Phan Tich Thi Truong Doanh Nghiep Va Hanh Vi Nguoi Mua

7/28/2019 Phan Tich Thi Truong Doanh Nghiep Va Hanh Vi Nguoi Mua

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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

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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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Compared to Consumer Markets,Business Markets have . . .} Fewer buyers

} Larger buyers} Geographically concentrated buyers

} Close relationships with their supplier-customers


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}

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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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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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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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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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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Routine reorders fromapproved vendor list

Low involvement, minimaltime commitment

Example: copier paper

Buying SituationsStraight rebuy

Modified rebuyNew task


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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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Specifications, prices,

delivery terms or otheraspects requiremodification

Moderate level ofinvolvement and timecommitment

Example: desktopcomputers




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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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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




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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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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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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



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Objectives

Policies

Procedures

Organizationalstructures

Systems

Major Influences

Environmental


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 c nhn



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Interests

Authority

Status

EmpathyPersuasiveness

Major Influences

Environmental


Individual



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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 c nhn



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Age

Income

Education

Job position Personality

Risk attitudes

Culture

Major Influences

Environmental


Individual



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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 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

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Phan Tich Thi Truong Doanh Nghiep Va Hanh Vi Nguoi Mua