Bab 4 Perilaku Pasar Bisnis

Summary

This video explores the complexities of business-to-business (B2B) markets, detailing how organizations make purchasing decisions, the roles of various stakeholders, and the different types of purchasing situations (e.g., straight rebuy, modified rebuy, and new task). It highlights the significance of environmental, organizational, and individual factors in procurement, alongside the rise of e-procurement systems. The video also addresses institutional and government markets, focusing on their procurement processes and the push for small businesses to participate as suppliers.

Takeaways

• 😀 Business buying behavior refers to the purchasing decisions made by organizations to acquire goods or services for production or resale, rather than personal consumption.
• 😀 The decision-making process in business markets involves multiple roles, such as users, influencers, buyers, decision makers, and gatekeepers, each with distinct responsibilities.
• 😀 There are four main types of purchasing situations in business: straight rebuy (routine repurchase), modified rebuy (modifying product specifications), new task (first-time purchase), and system selling (integrated solutions).
• 😀 The procurement process in businesses is more complex than consumer purchases, involving multiple stages such as problem recognition, specification development, supplier selection, and post-purchase evaluation.
• 😀 E-procurement refers to the electronic process of purchasing goods and services, streamlining supplier access and pricing comparisons, but potentially reducing personal buyer-supplier relationships.
• 😀 Government procurement often involves a tendering process where non-economic factors like compliance with regulations and social responsibility are also considered in supplier selection.
• 😀 Institutional markets (e.g., schools, hospitals, prisons) purchase goods and services for institutional use and usually face budget constraints and limited product choices.
• 😀 The government market consists of public sector organizations purchasing goods and services, often with an emphasis on domestic suppliers to balance payment systems and support local industries.
• 😀 The roles of gatekeepers in the purchasing process are crucial, as they control the flow of information and can influence the decision by either facilitating or blocking communication between buyers and sellers.
• 😀 Business purchasing decisions can be influenced by a variety of environmental, organizational, and interpersonal factors, such as economic conditions, company strategies, and personal preferences of decision-makers.

Q & A

What are the main differences between consumer markets and business markets?

Business markets involve organizations purchasing products or services for operational use, while consumer markets involve individual consumers buying for personal use. Business market transactions are generally more complex and involve multiple decision-makers.

What are the four main types of buying situations in business markets?

The four main types of buying situations are: 1) Straight Rebuy (routine reorders), 2) Modified Rebuy (reordering with modifications), 3) New Task (first-time purchase for a new requirement), and 4) System Selling (purchasing an integrated solution).

How does the decision-making process differ in business markets compared to consumer markets?

In business markets, the decision-making process typically involves multiple roles including users, influencers, buyers, decision-makers, and gatekeepers. The process is more complex, often requiring negotiations, proposals, and adherence to formal procedures.

What is the role of e-procurement in business markets?

E-procurement refers to the use of online platforms to streamline the procurement process, offering faster, more efficient, and cost-effective purchasing. It reduces the need for physical paperwork and allows direct connections with suppliers, but can sometimes weaken long-term relationships.

How do government markets differ from other business markets?

Government markets tend to focus on non-economic factors in purchasing decisions, such as compliance with regulations, tax payments, and social responsibility. Government procurement processes also involve tendering and public proposals, which emphasize transparency and cost-efficiency.

Why is it important for small businesses (UMKM) to be suppliers for government projects?

The government encourages small businesses (UMKM) to become suppliers to support local entrepreneurship, stimulate economic growth, and create job opportunities. This also helps diversify the supply base and strengthens the domestic economy.

What is the significance of non-economic factors in business procurement?

Non-economic factors, such as social responsibility, compliance with laws, and environmental impact, are becoming increasingly important in procurement decisions. These factors can help companies build credibility and strengthen long-term relationships with both government and institutional buyers.

Why do government agencies prefer to buy from domestic suppliers?

Government agencies prefer domestic suppliers to balance the national trade deficit and support local industries. This policy helps stimulate the domestic economy and ensures that funds remain within the country.

How do institutional markets (e.g., hospitals, schools) affect the procurement process?

Institutional markets, such as hospitals and schools, have limited budgets and specific needs that must be met. They focus on buying products and services that fulfill essential requirements, often adhering to strict guidelines for health and safety, and they may have fewer options or flexibility in choosing suppliers.

What is the role of 'proposal solicitation' in business procurement?

Proposal solicitation involves inviting potential suppliers to submit bids or proposals for fulfilling a company's needs. This process helps ensure transparency, competitiveness, and that the organization selects the supplier offering the best value for money.