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Hanoi School of BusinessLeadership Excellence
Analyzing Business MarketsAnalyzing Business Markets
and Buyer Behaviorand Buyer Behavior
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Hanoi School of BusinessLeadership Excellence
PhnPhn ttchch thth trtrngngcccc
doanhdoanh nghinghipp vv hhnhnh viviccaangngiimuamua
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IeMBA Objectives
Understand the nature of the business marketand how it differs from the consumer market.
Learn how institutions and governmentagencies buy.
Identify the different buying situations faced byorganizational buyers.
Identify the participants in the business buying
process and the various influences impactingbusiness buying decisions.Understand how business buyers make their
decisions.
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IeMBA Mc tiu
Hiu c bn cht ca th trng cc doanh nghip vphn bit vi th trng ngi tiu dng
Tm hiu cch cc t chc v c quan nh nc thchin mua sm
Xc nh cc tnh hung khc nhau m cc t chc cth 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 tiquyt nh mua ca doanh nghip Hiu c cch cc doanh nghip a ra quyt nh
mua sm
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IeMBA Organizational Buying
Organizational buyingis:the decision-making process by which formalorganizations establish the need forpurchased products and services and identify,
evaluate, and choose among alternativebrands and suppliers.
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IeMBA Mua hng cho t chc
Vic mua hng cho t chc l: qu trnh thng qua quyt nh qua cc tchc chnh thc xc nhncnhucu vnhng sn phm v dch v mua ngoi, cngnh pht hin, nh gi v la chn cc nhn
hiu v nh cung ng
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IeMBA Organizational Buying
Compared to Consumer Markets,Business Markets have . . .} Fewer buyers
} Larger buyers} Geographically concentrated buyers
} Close relationships with their supplier-customers
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IeMBA Mua hng cho t chc
Khi so snh vi th trng ngi tiu dng, thtrng cc doanh nghip c} t ngi mua hn
}
Ng
i mua t
m c
h
n} Ngi mua tp trung theo vng a l
} Quan h cht ch gia ngi cung ng v khch
hng
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IeMBA 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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IeMBA Mua hng cho t chc
Nhng c im khc ca thtrng 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 smphc tp
Nhiu ngi nh hng nvic mua hng
Mua trc tip
C i c li i thu
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IeMBA Organizational Buying
The Business Market Includes For-ProfitCompanies and Two Specialized Groups:} The institutional market
Schools, hospitals, prisons, etc. with captive audiences
Cost andquality standards drive purchases
} The government market Bidding process awards contracts
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IeMBA Mua hng cho t chc
Th trng cc kinh doanh gm cc cng tyhot ng v li nhun v hai nhm ctrng khc:} Th trng cc t chc
Trng hc, bnh vin, nh tvvv vi nhng itng thuc din qun l ca mnh
Hot ng mua bn din r a 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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IeMBA Organizational Buying
Routine reorders fromapproved vendor list
Low involvement, minimaltime commitment
Example: copier paper
Buying SituationsStraight rebuy
Modified rebuyNew task
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IeMBA Mua hng cho t chc
t hng thng xuynt 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
iMua lp li, c thayi
Mua sm phc v nhim
v mi
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IeMBA Organizational Buying
Specifications, prices,
delivery terms or otheraspects requiremodification
Moderate level ofinvolvement and timecommitment
Example: desktopcomputers
Buying SituationsStraight rebuy
Modified rebuyNew task
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IeMBA Mua hng cho t chc
Thay i quy cch sn
phm, gi c, yu cugiao hng hay nhngiu kin khc
iu ha mc v thigian tham gia V d: Bn my vi tnh
Tnh hung mua
Mua lp li, khng cthayi
Mua lp li, c thayiMua sm phc v nhim
v mi
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IeMBA Organizational Buying
Purchasing a product or
service for the firsttime High level of involvement
and time commitment;
