In , the Canadian, American and Israeli marketing researchers, Robinson, Faris and Wind, introduced the buygrid framework as a generic conceptual model for buying processes of organisations. They saw industrial buying not as single events, but as organisational decision-making processes where multiple individuals decide on a purchase. Their framework consists of a matrix of buyclasses and buyphases. The first-time buyer seeks a wide variety of information to explore alternative purchasing solutions to his organisational problem. The greater the cost or perceived risks related to the purchase, the greater the need for information and the larger the number of participants in the buying centre. The buyer wants to replace a product the organisation uses.
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Robinson, Faris and Wind, introduced the buygrid framework as a generic conceptual model for buying processes of organisations. They saw industrial buying not as single events, but as organisational decision-making processes where multiple individuals decide on a purchase.
Organisational buying decisions are usually made by a group of organisational members labelled in the marketing literature as a buying centre. A conceptual model that describes the organizational buying process. The model serves as an easy framework for visualising the otherwise complex business buying process and enables the vendor to identify the critical phases and situation requiring specific types of information.
It consists of two dimensions:. Assessing the buyer's needs and determining gaps between the current and desired situation is important. Buyers need assistance in forming realistic perceptions of both the current and the desired situation. Need gaps create the motive behind any purchase. A sales person must be aware that a buyer not only has functional needs, but psychological, social, knowledge and situational needs as well.
These components should be addressed in meetings in order to obtain commitment. The purchase can be a one-time transaction of a repetitive nature. Buyer loyalty and customer satisfaction are primarily determined by the sales activities during this last phase.
Vi se pare util acest document? Titluri conexe. Effective marketing strategies endowed for efficient results. Salt la pagina. Problem recognition Yes Maybe No 2. General need description Yes Maybe No 3. Product specification Yes Yes Yes 4. Supplier search Yes Maybe No 5. Proposal solicitation Yes Maybe No 6. Supplier selection Yes Maybe No 7. Order-routine specification Yes Maybe No 8. Muhammad Asif. Aurelius Corporate Solutions Pvt Ltd.
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The outcome could mean one of two things: praise from his Board of Directors…or unemployment! Along with the Capstone are discussion forums, quizzes and peer reviews to aid you in your understanding of the theory given throughout this Specialization. Share your thoughts, ideas and debate with other like-minded learners from all over the globe with the same interest in expanding their marketing knowledge. Loupe Copy.
BUY GRID FRAMEWORK
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