Analyzing Business Markets and Buyer Behavior

Hanoi School of Business

Leadership Excellence

Phn tch th trng cc doanh nghip v hnh vi ca ngi mua

Hanoi School of Business

Leadership Excellence

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Objectives

Understand the nature of the business market and how it differs from the consumer market. Learn how institutions and government agencies buy. Identify the different buying situations faced by organizational buyers. Identify the participants in the business buying process and the various influences impacting business buying decisions. Understand how business buyers make their decisions.

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Mc tiu

Hiu c bn cht ca th trng cc doanh nghip v phn bit vi th trng ngi tiu dng Tm hiu cch cc t chc v c quan nh nc thc hin mua sm Xc nh cc tnh hung khc nhau m cc t chc c th gp khi thc hin mua bn Xc nh cc thnh phn tham gia vo qu trnh mua hng ca doanh nghip v cc nh hng tc ng ti quyt nh mua ca doanh nghip Hiu c cch cc doanh nghip a ra quyt nh mua sm

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Organizational Buying

Organizational buying is:

the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.

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Mua hng cho t chc

Vic mua hng cho t chc l:

qu trnh thng qua quyt nh qua cc t chc chnh thc xc nhn c nhu cu v nhng sn phm v dch v mua ngoi, cng nh pht hin, nh gi v la chn cc nhn hiu v nh cung ng

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Organizational Buying

Compared to Consumer Markets, Business Markets have . . .

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Fewer buyers Larger buyers Geographically concentrated buyers Close relationships with their suppliercustomers

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Mua hng cho t chc

Khi so snh vi th trng ngi tiu dng, th trng cc doanh nghip c

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t ngi mua hn Ngi mua tm c hn Ngi mua tp trung theo vng a l Quan h cht ch gia ngi cung ng v khch hng

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Organizational Buying

Other Business Market Characteristics

Fluctuating demand Derived demand Inelastic demand Professional purchasing Multiple buying influences Multiple sales calls Direct purchasing Reciprocity Leasing

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Mua hng cho t chc

Nhng c im khc ca th trng cc doanh nghip

Nhu cu bin ng mnh Nhu cu pht sinh Nhu cu khng co gin Ngi i mua hng l ngi chuyn nghip Cc nh hng mua sm phc tp Nhiu ngi nh hng n vic mua hng Mua trc tip C i c li i thu

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Organizational Buying

The Business Market Includes For-Profit Companies and Two Specialized Groups:
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The institutional market

Schools, hospitals, prisons, etc. with captive audiences Cost and quality standards drive purchases

The government market

Bidding process awards contracts

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Mua hng cho t chc

Th trng cc kinh doanh gm cc cng ty hot ng v li nhun v hai nhm c trng khc:
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Th trng cc t chc
Trng hc, bnh vin, nh tvvv vi nhng i tng thuc din qun l ca mnh Hot ng mua bn din ra da trn cc tiu chun chi ph v cht lng

Th trng cc c quan nh nc
Cc hp ng c c thng qua u thu

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Organizational Buying
Routine reorders from approved vendor list Low involvement, minimal time commitment Example: copier paper

Buying Situations
Straight rebuy Modified rebuy New task

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Mua hng cho t chc

t hng thng xuyn t cc nh cung ng nm trong danh sch Gim thiu thi gian v mc tham gia V d: giy photo

Tnh hung mua

Mua lp li, khng c thay i Mua lp li, c thay i Mua sm phc v nhim v mi

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Organizational Buying

Buying Situations
Straight rebuy Modified rebuy New task

Specifications, prices, delivery terms or other aspects require modification Moderate level of involvement and time commitment Example: desktop computers

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Mua hng cho t chc

Tnh hung mua

Mua lp li, khng c thay i Mua lp li, c thay i Mua sm phc v nhim v mi

Thay i quy cch sn phm, gi c, yu cu giao hng hay nhng iu kin khc iu ha mc v thi gian tham gia V d: Bn my vi tnh

