Principles of marketing: An applied, collaborative learning approach Table of Contents Chapter One
Group/Social Variables that impact Organizational Buying Behavior
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- Individual/Psychological Variables that Impact Organizational Buying Behavior
- Customer Relationship Management (CRM)
- The meaning of marketing research
Group/Social Variables that impact Organizational Buying BehaviorWhile there are group variables that affect organizational buying behavior, the amount of research in this area is relatively small. Certainly, organizational relationships and organizational culture, for example, may have a strong impact on what is ultimately purchased. Individual/Psychological Variables that Impact Organizational Buying BehaviorWhile there has been a limited amount of research regarding these variables, the average business-to-business marketer doesn’t really have easy access to much knowledge in this area. There are some studies on perceived risk that indicate risk is an important personal consideration for industrial buyers as supported by the saying “No one have ever been fired for buying from IBM.” Other individual/psychological variables including learning, perception, attitudes, and organizational culture also are important considerations in organizational buying as well as consumer decision-making. There is still a lot to be learned in this area. Customer Relationship Management (CRM)This area of organizational marketing is one of the most vibrant, intriguing areas in today’s marketing landscape. While many marketers have realized for years that the key to long-term success is at least in part customer knowledge and customer care. However, this initiative is often lost in promotion without creation of a service delivery system to ensure that customers are treated as ‘number one.’ While this catch phrase has gained added space in trade magazines and academic journals, some companies will see this as another opportunity to be ‘sales driven’ and use the concept as a way to promote their ‘customer care’ programs. Sadly, such programs often are not really directed at customer satisfaction and relationship building but only represent something else to advertise that may increase sales. Many organizations that aggressively advertise such programs haven’t really done the research and made the commitment necessary to make the programs successful in the long term. However, many businesses in organizational markets have realized the importance of relationship building and have made this a priority in their business planning activities. Chapter Four Glossary consumer behavior - the processes people employ to obtain and use various products and services. consumer decision - making the approach that a consumer employs in arriving at a purchase decision consumer involvement - the personal importance and social significance of the purchase reference groups - collections of other people who strongly affect what we buy and how we go about buying it culture - the totality of artifacts and behaviors handed down from one generation to the next learning – changes in behavior based on experience perception – the manner in which we experience our environment attitude – the magnitude of either positive or negative feelings about something risk – the potential negative consequence of a certain action including buying or using a certain product or service buying center – the group of individuals who play a role in the process of acquisition of goods and services for the organization Customer relationship management – the overall process of establishing and sustaining positive interactions with the organization’s various stakeholders Chapter Five – How companies manage marketing research The meaning of marketing researchToday, marketing research is pervasive. It is very likely that anyone reading this book has been a respondent in some kind of marketing research study. As the internet continues to develop there will be a trend towards more investment in marketing research. This will be caused by the increasing isolation of the individual in our society and the corresponding need to access more information through impersonal versus personal methods. It is unlikely that many readers of this text will ultimately have marketing research as their primary employment so we have presented marketing research in a non-technical manner. As we have discussed a length, a marketing orientation requires that the organization study and understand what will bring its customers satisfaction. This may sound simple, but it is not. Often very creative techniques are needed to truly understand what the customer is seeking and how to deliver that solution on a profitable basis. Customers seek benefits, and it is often difficult for the customer to express what those benefits are. The marketing research department is responsible for providing this understanding. However, marketing research should never be seen as a separate entity isolated from the rest of the marketing function or from the other functional areas of the firm. If this happens, marketing research departments often lose what creativity they had and begin to focus on a known set of techniques with which marketing research personnel are comfortable. This results in a lack of fresh thinking and innovative approaches. The marketing research function also, ironically, becomes separated from the R&D function and those in the organization responsible for new product conceptualization. We will define marketing research as “all techniques used to provide information that assists the firm in all of its decision-making processes relevant to customers or clients.” While this definition is very broad, it is aimed at giving the marketing research function the breadth and depth of latitude that it needs to operate effectively. Note that the outcome of marketing research is enhanced decision-making about needs and wants in the marketplace and how to meet those needs and wants. Also note that marketing research is responsible for not only data gathering about customers, but data analysis and presentation to management about customers and other issues. 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