To provide a conceptual framework for this discussion, we employ the classic BuyGrid model (Fig. 1). Although we have proposed a new BuyGrid framework. Video created by IE Business School for the course “Marketing Strategy Capstone Project”. Learn online and earn valuable credentials from top universities like. The purpose of this study was to perform a statistical evaluation of the BUYGRID Analytic Framework (BAF) to determine whether it is a general model of.
|Country:||Moldova, Republic of|
|Published (Last):||7 October 2009|
|PDF File Size:||6.77 Mb|
|ePub File Size:||10.47 Mb|
|Price:||Free* [*Free Regsitration Required]|
Business-to-business marketers recognize that at each step in the buying process, business buyers have different needs, and different groups within the organization may be involved. Marketers who can become involved early in the decision-making process have a greater chance of being considered in the final selection process. The relationship between the buyer and seller is initiated in phases 1 and 2.
For each cell in the matrix buy situation and buy phasethe following questions must be answered: What are the information sources? New suppliers are considered only when these conditions change.
The number of steps varies with the buy-class, the type of buying decision. As buyphases are completed, the process of ‘ creeping tramework ‘ occurs and reduces the likelihood of new suppliers gaining access to the buying situation.
There are three buy-class categories: These components should be addressed framewokr meetings in order to obtain commitment. The challenge for the new supplier is to offer better conditions or draw the buyer’s attention to greater benefits than in the current offering.
There was a problem providing the content you requested
The model explains the likely interaction between buyer and seller activities given the purchase needs of an organisation. Which organisation members influence this purchase decision? The model is based on the observation that buyer’s expectations and behaviour change according to whether ubygrid purchase is new, a modified rebuy or a straight rebuy.
framewkrk A new task that occurs in the problem recognition phase 1 is generally the most difficult for management. Is this combination of situation and phase relevant? Business marketers use the buy-grid model to portray the steps businesses go through in making purchase decisions. 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. What are the used performance indicators? The model neglects the importance of acquisition in sales processes.
Frameworl Rebuy The buyer wants to replace a product the organisation uses. In straight rebuy situations, only the need recognition the company almost out of the product and reordering steps are used. The buyer retains the supplier as long as the level of satisfaction with the delivery, quality and price is maintained. The model includes two components: Buyer loyalty and customer satisfaction are primarily framwork by the sales activities during this last phase.
Need gaps create the motive behind any purchase.
The decision making may involve plans to modify buyggrid product specifications, prices, terms or suppliers as when managers of the company believe that such a change will enhance quality or reduce cost.
The buyer wants to replace a product the organisation uses. Inthe Canadian, American and Israeli marketing researchers, Robinson, Faris and Wind, introduced the buygrid framework as a generic conceptual model for buying processes of organisations. Buy phase represents the logical eight steps businesses or consumers involved in extensive problem solving go through. The purchase can be a one-time transaction of a repetitive nature. The relationship needs to be developed during phases 3 to 7.
Straight Rebuy The buyer routinely reorders a product with buyvrid modifications.
BuyGrid Framework (MBA) –
Their framework consists of a matrix of buyclasses and buyphases. The most complex buying situations occur in the upper left quadrant of the buygrid matrix where the largest number of decision makers and buying influences are involved.
Organizational buying contexts and the procurement process: The buying process can vary from highly formalised to an approximation depending on the nature of the buyhrid organisation, the size of the deal and the buying situation. For marketers desiring to be considered during modified rebuy situations, comparison advertising and demonstrations are used to influence business buyers.
The buyer routinely reorders a product with no modifications. For business marketers it is critical for their products or services framewok be listed as approved vendors for straight rebuys.
Buyers need assistance in forming realistic perceptions of both the current and the desired situation.
In such circumstances, the buying centre proved to require fewer participants and allow for a quicker decision process than in a new task buyclass. It applies to all purchase situations. The buying side of the model can be used for both consumer and business related buying processes. The fdamework implication of Robinson, Faris and Wind’s research is that industrial buying behaviour depends more on the buying situation than on the type of fraework.
The model can provide the basis for a formal selection process e.
A shortcoming of the organizational buying approach is the negligence the supplier’s side and the influence this party wields on the customer’s organisational decision process. Assessing the buyer’s needs and determining gaps between the current and desired situation is important. It helps sales personnel deliver the correct message at the right time.
Most business-buying situations do not involve all of the steps in the buy-grip model.