Faheem Akram (U12025) Geetika Popli (U112026) Harsh Mishra (U112028) Kaushik Padhy (U112032) Abhimanyu Goyal (U112033)

Manvendra Singh Chauhan (U112034) Meet Nalin Mehta (U112035) Mithun Ramesh Nambiar (U112036)

The article helps us in: Identifying the actual decision makers in a buying organization (The Buying Center & Powerful Buyers) Determining how buyers view their self-interests (What do buyers want?) Gathering and applying psychological intelligence

Initiator Decider Influencers Purchaser Gatekeeper Users

Internship at HP
Status Power- Higher the position stronger the hold over decision making. Top Down in nature Influenced by others whose power is based on Attraction or Expertise. One of the weaker power bases.

Internship at Collegites
1 Year old company with a tiny workforce Figurative Board of Governors Power concentrated on 1 source. The MD External Consultants exert expert power to influence the head

Type of Power Reward Managers ability to provide monetary, social, political or psychological benefits to encourage purchases Coercive Managers ability to impose punishment on others for NonCompliance Attraction Ability to persuade or charm people because they like you Expert Ability to elicit compliance because of technical expertise Status Power comes from having a high position in the corporation

Champion (Positive)

Or Veto (Negative)

Basic Rule Of Motivation: All buyers act selfishly or try to be selfish but sometimes
miscalculate and dont serve their own interests. Buyers segment the potential benefits into various categories(financial, product-service, personal and sociopolitical).

Buyers act as if a complex product were decomposable into several benefits

Buyers are not certain that purchasing a product will actually bring the desired benefit.

Vendor can try to focus the buyers attention on benefits not a part of his or her thinking

Sellers can deemphasize the buyers desire for benefits on which the vendors offerings stacks poorly

Vendors try to increase buyers confidence that promised benefits will be realized

Understanding customers needs is paramount for a consulting firm like Deloitte

Internship project Business Process Planning for supply chain in auto industry Identify deliverables, project scope and create a process map unique to Deloitte or improve on an existing process Deloitte successfully bided for 2 projects one due to lowest cost and another due to technical expertise and final offering to the customer

Perception depends on:

positively

Products Offered After sales service provided References Impression on Influential People (e.g. Physician)

How buyer sees our goods

negatively positively

How buyer sees our people

negatively

Internship at Reckitt Benckiser: Channel Partners perception about Reckitt Launching of Dettol Kitchen Gel

Make sure sales calls are productive and informative

Identifying buying centers Identifying powerful buyers Benefit required by the buyer Buyers perception of us

Listening to sales force

Sales Audit

Rewarding rigorous fact-gathering analysis & execution