There are three main types of purchase situations. At one extreme there is a fully re-purchase, which is a fairly routine decision. At the other extreme there is a new task that requires complete research. In the middle there is a repeat purchase with modifications that require a little research. In the fully re-purchase, the buyer ordered a re- without modifying anything. Activity was usually dealt with routine by the purchasing department.
Based on past buying satisfaction then, buyers simply choose from some existing suppliers in the list. The supplier of the “current” trying to maintain quality products and services. They are often proposed system Automatic re-ordering, so that the officer would purchase save time reordering. The outside supplier seeks offer something new or exploit dissatisfaction, so that the buyer will pay attention to them.
They tried to set foot in the door with a small quantity orders and the possibility of enlarging the share purchase little by little. Purchasing a modified re usually involve more participants than outright purchase decision makers. Current supplier may feel worried and felt pressured to do their best in order to retain customers.
Outside suppliers will see repeat purchases with modifications as an opportunity to make a better offer and getting new business. A company that buys products or services for the first time face a new task situation. In that case, the greater the cost or risk, the more the participant decision-making and the greater their efforts to collect information. The new task situation is the biggest opportunities and challenges for marketers.
Marketers are not only attempting to contact as many key influencers on the purchase, but also to provide input and information. Buyers make decisions at least in repeat purchases and most fully in the new task. In the new task situation, the buyer should decide about the specification, supplier, price limits, number of orders, delivery time, and service requirements.
Sequence of decisions that vary depending on each situation, and different decision participants influence each choice. Many buyers in the market industry choose to buy packaged problem solving from the seller. Called with the purchase of the system, the practice was first conducted by the United States government when buying weapons and communication systems is important.
The government does not buy it separately and together all the components, but held an auction for the suppliers of all the components and assemble the package or system. The vendors are increasingly recognizing that the buyer liked the method and system utilizing sales as a marketing tool. Sales system is a process that involves two steps. First, the supplier sells a group of interrelated products.
For example, the supplier not only sells glue, but also applicators and pengeringnya. Second, the supplier sells production systems, control preparation, distribution, and other services to meet the needs of buyers would smooth operation of the company. Sales system is a key strategy in the market pemsaran industry to win and retain customers. Contracts are often made by the companies that provide system are able to provide the most complete customer problems.
For example, Enron, the energy company worth $ 31 billion, is known as a provider of electricity and natural gas for the best buildings customers. However, Enron found that the companies actually spend more funds for other elements outside of their electrical systems, which include energy equipment in their facilities and employees nurture rather than payment for the energy itself.
For helping customers meet the needs of energy management thorough, founded Enron Enron Energy Services (EES), a division that offers energy management solutions overall. Now, customers can submit all needs of energy management at Enron. The system package includes power and all interior work; water heating equipment, heating, freezing air, ventilation, and air conditioners.
The idea is if you have to manage the building, keeping it bright and warm in winter and cool in summer, then That’s scope of work Enron. Sales of such systems produce amazing results for Enron: Only in the last three months, EES sales have increased more than seven-fold to more of $ 8 billion.