Ch_4_PP_5th_Edition

Ch_4_PP_5th_Edition - CHAPTER 4 Purchase Behavior and...

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1 Determine the differences between individual and organizational buyers. Learn environmental influences on the purchase decision process. Find out what goes into the successful sending and receiving of a message. Examine methods for overcoming communication barriers. Understand the importance of using the voice as a communication tool. Explore the effects of body language and proxemics in selling. Learning Objectives: Purchase Behavior and Communication CHAPTER 4 CHAPTER 4
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2 Lincoln’s Gettysburg Address Contained 268 words 198 were one syllable words 50 were two syllable words Only 20 words had more than two syllables Small words really work!
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3 Consumer Behavior Consumer behavior is the set of actions that make up an individual’s consideration , purchase , and use of products and services. This includes the purchase as well as the consumption of the products and services .
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4 The Purchase Decision Process External Search (Extensive, Limited) Evaluation of Alternatives The Purchase Decision Postpurchase Evaluation Internal Search (Habitual, Routine) The Search for Alternatives Problem Recognition (Motive Arousal)
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5 The Purchase Decision Process The Purchase Decision Process (A 5-Step Process) (A 5-Step Process) May occur when the customer receives information from advertising or from conversation with friends that causes awareness of need In relationship selling, sometimes hinges on the seller’s ability to uncover a need May occur when the consumer re-evaluates the current situation and perceives an area of void or dissatisfaction I. Problem Recognition (Motive Arousal) I. Problem Recognition (Motive Arousal)
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6 II. Search for Alternatives II. Search for Alternatives Limited By: Time and cost Experience and urgency Value of purchase Risk involved in the purchase III. Evaluation of Alternatives III. Evaluation of Alternatives Evoked Set is the list of alternatives Salient attributes are used to evaluate products
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Ch_4_PP_5th_Edition - CHAPTER 4 Purchase Behavior and...

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