Die vorliegende Arbeit beschäftigt sich im speziellen mit der Analyse des beschaffenden Unternehmens im Zuge eines Kaufprozesses auf Industriegütermärkten sowie der Frage wie bzw. ob Unternehmen diese Analysen in der Praxis durchführen.
Hierzu ist die Arbeit in sechs Kernbereiche unterteilt. Im ersten Abschnitt werden die Besonderheiten der Industriegütermärkte erläutert und deren Einflüsse auf das Buying- sowie das Selling Center dargestellt.
Der zweite Abschnitt umfasst die Kauftypen, die den Umfang und die Zusammensetzung des Buying Centers sowie das Verhalten seiner Mitglieder erheblich beeinflussen. Der Wert einer Investition, der Kaufanlass, der Wiederholungsgrad einer Kaufentscheidung sowie die Produkttechnologie haben einen besonders großen Einfluss auf das Ergebnis und den Ablauf von Beschaffungsentscheidungen in der Praxis.
Der dritte Abschnitt beschäftigt sich mit dem Buying Center, dem Kaufprozess sowie den Buying Center Modellen aus der Literatur. Diese werden am Ende der Arbeit, im Zuge der Expertenbefragungen, auf Ihre Anwendung in der Praxis überprüft.
In Abschnitt vier wird auf den Verkaufsprozess sowie die Mitglieder des verkaufenden Unternehmens - das Selling Center - eingegangen. Für das verkaufende Unternehmen ist es essenziell die Mitglieder des Selling Centers auf die Mitglieder des Buying Centers abzustimmen. Abschnitt fünf stellt nun die wichtigsten Kriterien einer Buying Center Analyse dar und zeigt die Möglichkeit einer praktischen Umsetzung anhand eines einfachen Beispiels.
Der letzte Abschnitt verknüpft die vorangegangenen theoretischen Bereiche und stellt die Ergebnisse der qualitativen Experteninterviews dar. Die Ergebnisse aus den Experteninterviews zeigen, dass die Buying Center Modelle aus der Literatur nur wenig bis keine Anwendung in der Praxis finden. In den wenigen Fällen in denen Buying Center Analysen in der Praxis durchgeführt werden, geschieht dies anhand von eigens entwickelten Modellen. Dennoch hat die Mehrheit der Befragten angemerkt, dass Buying Center Analysen bereits sehr wichtig sind und auf Grund der hohen Anforderung an partnerschaftliche Geschäftsbeziehungen auch immer wichtiger werden.
Table of Contents
- 1 Introduction
- 1.1 Initial statement
- 1.2 Problem
- 1.3 Objectives
- 1.4 Reference Frame
- 2 Characteristics of industrial markets
- 3 Buying types
- 3.1 Value of investments
- 3.2 Buying motive
- 3.3 Buy classes
- 3.4 Product technology
- 4 Buying Center
- 4.1 Buying Process
- 4.2 Buying Center models
- 4.2.1 Role model Webster/Wind
- 4.2.2 Promoters / opponents model
- 4.2.3 Gatekeeper concept
- 4.2.4 Responders concept
- 5 Selling Center
- 5.1 Selling Process
- 5.2 Selling center roles
- 6 Buying Center Analysis
- 7 Practical session
- 7.1 Qualitative Interviews
- 7.2 Who is considered as an expert?
- 7.3 Market research process
Objectives and Key Themes
This bachelor thesis analyzes the buying company within industrial market purchasing processes and investigates the practical application of such analyses by companies. The work examines the characteristics of industrial markets and their influence on both buying and selling centers. It explores various buying types and their impact on buying center composition and member behavior.
- Characteristics of industrial goods markets and their influence on buying and selling centers.
- The impact of buying types (investment value, buying motive, purchase frequency, product technology) on purchasing decisions.
- An examination of buying center models and their practical application.
- Analysis of the selling center and its coordination with the buying center.
- Criteria for effective buying center analysis and practical implementation strategies.
Chapter Summaries
1 Introduction: This introductory chapter sets the stage for the thesis, outlining the initial statement, the problem addressed, the objectives of the study, and the framework within which the research is conducted. It provides context and lays the groundwork for the subsequent chapters by defining the scope and focus of the investigation into buying center analysis in industrial markets. The chapter establishes the core research question guiding the investigation and the theoretical underpinnings that will inform the analysis.
2 Characteristics of industrial markets: This chapter delves into the specific features that distinguish industrial goods markets from consumer markets. It explores how these unique characteristics impact the buying and selling processes and consequently influence the structure and dynamics of buying and selling centers. This provides a crucial foundational understanding for the subsequent analyses of buying center models and their practical application.
