Solomon Ch - 12 Revised

Solomon Ch - 12 Revised - Chapter 12 Organizational and...

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12 - 1 Chapter 12 Organizational and Household Decision Making By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
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12 - 2 Organizational Decision Making Collective Decision Making A process in which more than one person is involved in the purchasing process for products or services to be used by multiple consumers Organizational Buyer A person who purchases goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale Business-to-Business Marketers: Specialize in meeting the needs of organizations such as corporations, government agencies, hospitals, and retailers The organizational buyer’s perceptions of the purchase situation is influenced by: Expectations of the supplier Organizational climate of his own company Assessment of his own performance
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12 - 3 Organizational Decision Making Versus Consumer Decision Making Factors which distinguish organizational and industrial purchase decisions from individual consumer decisions: Purchase decisions frequently involve many people Products are often bought according to precise technical specifications that require a lot of product category knowledge Impulse buying is rare Decisions are often risky The dollar volume of the purchase is substantial More emphasis on personal selling than advertising
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12 - 4 How do Organizational Buyers Operate? Type of Purchase: The type of item to be purchased influences the organizational buyer’s decision-making process Buying Center: A group of people who make the more complex organizational decisions The Buyclass Framework: Straight rebuy: A habitual decision Modified rebuy: Involves limited decision making New task: Involves extensive problem solving
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12 - 5 Organizational Buying Decision Types
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