Chapter 2 - Buyer's Behaviour Flashcards
On what base does a B2B client usually choose a supplier?
- Costs
- Resources
How can we differentiate different types of client?
- The nature of the client company’s business
- The nature of the company’s business strategy
- The purchasing orientation
What does it mean “The nature of the client company’s business”?
The client company’s business can be:
1. The Unit production
2. The Mass production
3. The Process production
What does it mean “The nature of the company’s business strategy”?
The company’s business strategy can be:
1. Product leadership
2. Operational excellence
3. Customer intimacy
What does it mean “The purchasing orientation”?
The company’s purchasing orientation can be:
1. Transactional approach (lower costs)
2. Purchasing approach (lower TCO)
3. Supply Management orientation (maximize value over SC)
What is the Kraljic Matrix?
It’s a tool useful to understand what is the position of a company respect to some goods in terms of “importance of the good” and “supply accessibility”
Which are the Kraljic Matrix variables?
- Profit impact
- Supply access
Which are the 4 types of goods in the Kraljic Matrix?
- Non-critical items
- Leverage items
- Bottleneck items
- Strategic items
Which are the 6 steps of the purchase process?
- Need/problem recognition
- Determining product characteristics
- Supplier and product search
- Evaluation of proposal and supplier selection
- Specification of order routine
- Performance feedback and evaluation
Which are the 3 types of purchasing that a company may encounter in the purchase process?
- New task
- Modified re-buy
- Straight re-buy
How is “New task” divided?
- Judgmental buying approach
- Strategic buying approach
How is “Modified re-buy” divided?
- Complex modified re-buy
- Simple modified re-buy
How is “Straight re-buy” divided?
- Casual re-buy
- Routine re-buy
What is a DMU?
A Decision Making Unit is a company’s unit made up of different people of different units that are responsible of the purchase decision
Which are the purchase roles?
- Initiators
- User
- Influencer
- Decider
- Buyer
- Gatekeeper