3 Buying types: This chapter examines different categories of purchasing decisions in industrial markets, classifying them based on factors such as investment value, buying motive, purchase frequency (new task, modified rebuy, straight rebuy), and product technology. The analysis explores how these factors shape the composition and behavior of buying centers, highlighting the varying complexities and decision-making processes associated with each buying type. The chapter emphasizes the practical implications of understanding these different types for effective selling strategies.
4 Buying Center: This chapter focuses on the buying center itself – the group of individuals within an organization involved in the purchasing decision-making process. It details the buying process, exploring different stages and decision points, before moving on to an examination of prominent buying center models from existing literature, such as the Webster/Wind model, the promoters/opponents model, the gatekeeper concept, and the responders concept. The chapter lays the theoretical foundation for understanding the composition and dynamics of buying centers, which will be tested later in the empirical part of the study.
5 Selling Center: This chapter shifts the focus to the selling side of the transaction, analyzing the selling center—the group within the selling organization responsible for managing the sale. It outlines the selling process and the crucial roles played by different individuals within the selling center. The chapter emphasizes the necessity of coordinating the selling center with the buying center, highlighting the importance of understanding the customer's decision-making structure for successful sales outcomes. This chapter completes the theoretical discussion about the actors involved in industrial transactions.
6 Buying Center Analysis: This chapter presents the key criteria for conducting a successful buying center analysis in the context of industrial markets. It provides practical guidelines and methodologies and illustrates these with a concrete example. This chapter bridges the gap between theory and practice, illustrating how the previously discussed concepts translate into real-world application.
Keywords
Buying Center, Selling Center, Industrial Goods Markets, Purchasing Process, Buying Types, Buying Center Models, Expert Interviews, Qualitative Research, Business Relationships.
Frequently Asked Questions: Industrial Market Purchasing Processes: Buying and Selling Center Analysis
What is the overall focus of this document?
This document provides a comprehensive overview of industrial market purchasing processes, focusing on the analysis of buying and selling centers. It covers the characteristics of industrial markets, various buying types, models of buying and selling centers, and practical methods for conducting a buying center analysis.
What topics are covered in the Table of Contents?
The Table of Contents includes: an introduction, characteristics of industrial markets, buying types (including investment value, buying motive, and product technology), the buying center (including various models such as Webster/Wind and promoters/opponents), the selling center, buying center analysis, and a practical session on qualitative interviews and market research.
What are the key objectives and themes of the analysis?
The key objectives are to analyze the buying company within industrial market purchasing processes and investigate the practical application of such analyses. Key themes include the characteristics of industrial markets and their influence on buying and selling centers; the impact of buying types on purchasing decisions; an examination of buying center models; analysis of the selling center and its coordination with the buying center; and criteria for effective buying center analysis.
What are the main points covered in each chapter?
Chapter 1 (Introduction): Sets the stage, defining the problem, objectives, and research framework. Chapter 2 (Characteristics of Industrial Markets): Explores the unique features of industrial goods markets. Chapter 3 (Buying Types): Examines different purchasing decisions based on investment value, buying motive, purchase frequency, and product technology. Chapter 4 (Buying Center): Details the buying process and various buying center models. Chapter 5 (Selling Center): Analyzes the selling center and its coordination with the buying center. Chapter 6 (Buying Center Analysis): Provides criteria and methodologies for successful buying center analysis.
What are the key models of buying centers discussed?
The document discusses several buying center models, including the Webster/Wind model, the promoters/opponents model, the gatekeeper concept, and the responders concept. These models offer different perspectives on the roles and interactions within a buying center.
What kind of practical application is discussed?
The practical application focuses on conducting qualitative interviews to analyze the buying center. The document also outlines a market research process for effective buying center analysis.
What are the key terms or keywords associated with this study?
Key terms include: Buying Center, Selling Center, Industrial Goods Markets, Purchasing Process, Buying Types, Buying Center Models, Expert Interviews, Qualitative Research, and Business Relationships.
What is the overall purpose of analyzing buying and selling centers in industrial markets?
Analyzing buying and selling centers helps companies understand the decision-making processes within their customers' organizations. This understanding facilitates more effective sales strategies, better communication, and stronger business relationships, ultimately leading to improved sales outcomes.
What methodologies are used in the practical session?
The practical session focuses on qualitative research methods, specifically using qualitative interviews to identify key players and decision-making processes within the buying center. This approach complements the theoretical frameworks discussed in the earlier chapters.
- Quote paper
- Markus Gaggl (Author), 2014, Relevance of Buying Center Analysis in Industrial Markets, Munich, GRIN Verlag, https://www.grin.com/document/270609
