustments to existing procedures.
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Understanding those involved in the buying process (buying center members) and their roles is also critical for successful selling.
- Roles within the buying center. Examples include Initiators, Influencers, Gatekeepers, Deciders, Buyers, and Users.
- Various factors may affect purchasing decisions, including economic conditions, shifts in organizational objectives, levels of competition and the type of buying situation.
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The total cost of ownership is a factor procurement managers consider. Factors involved include acquisition costs, possession costs, and usage costs.
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Understanding buyer needs and motivations helps businesses tailor marketing strategies to reach potential clients more effectively.
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Marketing strategies for new-task buyers often center on initiating problem recognition and becoming an early participant in the decision-making process.
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For established accounts, maintaining and building strong relationships is important.
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E-procurement and reverse auctions are two significant technology-driven ways companies purchase.
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