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Understanding Buyers. Learning Objectives. Categorize primary types of buyers. Discuss the distinguishing characteristics of business markets. List the different steps in the business-to-business buying process . Discuss the different types of buyer needs. L. 4. L. L. L. 1. 2. 3.

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learning objectives
Learning Objectives

Categorize primary types of buyers.

Discuss the distinguishing characteristics of business markets.

List the different steps in the business-to-business buying process.

Discuss the different types of buyer needs.

L

4

L

L

L

1

2

3

learning objectives1
Learning Objectives

Describe how buyers evaluate suppliers and alternative sales offerings by using the multi-attribute model of evaluation.

Explain the two-factor model that buyers use to evaluate the performance of sales offerings and develop satisfaction.

Explain the different types of purchasing decisions.

L

L

L

6

5

7

learning objectives2
Learning Objectives

Describe the four communication styles and how salespeople must adapt and flex their own styles to maximize communication.

Explain the concept of buying teams and specify the different member roles.

Identify current developments in purchasing.

L

L

L

8

9

10

categories of buyers
Categories of Buyers

Consumer Markets

Business Markets

Institutions

Governments

Firms

distinguishing characteristics of business markets
Distinguishing Characteristics of Business Markets
  • _______________ Demand
  • ____________ Demand
  • Higher Levels of Demand Fluctuation
  • Purchasing Professionals
  • Multiple Buying Influences
  • Close Buyer-SellerRelationships
buying decision process
Buying Decision Process

Recognition ofthe Need

________________________

Description ofDesired Characteristics

Determination of Desired Characteristics

Search and Qualificationof Potential Sources

_______________________

Acquisition & Analysisof Proposals

Evaluation of Proposals &Selection of Suppliers

_______________________

Performance Feedback and Evaluation

needs gap an example from the life of a college senior

Desired State

____________

Actual State

I do not havea job.

Needs Gap – An Example from theLife of a College Senior

I have a job.

Career Services

Professional Networking

Commitment to Learning

Extra Curricular Activity

the needs gap

Desired State

Needs Gap250 Units Per Day

Actual State

The Needs Gap

Produce 1,250 Units Per Day

Produce 1,000 Units Per Day

types of buyer needs
___________ NeedsTypes of Buyer Needs

I need a copier now because I have a majorproject I need to complete.

I need a copier that sorts and staples.

I need a state-of-the-art copier so I will be recognized as a technology-savvy person.

I need an extended warranty with a copier.

I need comprehensive training on how to use a copier.

Functional Needs

________ Needs

Psychological Needs

___________ Needs

procedures for evaluating suppliers and products
Procedures for EvaluatingSuppliers and Products

Descriptive Rating

RFP: a formdevelopedby firms and distributed to qualifiedpotentialsuppliers that help suppliers develop and submit solution proposals.

employing buyer evaluation procedures to enhance selling strategies
Employing Buyer Evaluation Procedures to Enhance Selling Strategies
  • _________ the Product Offering Being Proposed
  • Alter the Buyer’s Beliefs about the Proposed Offering
  • Alter the Buyer’s Beliefs about the Competitor’s Offering
  • Alter the ____________________
  • Call Attention to Neglected Attributes

Competitive Depositioning: providing information to evidence a more accurate pictureof a competitor’s attributes or qualities.

employing buyer evaluation procedures to enhance selling strategies1
Employing Buyer Evaluation Procedures to Enhance Selling Strategies
  • “We’ve added unlimited texting to the corporate calling plan we are proposing”
  • “While they may look heavy, our phones actually weighs less than 3 ounces.”
  • “As you can see from this independent study, the batteries on our phones provide greater talk-time than any others in the market.”
  • “Screen size is important, but only if the battery is strong enough to keep the phone working when needed.”
  • “Our phones are made from recycled material.”
types of purchasing decisions
Types of Purchasing Decisions

Electronic Data Interchange (EDI): Transfer of data electronically between two computer systems.

communication style flexing
Communication Style Flexing

The process by which the salesperson __________ his/her communication style to fit that of the customers in order to_______________communication.

buying teams
Buying Teams

Teams of individuals in organizations that incorporate the expertise and multiple buying influences of people form different departments throughout the organization.

  • Initiators – individuals who identify a need.
  • ____________– Individuals who guide the buying decision process by making recommendations and expressing preferences.
  • Users – Individuals who will actually use the productbeing purchased.

The roles in the buying center work together to affects the outcome of the purchase decision.

buying teams1
Buying Teams

Teams of individuals in organizations that incorporate the expertise and multiple buying influences of people form different departments throughout the organization.

  • Deciders –Individuals who have the ultimate responsibility of determining which product or service will be purchased.
  • Purchasers – Individuals who negotiate the final terms of the purchase and execute the final purchase.
  • ___________ – Individualswho are in the position tocontrol the flow of information to and betweenvendors and other buyingteam members.
current developments in purchasing
Current Developments in Purchasing

Increasing Use of Information Technology

______________________

Increased Outsourcing

________________

Increased Importance of Knowledge and Creativity

Relationship Emphasis on Cooperation and Collaboration