28-09-2012, 01:45 PM
BUYING BEHAVIOUR IN B2B MARKETS
BUYING BEHAVIOUR.ppt (Size: 570 KB / Downloads: 30)
UNDERSTANDING PURCHASING ORIENTATION
Buying Orientation :
Obtaining the best deal : price / quality / availability
Maximise power over suppliers : commoditization / multi vs single
Avoid Risk where ever possible
Developing in buying : target pricing / global & e sourcing
Procurement Orientation :
Improving quality : Specifications / specified / certification
Reducing total cost of ownership : total cost of ownership (TCO) / ERP
Cooperating with suppliers : Integrative negotiation / Standardisation / Target costing
Supply Management Orientation :
Focus on end users
Craft a sourcing strategy
Build a supply network : Speculation vs. Postponement strategy – manufacturing $ logistics / made to stock vs build to order / efficient customer response ( ECR) system
Sustain high collaberative relationships with select suppliers : Value in use price
Applying purchasing portfolio management : supplier segmentation as generic / leverage / bottleneck / criticals
Putting knowledge of purchasing orientation to use
PURCHASING OBJECTIVES OF FIRMS
Reliability in delivery.
Consistent product Quality.
Lowest price (If delivery & Quality objectives are met)
Excellent pre & post – sales services.
Long – Term collaborative relationship.
Industrial buyers try to achieve organizational purchasing objectives & personal objectives like higher status, job security, salary increments, promotions & social relationships.
Considerations Which Favor Buying
Limited production facilities
Cost considerations (less expensive to buy)
Small-volume requirements
Suppliers’ specialized know-how
Stable work force (rising sales)
Multiple-source policy
Indirect managerial control considerations
Procurement and inventory considerations
BUYGRID FRAMEWORK ANALYSIS
All Phases are Applicable for a New Task.
Some Phases are Applicable for modified / Straight Rebury.
New task situation is most difficult since buyers have less knowledge, no experience & more people involved.
Modified Rebury is not difficult situation since it has few activities.
Straight rebury situation is handled routinely, as repeat purchases are made.
Internet Exercise
Dell Inc. has been widely successful in selling its products over the internet to customers of all type, including every category of customers in the business markets : commercial enterprise, institutions and governments. Assume your college library is planning to purchase 25 new conputers. Go to dell website and online store and provide a critique of the website and consider how well it provided access to the information that a potential buyer may want from your point of view.