Presentation is loading. Please wait.

Presentation is loading. Please wait.

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall CHAPTER 8 The Buying Process and Buyer Behavior.

Similar presentations


Presentation on theme: "Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall CHAPTER 8 The Buying Process and Buyer Behavior."— Presentation transcript:

1 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall CHAPTER 8 The Buying Process and Buyer Behavior

2 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-2 Learning Objectives Discuss the meaning of a customer strategy Explain the difference between consumer and organizational buyers Understand the importance of alignment between the selling process and the customers buying process 8-2

3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-3 Learning Objectives Understand the buying process of the transactional, consultative, and strategic alliance buyer Discuss the various influences that shape customer buying decisions 8-3

4 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-4 Customer Strategy Defined A customer strategy is a carefully conceived plan that results in maximum customer responsiveness. One major dimension of this strategy is to achieve a better understanding of the customers buying needs and motives. 8-4

5 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-5 Strategic/Consultative Selling Model 8-5 FIGURE 8.1

6 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-6 Complex Nature of Customer Behavior Individual customers perceive the product in their own terms The customer is a person, not a statistic Companies that fully accept this basic truth are likely to adopt a one-to-one marketing strategy 8-6

7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-7 Consumer versus Organizational Buyers Consumer buyer behavior refers to the buying behavior of individuals and households who buy goods and services for personal consumption Business (organizational) buyer behavior refers to the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others 8-7

8 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-8 Differences Between Consumer and Organizational Buyers 8-8 FIGURE 8.2

9 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-9 Types of Organizational Buying Situations New-task buy Salespeople rely on consultative selling skills Straight rebuy Salespeople constantly monitor satisfaction Modified rebuy Salespeople can provide service and anticipate changes Systems selling 8-9

10 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-10 Types of Consumer Buying Situations Habitual buying situations Variety-seeking buying situations Complex buying situations 8-10

11 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-11Mitchells/Richards 8-11 Salespeople at Mitchells/Richards work hard to discover the customers needs and provide outstanding service after the sale. See the Hug Your Customers Website See Mitchells Website

12 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-12 Achieving Alignment The buying process is a systematic series of actions, or a series of defined, repeatable steps, intended to achieve a result Salespeople need to be clear on how decisions are being made Acquire specific information rather than making generalizations about the buyers decision-making process 8-12

13 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-13 Steps in the Buying Process 8-13 FIGURE 8.3

14 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-14 Steps in the Buying Process Need awareness Salespeople can create value by determining problems and identifying solutions Evaluation of solutions Salespeople can create value by providing useful information Resolution of problems

15 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-15 Steps in the Buying Process Purchase Salespeople create value by arranging financing or supervising delivery and installation Implementation Value creation involves timely delivery, superior installation, accurate invoicing, or follow-up contacts by the salesperson 8-15

16 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-16 Understanding Buying Processes Transactional process buyers Salespeople can eliminate any unnecessary costs or delays Consultative process buyers Salespeople focus attention on needs awareness and help customer evaluate solutions Strategic alliance process buyers Companies team up to gain mutual competitive advantage 8-16

17 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-17 Buyer Resolution Theory 8-17

18 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-18 Customer Strategy Model 8-18 FIGURE 8.5

19 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-19 Basic NeedsMaslow Physiological: food, shelter Security: free from danger Social: identification with social groups, friendship Esteem: desire to feel worthy in eyes of others Self-actualization: need for mastery, self-fulfillment 8-19 FIGURE 8.6

20 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-20 Group Influences 8-20 FIGURE 8.7

21 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-21 Group Influences Role: expectations associated with position Reference groups: categories of people you see yourself belonging to Social class: group with similar values, interests, lifestyles Culture: influences of group with common language, environment, also subcultures 8-21

22 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-22 Buying Motives A buying motive is an aroused need, drive, or desire that stimulates behavior to satisfy the aroused need Its helpful to discover the dominant buying motive or DBM Four basic motive typesemotional, rational, patronage, and product 8-22

23 Emotional and Rational Motives Emotional Acts due to passion or sentiment Emotional appeals common If two products are identical, the salesperson who connects has the advantage Rational Acts on reason or judgment Relatively free of emotion Salespeople gather, interpret, and disseminate customer-specific information 8-23 Copyright © 2010 Pearson Eduation, Inc. Publishing as Prentice Hall

24 Patronage and Product Motives Patronage Buy from a particular firm Past experience positive Relevant elements: superior service, product selection, competent sales staff Product Buyer believes one product is superior to others Preferences for: specific brands, quality, price, design/engineering 8-24 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

25 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-25 Rational Buying Motives 8-25 See the Website

26 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-26 Selling NASCAR in Manhattan 8-26 See the Website

27 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-27 Creating Value Throughout the Buying Process Model 8-27 FIGURE 8.8

28 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-28 Key Concept Discussion Questions Discuss the meaning of customer strategy Explain the difference between consumer and business buyers Explain the importance of alignment between the selling process and the customers buying process

29 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-29 Key Concept Discussion Questions Discuss the buying process of the transactional, consultative, and strategic alliance buyer Discuss the various influencers that shape customer buying decisions

30 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-30 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall


Download ppt "Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall CHAPTER 8 The Buying Process and Buyer Behavior."

Similar presentations


Ads by Google