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Decision Processes (Ignite)
- 1. Decision Processes Alyssa Holt, Team Spark Managerial Marketing February 20, 2011
- 3. Buying SituationsParticipants in a Buying CenterPhases of Decision Making
- 4. Straight Rebuy Modified Rebuy New Task
- 5. Straight Rebuy Modified Rebuy New Task
- 6. Purchase Xerox scan-to-email machines to replace all photocopiers. Straight Rebuy Modified Rebuy New Task Purchase security system for new building!
- 10. Initiators Users Influencers Approvers Deciders
- 11. Initiators Users Influencers Gatekeepers Buyers Approvers Deciders
- 12. Initiators Users Influencers Gatekeepers Buyers Approvers Deciders
- 14. Head north.
- 19. So What?
- 20. Thank You.
Editor's Notes
- .
- Organizationbuying is the formal process for getting products and services into the organization.This involves everything from pens and pencils, to big office equipment like video conferencing and security systems.
- Three parts of the buying process.
- Straight Rebuy
- Modified Rebuy
- New Task
- The Buying Center
- Indicators/Users
- Influencers
- Deciders and approvers
- Buyers/Gatekeepers
- Gatekeepers/Intro to phases
- PROBLEM RECOGNITION: Problem Recognition occurs when an individual identifies a need or an issue that can be resolved through the acquisition of a product or service
- General Need Description The General Need Description answers the question “what are the basic requirements of the needed item? Typically identified by a company at large.Can Includes general characteristics and quantity needed
- Product Specification: Product specification provides more detailed specifications or more technical specifications for the product.Typically identified by the buying center or decision making unit
- Supplier SearchThe Supplier Search - true to it’s namesake, this phase occurs when the buying center assesses options for the best product or service vendorsProposal solicitationOnce qualified vendors/supplier are identified, they are asked to submit proposals. This is the Proposal Solicitation phase and results in the selection of a supplier.
- SupplierSelectionOrder-routine specificationThe Order Routine Specification is the final order written by the buyerIncludes all the technical specifications of the product or service being purchased (delivery time-frame, quantity, return policy)
- Performance reviewThe Performance Review is conducted after purchasing to assess satisfaction with sellers/suppliersPart of a feedback loop, can result in changes to buyer-supplier relationship, modifications or termination of the relationship.
- Sellers to meet companies wherever they are in the buying processDemonstrate value add to their current purchasingAffect behavior change.
- All photos are my own with the exception ofScreenbeanclip art and:Snow WhiteGreenWorksOffice Space StaplerGarminAmerican IdolEllenAccent FlagConfused Figure with ArrowPeople Standing GreenDisney Game TheoryQuestion MarkDecision MakingYes NoReferences: Kotler, P. & Keller, K. (2006). Marketing Management, 12th edition. New Jersey: Prentice Hall.