LEC 6 ORGANISATIONAL %26 HOUSEHOLD DECISION MAKING

LEC 6 ORGANISATIONAL %26 HOUSEHOLD DECISION MAKING -...

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Unformatted text preview: 11-1Organizational and Household Decision MakingCONSUMER BEHAVIOR11-2ObjectivesWhen you finish this lecture, you should understand why:Marketers often need to understand consumersbehavior rather than consumer behavior, since in many cases more than one person decides what to buy.Companies as well as individuals make purchase decisions. 11-3Objectives (continued)Our traditional notions about families are outdated.Many important demographic dimensions of a population relate to family and household structure.Members of a family unit play different roles and have different amounts of influence when the family makes purchase decisions.Children learn over time what and how to consume.11-4Organizational Decision MakingOrganizational buyers: purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale.Business-to-business (B2B) marketers: specialize in meeting needs of organizations such as corporations, government agencies, hospitals, and retailers.11-5Roles In Collective Decision MakingInitiatorGatekeeperInfluencerBuyerUser11-6DiscussionAssume that you are a sales representative for a large company that markets gauze bandages for use in hospitals.List all the people (by position, such as doctors or nurses) that may be involved in the decision making.Try to match all the people to their possible decision roles as outlined on the previous slide.11-7Compared to Consumer Decision Making, Organizational Decision MakingInvolves many peopleRequires precise, technical specificationsIs based on past experience and careful weighing of alternativesMay require risky decisionsInvolves substantial dollar volumePlaces more emphasis on personal selling11-8What Influences Organizational Buyers?...
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This note was uploaded on 06/12/2011 for the course MM 101 taught by Professor Brunos during the Spring '11 term at London Business School.

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LEC 6 ORGANISATIONAL %26 HOUSEHOLD DECISION MAKING -...

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