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Week 26 Buying situations & B2B customer considerations - Coggle…
Week 26 Buying situations & B2B customer considerations
Purchasing professionals
represent DMU
CIM Professional Marketing Competencies framework (CIM, 2016).
core
technical
behavioural
Buying situations
Judgemental & strategic
Judgemental new task situation
little information available to specify what is required
Strategic new task situation
Strategic new task situation
Straight rebuy
Modified rebuy
buyer decision making uncertainty
Need uncertainty
might not know how many components it needs to purchase for its new product line
forecasting
difficult
market research
Market and transaction uncertainty
difficulty of knowing which supply choices to make
Market uncertainty occurs when B2B customers are not able to differentiate among suppliers or their offers
Transaction uncertainty occurs when deal agreed and B2B customers face the risk of the supplier failing to deliver what it has promised
Supplier problem-solving capability
develop its problem-solving capability
Buyer-perceived value
if cust beieves it serves wants/needs
Product-related value
assessment of the value to them of the product offered
Service-related value
Providing and selling services
Lapierre (2000)
Flexibility
Responsiveness
Reliability
Technical competence
Reinartz and Ulaga (2008) 3 drivers enhance service offering
offer more complex product and service combinations
growth opportunities.
same standard (quality) product due to tech innovation
Risks and control in B2B transactions
Perception of risk
Formal contracts
legally binding
principal-agent problem
mitigate self-interest and opportunistic behaviour
effects on b2b late delivery, poor quality,