Topic 3: Understanding Buyers Flashcards
categories of buyers (2)
- consumer markets
2. business markets (firms, institutions, governments)
distinguishing characteristics of business markets (6)
- concentrated demand
- derived demand
- higher levels of demand fluctuation
- purchasing professionals
- multiple buying influences
- closer buyer-seller relationships
buying decision process (7)
- Recognition of a Need 2.Description of Desired Characteristics
- Determination of Desired Characteristics
- Search for Qualified Sources
- Acquisition and analysis of proposals
- Evaluation and Selection
- Performance feedback and evaluation
needs gap
between the desire state and actual state
types of buyer needs (5)
- situational needs
- functional needs
- social needs
- psychological needs
- knowledge needs
procedures for evaluating suppliers and products (3)
- descriptive rating
- performance score rating
- multi-attribute model
buyer evaluation procedures
- modify the product offering being proposed
- alter the buyer’s beliefs about the proposed offering
- alter the buyer’s beliefs about the competitors offering
- alter the importance weights
- call attention to neglected attributes
two factor model of buyer evaluation
- functional attributes
2. psychological attributes
types of purchasing decisions
- straight rebuy
- modified rebuy
- new task
communication styles (4)
- low assertiveness
- los responsiveness
- high assertiveness
- high responsiveness
low assertiveness
team player
easygoing
avoids risk
cooperate
low responsiveness
task-oriented
formal
high assertiveness
fast paced
competitive
confrontational
high responsiveness
relationship-oriented
emotional
informal
communication style flexing
the process by which the salesperson adjusts his/her communication style to fit that of the customers in order to facility effective communciation
