A customer is a person or organization who purchases our products or services

We divide our customers into two major market types

consumer markets, such as individuals and households

Organizational markets or business-to-business markets, such as the corporate or government sectors

Customer motivations, values, attitudes and customer behavior

The core of psychological needs is driving force, that is, motivation

Motivation is generated through the filter of values

Values ​​determine appropriate behavior or influence certain results.

The tendency to respond positively or negatively to a stimulus

Customers’ logic in seeking solutions to meet their needs

confirm question

collect information

Assessment options

Select product

result consumption

The number of customers in the business-to-business market is small

Demand is a "derived demand"

The decision-making process is usually a complex process of communication and cooperation

Including both the needs of the enterprise and the personal needs of the decision-maker

The first step is to clarify the needs

The second step is to determine the characteristics and quantity of the demand

The third step is to list the details to guide purchasing.

The fourth step is to investigate the number of alternative sources of supply.

Step 5: Obtain and analyze proposals

Step Six, Evaluate Days and Select Suppliers

Step 7: Choose a maintenance plan

Step 8, performance feedback and evaluation

Businesses can use decision theory models to assist in purchasing products by following these steps:

List selection criteria

Rate each criterion according to importance

Score each candidate supplier based on various criteria

Rank suppliers based on weighted scores

When decision makers act together, they are called a "buying core" or "decision-making unit"

Decision-making units represent five key roles

user

influencer

buyers

decision maker

gatekeeper

Refers to classifying customers into different sub-markets

Customers in the same submarket have similar characteristics

But it is very different from customers in other sub-markets

For example

Market segmentation must be based on the different psychological needs of customers

Politics, including law making and tax policy

Economy, including the general economic environment, inflation rates, and interest rates

Society, including the mainstream views in society

Technology, including various types of technology utilization