Table 4.1 shows the eight stages of the buying process in general. Buyers who face the task of purchasing a new situation (new task buying) tahpan usually through the entire purchasing process. Buyers who make repeat purchases and routine modifications will probably skip some stages. We will look at the steps to purchase a special situation which is a new task.
Introduction Problems purchase process begins when someone in a particular company recognizes a problem or a need that can be solved by obtaining certain goods or services.The introduction of problem can occur due to internal or external stimuli. Internally, the company may decide to launch a new product that requires production equipment or new materials. Or there is a broken machine and need new parts.
Maybe a purchasing manager is not happy with the quality of products, services, or prices from the current supplier. Externally, the buyer may mandapat new idea after witnessing a trade show, look at an ad, or receive a phone call from a salesperson offering better products or cost less.
In fact, in its advertising, marketers in the industry market seering times customers will realize a potential problem, and then demonstrate how their products solve the problem. After realizing the need, the buyer then prepare a translation of the general requirements that describe the characteristics and quantity of items needed. For standard items, the process was hardly pose a problem.
However, for complex goods, the buyer must work together with various other parties -insinyur, user, consultant-for describe the goods. The team assesses the order of importance reliability, durability, price and other attributes desired the goods. In this phase, marketers in the industry market standby can help buyers define their needs and inform the characteristic values of different products.
Product Specs
Ease of purchasing organizations develop specifications products based on technical criteria such goods, often with assistance of a team of engineers to value analysis. Value analysis is a cost reduction approach, in which all the components studied carefully to determine whether they can be redesigned, standardized, or made with the production methods cheap. The team decided the best characteristics of products and specifying the product in accordance with the characteristics.
Seller juag can use value analysis as a tool to help win new customers. By showing buyers how Better to make an item, the seller can change simply re-purchase situation into task situation provide new opportunities for them to acquire new business.
Search Suppliers
Buyers now do a search to get the seller the best supplier. Buyers can compile a list of suppliers who meet the requirements to browse the directory of trade, looking through the computer, or call another company to ask for a recommendation. Nowadays, more and more companies are using the internet to find suppliers.
For marketers, it causes uneven playing field-they become smaller suppliers have the same advantages with large pemsok and can be listed in the online catalog of the same by paying a nominal fee.