Ind mkt day4 day5 day6 by plybz18


									Day 3 continuation Buying process A> Traditional buying process 1> Problem Recognition - need 2> Info search (total set, awareness set, consideration set, choice set, decision) 3> Evaluation of alternatives – product attributes 4> Purchase decision 5> Post purchase behavior – satisfaction/ dissatisfaction

B> Customer activitiy cycle model (Prof. Sandra vandermerve) ===================================== Pre – deciding what to do During – doing it Post – keep it going C> Health model (social marketing) 1> 2> 3> 4> 5> Pre contemplation - unknown problem Contemplation – possibility of change Preparation – commitment to change Action – behavioural change for short term ; eg:- 6 months Maintenance – long term change

Day 4

Organisational buying – A decision making process by which formal organizations establish the need for purchases of products and services and identify, evaluate and choose among alternative brands and suppliers. Characteritics of business markets ====================================== Business markets vs consumer markets A. Fewer buyers B. Larger buyers C. Close supplier – customer relationships D. Geog. Concentrated buyers E. Derived demand F. Inelastic demand G. Fluctuating demand

H. I. J. K. L. M.

Professional purchasing Several buying influences Multiple sales calls Direct purchasing Reciprocity Leasing

Patrick Robinson’s Buying situations model Business buyig decision is based on buying situations A> Straight rebuy a. Routine buying – office supplies, courier service b. ‘Approved list’ c. Out suppliers vs. in-suppliers d. Minimal decision making B> Modified rebuy a. Change to specifications,price,product b. car model , changes to existing IT systems c. Out suppliers vs. in-suppliers C> New task a. New product or service sought b. Eg: New IT systems project, new mgftg complex c. Longer decision making cycle, risk mgmt Major influences on industrial buying behavior Environmental Organisational -demand -economic outlook -Interest rate -Competition -laws & regulations -Social resp --Objectives -policies -procedures -Organisational structures - systems interpersonal - interests -authority – status - empathy Persuasiveness Individual Age,income, education, risk attitudes, cultural

Busines s buyer

Organisational characteristics - Long term contracts - Centralized purchasing - SCM


JIT / Lean prod – goal : zero inventory

Key terms: Acceleration effect Systems Buying – turkey solution Systems Selling DAY 5 Continuation of buying models D> BOOT model ================= An arrangement in which a developer :(1) designs and builds a complete project or facility (such as an airport, power plant, seaport) at little or no cost to the government or a joint venture partner, (2) owns the project during the defined period of time (3) operates the facility as a business for a specified period (usually 10 to 30 years) (4) after which transfers it to the government or partner at a previously agreed-upon or market-price.

Public-private partnership (PPP): a government service or private business venture which is funded and operated through a partnership of government and one or more private sector companies. Characteristics =============== 1> including tax breaks 2> revenue subsidies, capital subsidy 3> guaranteed annual revenues for specific period 4> Typically, a private sector consortium forms a special company called a "special purpose vehicle" (SPV) to develop, build, maintain and operate the asset for the contracted period. 5> consortium is usually made up of a building contractor, a maintenance company , operating company, bank lenders, Govt agencies 6> Project financing :

a> loan replayments & Cash flow based on expected revenues of the project b> limited or non recourse financing c> highly geared d> IRR > 15% Eg: NISG - The Vision of NISG is "to establish itself as an institution of excellence in eGovernance and to leverage private sector resources through a Public-Private-Partnership mode in establishing eIndia." projects assisted: Bangalore one, Mca 21, Passport seva

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