Marketing B2B chap004[2]

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4-1

Organizational Buyer Behavior

ChapterFour

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4-2

Key Points

• Reward-Measurement Theory• Behavior Choice Theory• Role Theory• Buying Determinates Theory

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4-3

Reward-Measurement Theory

• M = V * P• Intrinsic rewards• Extrinsic rewards• Valence• Perceived probability• Motivation• Self-efficacy

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4-4

Complex Reward Structure

• Reward Raise Recognition (pat on the

back) by boss Peer’s appreciation Personal satisfaction Nomination for staff

award

• Importance Very important Important

Very important Extremely

important Important

COULD THERE BE OTHER REWARDS?COULD THERE BE OTHER REWARDS?

Complex Structure of Office Manager’s Rewards in Purchasing a Fax

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4-5

Behavior Choice Theory

• Buyers go througha choice decisions• Identify situation

Company, self orientation

• Evaluate personal relevance• Assess action alternatives and

requirements• Choose behavior strategy

Offensive Defensive

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4-6

Role Theory

• People behave within a set of norms or expectations of other due in the role in which they have been placed. Autonomous v buying center (DMU) Initiator Controller Decision maker Influencers - users Gatekeepers

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4-7

Buying Center

• Time fragmentation• Vertical & Horizontal dimensions

Layers of management

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4-8

Buying Center Roles

• Person Secretary

Vice President

Office Manager

Secretary & Office Manager

Office Manager

Vice President of Operations

• Role Initiator – reports that fax keeps

breaking down Controller – sets budget for

purchase of new fax Gatekeeper – gathers and reviews

bids from vendors Influencers – view

demonstrations, narrow choices Recommender – recommends a

particular product to decision maker

Decision Maker – Selects fax to purchase.

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4-9

Dimensons

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4-10Buying Center

• Formalization dimension• Risk

Financial Performance Social

Reduce Information Loyalty - Trust

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4-11Information to reduce risk

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4-12Buying Determinates Theory

• General theory on why buyers buy.• Individual• Selective

Process Exposure Attention Perception Retention

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4-13Buying Determinants Theory

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4-14Expanding the BD Theory