multiple influences Example: selecting a
web site design firm orconsultant
Buying SituationsStraight rebuy
Modified rebuyNew task
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IeMBA Mua hng cho t chc
Mua mt sn phm hay
dch v ln u tinMc v thi gian
tham gia cao; nhiu
ngi nh hng V d:Example: chn la
mt trang web cho cngty hay t vn vin
Tnh hung mua
Mua lp li, khng cthayi
Mua lp li, c thayiMua sm phc v nhim
v mi
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IeMBA Organizational Buying
Systems Buying}A single provider provides the total package
for the buyers needs} May involve turnkey solutions
Systems Selling} Manufacturers sell entire systems} Supplier provides all MRO items
M h h t h
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IeMBA Mua hng cho t chc
Mua ng b} 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
Bn ng b} Nh sn xut c th bn ton b h thng
} Nh cung cp m bo cung ng ton b yu cu v MRO (botr, sa cha v vn hnh)
P ti i t i B i B i
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IeMBA Participants in Business Buying
Buying center members fill one or more
roles in the purchase decision process:
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
I MBA Cc thnh ph n tham gia vo vic
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IeMBA Cc thnh ph n tham gia vo vicmua hng cho t chc
Cc thnh vin chnh trong t chc c th m nhnmt hoc nhiu vai tr trong qu trnh ra quyt nh
mua hng:
Ngi xng
Ngi s dng
Ngi nh hng
Ng
i quyt
nhNgi ph duyt
Ngi thng qua
Ngi canh cng
I MBA I fl B i B
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IeMBA Influences on Business Buyers
Demand level
Economic outlook Interest rates Technological change
Politics/regulations Competition Concerns for social
responsibility
Major InfluencesEnvironmental
OrganizationalInterpersonal
Individual
I MBA Nhng nh hng ch yu n
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IeMBA Nhng nh hng ch yu nngi i mua hng cho t chc
Mc yu cu
Quan im kinh t Tl li sut Thay i cng ngh
Chnh tr/lut php Cnh tranh Trch nhim x hi
Nhng nh hng ch
yu
Yu t mi trng
Yu t t chc Yu t quan h c nhn
Yu t c nhn
IeMBA Influences on Business Buyers
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IeMBA Influences on Business Buyers
Objectives
Policies
Procedures
Organizationalstructures
Systems
Major Influences
Environmental
OrganizationalInterpersonal
Individual
IeMBA Nhng nh hng ch yu n
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IeMBA Nhng nh hng ch yu nngi i mua hng cho t chc
Mc tiu Chnh sch Th tc C cu t chc H thng
Nhng nh hng ch
yu
Yu t mi trng
Yu t t chc Yu t quan h c nhn
Yu t c nhn
IeMBA Influences on Business Buyers
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IeMBA Influences on Business Buyers
Interests
Authority
Status
EmpathyPersuasiveness
Major Influences
Environmental
OrganizationalInterpersonal
Individual
IeMBA Nhng nh hng ch yu n
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IeMBA g g yngi i mua hng cho t chc
Mc quan tmQuyn hn Trng thi S thng cm Sc thuy phc
Nhng nh hng ch
yu
Yu t mi trng
Yu t t chc Yu t quan h c nhn
Yu t c nhn
IeMBA Influences on Business Buyers
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IeMBA Influences on Business Buyers
Age
Income
Education
Job position Personality
Risk attitudes
Culture
Major Influences
Environmental
OrganizationalInterpersonal
Individual
IeMBA Nhng nh hng ch yu n
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IeMBA g g yngi i mua hng cho t chc
Tui tc
Thu nhp Hc vn V tr cng tc Nhn cch Thi vi ri ro Vn ha
Nhng nh hng ch
yu
Yu t mi trng
Yu t t chc Yu t quan h c nhn
Yu t c nhn
IeMBA Purchasing/Procurement Process
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IeMBA Purchasing/Procurement Process
Eight Buyphases of Industrial Buying
Problem recognition General need
description Product specification Supplier search
Proposal solicitation Supplier selection
Order-routinespecification Performance review
IeMBA Qu trnh mua ca ngi mua t chc
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Qu trnh mua ca ngi mua t chc
Nhn thc vn Nhn thc vn
M t chung v nhu cuM t chung v nhu cu
c im, tiu thc KT ca SPc im, tiu thc KT ca SP
Tm kim nh cung ngTm kim nh cung ng
Xem xt cc bn cho hngXem xt cc bn cho hng
La chn nh cung ngLa chn nh cung ng
Chun bn/ hp ng mua hngChun bn/ hp ng mua hng
Xem xt mc tho mn sau muaXem xt mc tho mn sau mua