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CHAPTER 6: BUSINESS AND ORGANIZATIONAL CUSTOMERS AND THEIR BUYING BEHAVIOR CHAPTER 6--COMMENTS ON QUESTIONS AND PROBLEMS 6- 1. The answer to this question is discussed in the text on pages 135-136, but the basic ideas are simple. Specifically, while there are some important differences in business customs in different countries, many of the basic approaches used by organizational buyers are the same in businesses all around the world. Similarly, many of these customers can be reached with similar marketing mixes. And, of course, business customers, more so than final consumers, are often willing to work with a distant supplier who has developed a superior marketing mix. 6- 2. This question can be used to highlight the similarities between buying processes of final consumers and organizational buyers, to highlight the differences, or both. The behavioral influences discussed in the previous chapter may apply equally to final consumers and organizational buyers. But, in most cases the organizational buying process is likely to put more explicit emphasis on economic needs that are related to how a purchase will help the organization achieve its objectives. That often leads to more systemic evaluation of possible choices--perhaps through a formal vendor analysis. But, in business purchases as in consumer purchases how extensive the decision process is may depend on how important the purchase is. Here, it is useful to stress the parallel between the three kinds of organizational buying processes (new-task buying, straight rebuy, and modified rebuy) and the consumer problem solving continuum (extensive problem solving , routinized response behavior, and limited problem solving ). As noted in the next question, there may be multiple influences on the purchase decision process with either final consumers or business customers--although it is probably more common (and more complicated) in organizational purchasing. 6- 3. It is important for a marketing manager to think about who is likely to be involved in the buying center for a business or organizational purchase because each person may influence the purchase--and perhaps influence it different ways. The marketing manager needs to see if all of the different buyer center's needs are being met, and if not why not. Clearly, this kind of thinking can help in guiding promotion planning. Multiple influence in consumer purchases is really quite common, and can operate much like the buying center idea does in the organizational buying context. For example, a decision about how much to spend--and how to spend it--for a family vacation may be influenced by every member of the household. See page 138 for more discussion of the buying center concept. 6- 4. The fact that the hospital is a nonprofit organization is not very central as an issue in this
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This note was uploaded on 07/26/2010 for the course MBA MBA 6001 taught by Professor Dino during the Spring '10 term at South Georgia College.

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