Flashcards
Lecture 3
Cards in this deck (27)
- 1B2B- close and long-term relationships
- organizational buyers are more rational
- more complex
- negotiation is important - 2who buys?- initiator
- influencer
- decider
- buyer
-user - 3consumer decision making process= problem solving / need satisfaction process
need identification -> information gathering -> evaluation of alternatives ( economic criteria/social criteria/ personal criteria) -> selection of the solution (purchase!) -> post purchase evaluation (satisfaction ?) - 4Factors affecting consumer decision making process1) Buying Situation (extensive problem solving, limited problem solving, automatic response)
2) Personal Influences ( Personality, Motivation, Perception, Learning)
3) Social Influences (Social Class, Reference Groups, Culture, etc.)
4) Economic Influences - 5Factors affecting organizational buyer behavior- composition DMU
- nature of decision-making process
- criteria to evaluate product offerings
-> buy class ( rebuy. modified buy, new task)
-> product type ( product constituents, product facilities, maintenance/repair)
-> importance of purchase to buying organization - 6new trends in purchasing practice- just in time pruchasing
- centralized purchasing
- Systems purchasing
- reverse marketing
- leasing - 7forces that affect sales today1) Behavioral Forces
2) Technological Forces
3) Managerial Forces - 8Behavioural Forces- Rising consumer/organizational buyer expectation
- customer avoidance of buyer/seller negotiations
- expanding power of major buyers
- globalization&fragmentation of markets - 9Technological Forces- salesforce automation
- virtual sales offices
- e-sales channels - 10Managerial forces- improving direkt marketing techniques
- improving cooperation marketing-sales
- encouraging salespeople in training/qualification - 11Channels of distributiondistribution channels involve two separate (but closely connected) activities
-> managers should constantly reappraise ( neu bewerten) channels to make cost savings: markets, channel costs, profit potential, channel structure, product life-cycle - 12characteristics of sales channels- direct
- selective
- intensive (after-sale aspects less important)
- exclusive
-> channel decisions are important b/c: involve company in long-term commitment, can affect all of companies marketing and operating activities - 13Industrial-Commerical-Public Authority Selling-> fewer customers
-> concentraded markets
-> complex purchasing decisons
-> long-term relationships
-> reciprocal trading
Types of Prdocution:
1) Job/uni/project production -> salesperson can´t lose an order
2) Batch production -> salesforce have to estimate
3) Mass pro. -> salesforce habe to anticipate model changes
4) process production (chemicals) -> long-term relationship - 14Selling for resale (retailers)-> much buying is centralized
-> buyer visits seller
Types of selling:
1) multiples
2) variety chains
3) cooperative societies
4) DPT stores
5) independents
6) mail oder
7) direct selling - 15Franchising- franchisor offers advice in location, finance, marketing -> provides initial start up
- franchisor promotes images
- central purchase system
- binding contracts - 16Sales Promotion(includes techniques that organization can use as part of marketing effort)
Types:
- Price reduction
- Coupons/ Gifts
- Contest
- Cash bonuses
Techniques cover:
- consumer promotion
- trade promotion
- saleforce promotions - 17Personnel motivationsaleforce incentive, must consider objectives (new product line, overcoming seasonal sales slumps, obtaining wider territory prospects, developing new sale skills)
Prizes/Rewards: additional bonuses, new customers, selling product - 18Exhibition (Public Relations Tool)-> building goodwill and prepare the way for future sales
Includes:
- wide range of products and new products
- infos inproducrsin shiw beforehand
- facilities of venue
- simple stand
- well-informed and approachable staff - 19Exhibition Communication ProcessStrategy: Advertisement, Personal Selling, View Product (Usage, Test under extreme conditions)
Media: Trade exhibition, Salesperson goes to company
Objective (Exhibition): Sell product from the stand, follow up sales/info - 20PRdeliberate, planned and sustained effort to establish and maintain good relationships with secondary target groups (Publics, Audiences, Stakeholders)
--> related to selling, human relations (2-way-process) - 21AudiencesCorporate Internal: Employees, Shareholder
Corporate External (Public Affairs): General public, Government
Corporate External (Financial) : Investors
Coprorate External (Media): TV, Press, Social Media
Marketing: Suppliers, Distributors, Competitors - 22PR Instruments - Corporate Internal- Training program
- Team meetings
- Annual reports
- Survey
- Social activities - 23PR Instruments/Channels - Corporate External (Public Affairs)- Corporate Events
- Corporate Advertising
- Sponsorship
- - 24PR Instruments/Channels Financial, Media, MarketingFinancial:
- Annual Report
- Meeting
Media:
- Press conference/release
Marketing:
-Product events and meetins
- product placement - 25Con´s PR- Effectivness hard to measure
- Lack of complete control
- Journalists as gatekeepers - 26Sponsorship - Event-related- sports
- arts
- culture
- entertainment - 27Sponsorship Cause-related- Mush (Municipal, Universities, Social, Hospital)
- Value-marketing
- Cause-related marketing