5 - 5
Industrial vs. Consumer
Industrial vs. Consumer
Marketing
Marketing
Key Differences Between Industrial
Key Differences Between Industrial
and Consumer Purchasing Behavior
and Consumer Purchasing Behavior
–
–
Demand is derived.
Demand is derived.
–
–
Industrial products are typically more
Industrial products are typically more
complex than consumer goods.
complex than consumer goods.
–
–
Buyer
Buyer
-
-
seller interdependence via the
seller interdependence via the
supply chain.
supply chain.
–
–
Industrial buying process is more
Industrial buying process is more
complex.
complex.
5 - 6
Product & Service
Product & Service
Decisions
Decisions
Key Decisions
Key Decisions
Who Are the Customers?
Who Are the Customers?
Segmentation Variables for
Segmentation Variables for
Business Markets
Business Markets
Operating
Operating
Variables
Variables
Purchasing
Purchasing
Approaches
Approaches
5 - 6
Situational
Situational
Factors
Factors
Personal
Personal
Characteristics
Characteristics
Demographic
Demographic
5 - 7
Product & Service
Product & Service
Decisions
Decisions
Key Decisions
Key Decisions
Who Are the Customers?
Who Are the Customers?
Segmentation for Medical
Segmentation for Medical
Equipment Manufacturer
Equipment Manufacturer
5 - 7
Number of Samples Processed Per Researcher
Number of
Researchers
Using
Equipment
Many Researchers
Few Samples
Few Researchers
Few Samples
Many Researchers
Many Samples
Few Researchers
Many Samples
5 - 8
Who Are the Customers?
Who Are the Customers?
Regardless of descriptors chosen,
Regardless of descriptors chosen,
resulting segments must behave
resulting segments must behave
differently & desire different benefits.
differently & desire different benefits.
Organizations make different types
Organizations make different types
of purchases, which can be
of purchases, which can be
classified into buy classes
classified into buy classes
–
–
Straight
Straight
rebuys
rebuys
–
–
Modified
Modified
rebuys
rebuys
–
–
New task purchases
New task purchases
5 - 9
Who Are the Customers?
Who Are the Customers?
Straight
Straight
Rebuy
Rebuy
Modified
Modified
Rebuy
Rebuy
New Task
New Task
Purchase
Purchase
Buy Classes
Buy Classes
Typical of frequently
Typical of frequently
purchased routine
purchased routine
items such as paper,
items such as paper,
toner, etc.
toner, etc.
Purchase decision
Purchase decision
complexity:
complexity:
simple
simple
Time frame:
Time frame:
short
short
Number of suppliers
Number of suppliers
considered:
considered:
one
one
5 - 10
Who Are the Customers?
Who Are the Customers?
Straight
Straight
Rebuy
Rebuy
Modified
Modified
Rebuy
Rebuy
New Task
New Task
Purchase
Purchase
Buy Classes
Buy Classes
Routine purchases
Routine purchases
that have changed in
that have changed in
some way (e.g., hard
some way (e.g., hard
drive size, processor
drive size, processor
speed, amount of
speed, amount of
computer RAM.)
computer RAM.)
Purchase decision
Purchase decision
complexity:
complexity:
moderate
moderate
Time frame:
Time frame:
medium
medium
Number of suppliers
Number of suppliers
considered:
considered:
few
few
5 - 11
Who Are the Customers?
Who Are the Customers?
Straight
Straight
Rebuy
Rebuy
Modified
Modified
Rebuy
Rebuy
New Task
New Task
Purchase
Purchase
Buy Classes
Buy Classes
Expensive, seldom
Expensive, seldom
-
-
purchased products
purchased products
(e.g. specialized
(e.g. specialized
consulting services)
consulting services)
Purchase decision
Purchase decision
complexity:
complexity:
complex
complex
Time frame:
Time frame:
long
long
Number of suppliers
Number of suppliers
considered:
considered:
many
many
5 - 12
Who Are the Customers?
Who Are the Customers?
Segmenting in Technology
Segmenting in Technology
-
-
Based
Based
Markets
Markets
–
–
Similar to consumers, some companies
Similar to consumers, some companies
will be earlier adopters of new
will be earlier adopters of new
technologies than will be others.
technologies than will be others.
–
–
Innovators are often used for beta
Innovators are often used for beta
testing, and can help new technologies
testing, and can help new technologies
be adopted.
be adopted.
–
–
However, the standard diffusion model
However, the standard diffusion model
must be modified for high
must be modified for high
-
-
tech markets.
tech markets.
5 - 13
Product & Service
Product & Service
Decisions
Decisions
High
High
-
-
tech
tech
companies rely
companies rely
on innovators to
on innovators to
help spread the
help spread the
word about new
word about new
technology.
technology.
Siebel
Siebel
uses
uses
endorsements
endorsements
from IBM, Bayer,
from IBM, Bayer,
and
and
Avaya
Avaya
for
for
their new CRM
their new CRM
software in the
software in the
ad at left.
ad at left.
5 - 13
5 - 14
Who Are the Customers?
Who Are the Customers?
Segmenting in Technology
Segmenting in Technology
-
-
Based
Based
Markets:
Markets:
The Chasm Model
The Chasm Model
–
–
The diffusion of innovations model
The diffusion of innovations model
indicates a smooth transition from one
indicates a smooth transition from one
stage to the next. The Chasm Model
stage to the next. The Chasm Model
recognizes this as a fallacy.
recognizes this as a fallacy.
•
•
Gap between visionaries (early adopters)
Gap between visionaries (early adopters)
and pragmatists (early majority) is called
and pragmatists (early majority) is called
the
the
chasm
chasm
.
.
•
•
Smaller gaps exist between other
Smaller gaps exist between other
categories.
categories.
Không có nhận xét nào:
Đăng nhận xét