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Organizational Buying

Buying Situations
Straight rebuy Modified rebuy New task

Purchasing a product or service for the first time High level of involvement and time commitment; multiple influences Example: selecting a web site design firm or consultant

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Mua hng cho t chc

Tnh hung mua

Mua lp li, khng c thay i Mua lp li, c thay i Mua sm phc v nhim v mi

Mua mt sn phm hay dch v ln u tin Mc v thi gian tham gia cao; nhiu ngi nh hng V d:Example: chn la mt trang web cho cng ty hay t vn vin

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Organizational Buying

Systems Buying
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A single provider provides the total package for the buyers needs May involve turnkey solutions Manufacturers sell entire systems Supplier provides all MRO items

Systems Selling
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Mua hng cho t chc

Mt nh cung ng duy nht cung cp ton b gi hng nhm phc v nhu cu ca ngi mua C th lin quan n mt s gii php then cht Nh sn xut c th bn ton b h thng Nh cung cp m bo cung ng ton b yu cu v MRO (bo tr, sa cha v vn hnh)

Mua ng b
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Bn ng b
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Participants in Business Buying

Buying center members fill one or more roles in the purchase decision process:
Initiators Users Influencers Deciders Approvers Buyers

Gatekeepers

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Cc thnh phn tham gia vo vic mua hng cho t chc

Cc thnh vin chnh trong t chc c th m nhn mt hoc nhiu vai tr trong qu trnh ra quyt nh mua hng:

Ngi xng Ngi s dng Ngi nh hng

Ngi quyt nh Ngi ph duyt Ngi thng qua

Ngi canh cng

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Influences on Business Buyers

Demand level Economic outlook Interest rates Technological change Politics/regulations Competition Concerns for social responsibility

Major Influences
Environmental Organizational Interpersonal Individual

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Nhng nh hng ch yu n ngi i mua hng cho t chc

Mc yu cu Quan im kinh t T l li sut Thay i cng ngh Chnh tr/lut php Cnh tranh Trch nhim x hi

Nhng nh hng ch y u
Yu t mi trng Yu t t chc Yu t quan h c nhn Yu t c nhn

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Influences on Business Buyers

Major Influences
Environmental Organizational Interpersonal Individual

Objectives Policies Procedures Organizational structures Systems

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Nhng nh hng ch yu n ngi i mua hng cho t chc

Nhng nh hng ch y u
Yu t mi trng Yu t t chc Yu t quan h c nhn Yu t c nhn

Mc tiu Chnh sch Th tc C cu t chc H thng

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Influences on Business Buyers

Major Influences
Environmental Organizational Interpersonal Individual

Interests Authority Status Empathy Persuasiveness

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Nhng nh hng ch yu n ngi i mua hng cho t chc

Nhng nh hng ch y u
Yu t mi trng Yu t t chc Yu t quan h c nhn Yu t c nhn

Mc quan tm Quyn hn Trng thi S thng cm Sc thuy phc

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Influences on Business Buyers

Major Influences
Environmental Organizational Interpersonal Individual

Age Income Education Job position Personality Risk attitudes Culture

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Nhng nh hng ch yu n ngi i mua hng cho t chc

Nhng nh hng ch y u
Yu t mi trng Yu t t chc Yu t quan h c nhn Yu t c nhn

Tui tc Thu nhp Hc vn V tr cng tc Nhn cch Thi vi ri ro Vn ha

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Purchasing/Procurement Process

Eight Buyphases of Industrial Buying

Problem recognition General need description Product specification Supplier search Proposal solicitation Supplier selection Order-routine specification Performance review

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Qu trnh mua ca ngi mua t chc

Nh n c n Nh nth th cv v n M u Mtt chung chungv v nhu nhuc c u c ii m, c a c m,tiu tiuth th cKT KTc c aSP SP Tm m ng Tmki ki mnh nhcung cung ng Xem n Xemxt xtcc ccb b ncho chohng hng L a n ng L ach ch nnh nhcung cung ng Chu n n/ p ng Chu nb b n/h h p ngmua muahng hng Xem c Xemxt xtm m c tho tho mn mnsau saumua mua