Chapter 4 Hành vi khách hàng tổ chức

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Chương 4
Hành vi khách hàng tổ chức
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Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved
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KHÁCH HÀNG TỔ CHỨC MUA THẾ NÀO?
CÁC LÝ THUYẾT CÓ LIÊN QUAN
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BUYING DETERMINATES THEORY
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SUY NGHĨ, ĐÁNH GIÁ: CÁC YẾU TỐ NÀO Ảnh
hưởng đến quyết định mua
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ROLE THEORY – lý thuyết vai trò
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Ai đóng vai trò gì trong qui trình mua
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BEHAVIOR CHOICE THEORY – lý thuyết hành
vi lựa chọn
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Khi mua khách hàng sử dụng qui trình, thủ tục nào?
McGraw-Hill/Irwin
Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved
4-4
BUYING DETERMINANTS THEORY
Yếu tố cá nhân
Yếu tố tổ chức
Yếu tố thị trường

Yếu tố môi trường
Exhibit 4-1
McGraw-Hill/Irwin
Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved
4-5
Lý thuyết vai trò
CÁ NHÂN
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Thư ký
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Phó chủ tịch
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Trưởng phòng
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Thư ký và trưởng phòng
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Office Manager
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Giám đốc sản xuất,
VAI TRÒ
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Initiator-reports that fax
keeps breaking down – Người khởi
đầu
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Controller-sets budget for
purchase of new fax – Kiểm soát
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Gatekeeper-gathers review
from vendors. – Gác cửa

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Influencers-view demonstrations
narrow choices – Người ảnh hưởng
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Recommender-recommends a
particular product to decision
maker – Người đề xuất
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Decision Maker – Selects fax to
purchase – Người quyết định
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Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved
4-6
CÁC YẾU TỐ TRONG QUÁ TRÌNH MUA
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TIME DIMENSIONS – YẾU TỐ THỜI GIAN
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TIME IS HIGHLY FRAGMENTED: Many participants for short
time participation
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TIME IS NOT FRAGMENTED: Same people stay through entire
process
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VERTICAL DIMENSIONS – HÀNG DỌC
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How many layers of management are involved in decision-making
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HORIZONTAL DIMENSIONS – HÀNG NGANG
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How many departments are involved in decision-making

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FORMALIZATION DIMENSION – CÁC QUI TRÌNH
CHÍNH THỨC
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Purchasing tasks and roles are guided and enforced by written
procedures and policies
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Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved
4-7
TIME FRAGMENTATION INFLUENCES
SELLER’S MARKETING EFFORTS
INVOLVEMENT INFLUENCE
NUMBER OF DECISION MAKERS
HIGHLY MANY FEW MINIMALLY
FRAGMENTED A LITTLE A LOT FRAGMENTED
DECISION CYCLE TIME INFLUENCE
SIZE OF BUYING CENTER
LONGER LARGE SMALL SHORTER
DECISION CYCLE A LITTLE A LOT DECISION CYCLE


EXPERIENCE OF DECISION MAKERS
EXPERIENCE OF DECISION MAKERS
TIME SPENT ON DECISION STAGES
TIME SPENT ON DECISION STAGES
Sales objective is to move to the right on the continuum
McGraw-Hill/Irwin
Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved
4-8
RECOGNIZING THE

BUYER’S DILEMMA: RISK
THERE ARE THREE KINDS OF RISK TO OVERCOME
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FINANCIAL RISK
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POTENTIAL FOR LOST REVENUE WITH
FAULTY PRODUCT
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PERFORMANCE RISK
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PRODUCT WON’T PERFORM AS INTENDED
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SOCIAL RISK
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THE PURCHASE WILL NOT MEET APPROVAL OF A
REFERENCE GROUP
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Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved
4-9
OVERCOMING RISK
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THREE OPTIONS BUYERS USE TO REDUCE
RISK
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GATHER MORE INFORMATION FROM
MORE SOURCES
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USING LOYALTY TO PRESENT SUPPLIERS—
BUILD TRUST
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SPREAD THE RISK BY USING MORE
DECISION MAKERS OR GETTING MORE
SUPPLIERS
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Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved
4-10
USING INFORMATION TO REDUCE RISK
SOURCES OF INFORMATION
ImpersonalPersonal
Trade publications
Word of mouth from
colleagues,
consultants, and
coworkers
Word of mouth from
colleagues,
consultants, and
coworkers
Noncommercial
Sales literature
Advertising
Websites
Direct mail
Sales literature
Advertising
Websites
Direct mail
Personal selling
Trade shows
Telemarketing

E-mail
Personal selling
Trade shows
Telemarketing
E-mail
Commercial
EXHIBIT 4-5
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BEHAVIOR CHOICE MODEL
1. IDENTIFY SITUATION
Company and self-orientation
2. EVALUATE PERSONAL RELEVANCE
Determine Rewards
3. ASSESS ACTION ALTERNATIVES AN
REQUREMENTS
4. CHOOSE A BEHAVIOR STRATEGY
Defensive or Offensive
EXHIBIT 4-6
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Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved
4-12
BUYING DETERMINANTS THEORY MỞ RỘNG
McGraw-Hill/Irwin
Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved
Organizational Factors
Extrinsic reward systems
Role expectations
Corporate culture and
intrinsic rewards
Cross-functional

purchasing teams
Policies supporting
vertical and horizontal
dimensions
Individual factors
Experience: new buy straight rebuy
Choice of reward-Role orientation
Valence of reward
Probability perceptions
Environmental factors
Market factors
Organizational Factors
Individual factors
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